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.

WhatsApp chat with Materra AI on a smartphone screen. Conversation about plant care, showing a close-up of a green leaf with details on plant stress diagnosis and treatment instructions.

For farmers

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

Screenshot of Co:Farm, a farm management app displaying a list of farmers, personal details, and farm information, with navigation options and a photo of a man sitting cross-legged.

For field teams

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

Screenshot of Co:Farm, a farm compliance monitoring dashboard showing a map with farm plots indicated in green, key metrics and compliance status percentages, along with a satellite image inset with graph data.

For project partners

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

A group of men and a child sitting on red plastic chairs outdoors, smiling and engaging in conversation. There are trees and vehicles in the background.

People sitting outdoors on a bench, receiving small cups of drinks from a man in a white shirt, with a tractor and trees in the background.

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.