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

Head of HR, Finance

Paul is a dynamic CPA 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 financial management, human resources and administration as well as franchisee training.


Saida Nyambura

Supply Chain 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.

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