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.

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.

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.

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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