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 social entrepreneur and experienced expert in international economic and enterprise development. He is the Co-founder of Farm Shop and Honey Care Africa as well as a Lecturer and Associate staff at the Coady International Institute at St. Francis Xavier University in Canada. For more than a decade Farouk served as the Senior Advisor for Economic Development with CARE International, during which time he supported the development and implementation of a wide range of successful and innovative market-based development programs across Africa and Asia.

At Farm Shop, Farouk guides the strategy of the organisation and leads the development of the service model drawing on more than 15 years of experience supporting smallholder farmers around the world.

He has received a number of prestigious awards for his work in advancing sustainable poverty reduction. This includes the Equator Initiative Prize, the International Development Innovation Award from the World Bank and the World Business and Development Award from the Prince of Wales International Business Leaders Forum. Farouk is also a Senior Ashoka Fellow as well as a Sauvé Fellow and an Aga Khan Foundation Scholar. He is the recipient of the Bryden Alumni Award and the Queen’s Alumni Humanitarian Award and has also been named among the Top 100 Social Entrepreneurs by the Schwab Foundation at the World Economic Forum.

Farouk holds a Master’s in Environmental Studies from York University, a Post-Graduate Diploma in Business and Sustainability from the Schulich Business School, and a BSc. Honours, First Class in Environmental Biology from Queen’s University, all in Canada.