Our Team


Madision Ayer

Co-Founder & CEO

Madison is a recognized entrepreneur, an Ashoka Rural Innovation Fellow and an established social-enterprise manager. Prior to co-founding Farm Shop, Madison built two businesses in the financial services sector focusing on underserved and marginalized consumers, with operations in North America, Latin America, and India. At Farm Shop, Madison leads day-to-day operations and guides Farm Shop’s overall strategy. He also serves as the CEO and Chairman of Honey Care Africa, a leading social venture operating in Kenya, Tanzania and South Sudan.


Farouk Jiwa

Co-Founder & CIO

Farouk is a serial social entrepreneur and recognised expert in international economic and enterprise development. The co-founder of Honey Care Africa and Farm Shop as well as former Senior Advisor for Economic Development with CARE International, Farouk has received a wide range of prestigious awards for his work to advance sustainable poverty reduction. He is a Senior Ashoka Fellow and has been named among the Top 100 Social Entrepreneurs by the World Economic Forum and the Schwab Foundation. As Farm Shop’s Chief Innovation Officer, Farouk leads the development of the Farm Shop service model drawing on more than 15 years of experience supporting smallholder farmers around the world.


Paul Gachie - HR & Farmer Finance

Paul Gachie

Head of HR & Farmer Finance

Paul is a seasoned manager with a wide range of experience leading rural economic development initiatives in Kenya and beyond. Over more than 15 years, Paul has served in senior leadership roles for the Danish Refugee Council in Somalia; CARE in Kenya, Somalia, South Sudan and Somaliland; CHF in South Sudan; and American Refugee Council in Liberia. Paul is also co-founder of Faulu Kenya, which is today one of the big five microfinance institutions in Kenya. At Farm Shop, Paul is responsible for farmer finance, human resources and administration as well as franchisee business management skills training.

Saida Nyambura

Sales & Distribution Manager

Saida joined Farm shop in January 2012 as an Animal Health Technician with extensive experience working with smallholder farmers in Kiambu County. At the outset, Saida was mainly involved in farmer outreach and coaching new franchisees but advanced quickly to take on a succession of more senior roles. Saida now serves as Supply Chain Manager. Prior to joining Farm Shop, Saida served as an administrator at a veterinary clinic and as a shop manager in a leading agrovet outlet.

Patricia Wandia

Supply Planning Manager

Patricia is a veterinary surgeon with extensive experience in poultry farming within Kiambu County, Kenya. Prior to joining Farm Shop she worked as a surgeon at a clinic in Nairobi and later as a sales representative at a leading distributor shop in Kiambu. She joined Farm Shop as a livestock advisor in November 2014 and has grown to her current role as a supply planning manager. In this role she is actively involved in making supplier engagements to maintain the relationships for the mutual benefits of all parties. While at this she ensures that products are at the warehouse at the right time, in the right quality and at the right price. Currently she is also managing the 9 company owned outlets and overseeing all the functions of the outlets. This is a recent attempt to give the Franchise model a different twist. The goal is to eventually convert the shop mangers in these outlets into franchisees with full or part ownership of the shops. This will see younger and energetic graduates join the work force.

Francis Muli

Finance Manager

Francis has an MBA in Finance, a Bachelor’s Degree in Business Management (BBM Finance) and he’s a Certified Public Accountant of Kenya (CPA-K). He joined Farm Shop as Finance Manager bringing on board 14 years of experience in Finance & Accounting and administration. He is currently responsible for formulation and implementation of Finance strategy, administration and internal business processes and procedures. Prior to joining Farm Shop, he served as Group Senior Accountant at Atraco Group of Limited liability companies where he was responsible for Group Financial and Management Accounting and within a span of 4 years managed financial expansion from two to four autonomous factory units. He also served as a Financial Controller at Lesoleil Beach Hotel and Accountant at Ocean Freight EA Limited and Neem Africa Limited.

Martin Masila

Head of Information Technology

Martin joined Farm shop in May 2016 as an IT Business Analyst and is currently the Head of IT. Being in the ICT world for over 10 years, He has built a remarkable track record in business process transformations by implementing robust ICT systems, designing enterprise business architecture using lean business models, improving organizations profitability by minimizing the existing gaps posed by the existing manual processes and is currently implementing technologies that have improve the lives of the small holder farmers and the agro dealers in the country. His work experience has spanned across several industries which includes working with Safaricom which is East and Central Africa’s leading telecom in terms of profit as a Business Analyst. Martin has also worked for with Kingsway Tyres and Kagera Sugar Limited which is located in the North Western Part of Tanzania. Other experiences include offering ICT consultancy services while in Softwise Kenya Limited to the Tana Water Services Board by implementing an Integrated ERP solution and a WAN overhaul.
Martin holds a Bachelor’s Degree in Information Technology from Jomo Kenyata University of Agriculture and Technology and several other qualifications in ICT.

Peter Nyambura

Decision Support Analyst

Peter Nyambura is a Decision Support Analyst at Farm Shop responsible for analyzing and providing tools related to product lines, financial projections, business cases, franchisee operations and planning efforts through development and maintenance of intelligence based reports. The reports covers the key performance indicators cutting across the performance levels and farmer impact assessment surveys. He joined Farm Shop in June, 2015 as Assistant System Administrator, quickly advanced to Senior Systems administrator. He has led to major systems upgrade at Farm Shop and headed the placement project of Sage ERP system. He is currently pursuing bachelor’s degree in Business Information Systems from Middlesex University.

Daniel Major

Warehouse Manager

Daniel Major joined Farm Shop in May 2015 as a Supply chain assistant with a Bachelor degree in Commerce (Procurement and Supply Chain Management Option) First Class Honours. In June 2016 he got promoted to the role of Retail Manager which entails managing Farm shop ran shops and also managing the Central Warehouse. In November 2016 the roles slightly changed to Supply Chain and warehouse management. His role in supply chain is to ensure products are available in right quantities, right quality and at the right time while at the same time ensuring the integrity of the stocks is maintained by managing warehouse operations.


Dr. Kennedy Otingah

Demand Generation Manager

Kennedy is a veterinary surgeon with vast experience in poultry and dairy farming management within Kiambu, Muranga and Nyandarua counties, Kenya. He also has much experience in research bordering on animal vaccine development having worked on various projects at the International Livestock Research Institute’s (ILRI), Nairobi campus. He also worked as a veterinary surgeon at a clinic in Nairobi before joining ILRI and later Farm Shop. At Farm Shop Kennedy is in charge of a team that provides technical training to Franchisees, retail assistants and farmers within the Farm Shop network.

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