Every day, globally 2 billion of cups of coffee are consumed, generating an annual revenue of USD$433.60 bn in 2022.

But did you know that 60% of the world’s coffee producers are small farmers, 44% of this group live in poverty and 22% live below the level of poverty. These Producers don’t have access to Education or Technology. 

Our client is looking for four Non-Executive Directors / Advisors (Non- Execs) to join them on their exciting journey. The candidates will have experience in high-growth start-up businesses in:

  • SaaS (Software as a Business)
  • Exporting (ideally with experience in customs)
  • Strategy, International business growth
  • and Finance. 

A knowledge or interest in the coffee industry would be an advantage but is not essential since this is a disruptive technology.

The company is headquarters in the UK, with a presence on the ground in South America where one of our directors develops solutions for small coffee farmers.

We are seeking four Non-Executive Directors, with skills listed below who will be encouraged to become shareholders in the company to align the incoming Non-Executive Director’s interest with that of the existing Directors who are all shareholders. The minimum investment we are looking for is £25k.

The Four Non- Executive Directors / Advisors will be expected to contribute with their knowledge, experience and networks to the growth of the company.

Business Concept: 

  • Our client is developing a disruptive and innovative digital solution to generate growth amongst these small coffee farmers and help move them out of the poverty trap. The App that they are developing is a solution (yes, even in poverty they have smart phones!) that will provide Agricultural Education and Sustainability systems to small farmers, to revolutionise the way they work and grow coffee. This technological solution with an AI engine, will eventually produce a revolutionary change in the global coffee trading industry.
  • This will pave the way to create an alternative to the established trading model by putting the coffee producer’s wellbeing first, creating a more conscientious and sustainable coffee trading system. Our product will launch as an App called “Inside Farm App” This is based on real information from small coffee farmers in Latin America, where they can see that we can relate directly to their challenges and struggles. Through the App they will be able to dramatically improve their farming techniques in an entirely sustainable way, increasing yield. In a future stage they will be able to directly trade the coffee beans they’ve grown improving the margin they make and elevating them and their families out of the poverty trap in which they currently live.
  • The App addresses several United Nations SDGs (Sustainable Development Goals) like: No poverty, Equity, Quality Education, Industry Innovation, Sustainable Communities, Responsible Consumption and production, Climate Action and Economic Growth.
  • The company is in the process of starting R&D for the App as it needs bespoke development because there is nothing remotely similar which addresses social, environmental, trading and development opportunities.
  • The company has great traction in Latin America already having built relationships for more than 3 years supporting small coffee producers and educating them.
  • Main Priorities this 2022-23 period will be conducting R&D for the App services and Drone mapping; start building the App and producing a beta version for testing. We expect to be in market in Latin America, Mexico, Venezuela and Peru.by mid 2023 with live client testing, using the feedback to improve and refine the App and collecting data for the AI algorithm.
  • Starting out in South America, knowledge of Spanish or an ability to work in this language would be a positive point.
  • Our client has already received SEIS Advanced Assurance and future funding will qualify for EIS for further App and trading platform development.

 Market & Opportunity:

  • The global application software development market size is expected to grow from $205.15 billion in 2021 to $260.38 billion in 2022 at a compound annual growth rate (CAGR) of 26.92%. and then to reach $703.13 billion by 2026 at a CAGR of 28.19%.*
  • Only for the UK, coffee imports during 2020 were £268.9 million (which is growing exponentially).
  • App development in UK - market size £19.4bn in 2022** and growing at 17.4% - 

    More than two-thirds of Latin America’s population is connected to a mobile network, with 70% of the regional population being unique mobile subscribers in 2020.

  • 73% of the population of Latin America will subscribe to mobile services by the end of 2025. During this period, smartphone adoption will reach 81% in the region***

In-App Revenue Generation:

  • ADs Advertisement in App / Companies / Products
  • In-App Store Services Purchasing agricultural products in App, commission received
  • Services Paid premium services for additional features


Ultimately the App will disrupt the traditional trading structure allowing small farmers to aggregate their production with other farmers (where quality is equal) and allow them to sell directly to large customers (think coffee chains, especially eco / bio ones)..

Four Non-Executive Directors Criteria:

The Non Execs that we are seeking will fulfil the following criteria:

  • Commercially oriented Director; with broad experience of Sales. Ideally experience and senior contacts within the retail / coffee industry, or knowledge and experience of working in a related sector.
  • A CFO/FD with experience of commercial fundraising for early-stage companies, including the successful pursuit of available grant funding from various sources.
  • Marketing/PR/social media experience ideally in the beverage industry and with knowledge of driving Brand and Awareness for a new / disruptive player.
  • Strategy development, (potential Board Chairperson) working alongside existing management, providing guidance and mentoring to an enthusiastic team committed to making a real difference in the Coffee industry.

In addition to the above, we are looking for candidates who meet the following criteria:

  • Experienced Non-Executive Directors / Advisors (non- Execs) to join the team to contribute to their exciting journey.
  • The candidates should have experience in high-growth start-up businesses ideally in SaaS (Software as a Business).
  • Experience of exporting (ideally with experience in customs).
  • Experience of Strategy and International business growth.
  • Proven entrepreneurs with successful business track records.
  • Experience of growing one or more early-stage companies.
  • A knowledge of the coffee industry would be an advantage but is not seen as essential since this is a disruptive technology.
  • Any NEDs / advisors appointed will be prepared to contribute their time and experience, until in-house full-time staff are gradually appointed. The NEDs will be expected to take a significant advisory role in the appointment of senior staff.
  • The incoming Non-Executive Directors will be encouraged to become shareholders in the Company with a minimum £30k investment (which is SEIS eligible) to align their interests with those of the existing Directors who are all shareholders.


* The Business Research Company, App Software market

** Ibis World, App development In the UK

*** GSMA, Latin America.



Closing Date for applications: 3rd October 2022


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