AI-powered Operating System for regen agriculture

I designed and led Co:Farm, Materra’s operating system that turns field operations into audit-ready datasets - so regenerative programs can scale with traceability and MRV.

Key outcomes

Scaled real-world deployment
— 10,000+ farmers and 60+ field staff using Co:Farm, powering ~£75m GMV.

Audit-ready MRV + traceability
— end-to-end traceability, LCA-ready datasets, and dashboards that standardise reporting across delivery partners.

Farmer-facing AI advisory
— WhatsApp-based AI support now used by 1,300 farmers, built to stay contextual and verifiable via ground-truthed datasets.

Contributions

Product & system design
— defined the operating model: workflows and UX across farmer, field, and brand touch points.

Product & tech leadership
— led cross-functional execution from discovery to rollout (engineering, data, agronomy, field ops), including AI roadmap.

Funding
— secured a £500k Innovate UK grant to accelerate R&D.

I’ve kept artefacts high-level to protect confidentiality.

I can walk through workflows, decisions, and outcomes on request.

For farmers

Increase profits and resilience with real-time personalised advice on WhatsApp.

For field teams

Save days per month on data entry and reporting with digital field workflows.

For project partners

Manage impact, resilience, and compliance, with supply chain intelligence and audit-ready data.

A big part of developing Co:Farm has been to immerse myself and my team in the reality of our users, the farmers and field teams to gain a deep understanding of the requirements, the points of failure, the shortcuts. Always challenging our assumptions and maximising the rate of learning.