Producers Direct
Producers Direct is a UK-registered charity (founded 2009) that builds digital tools, market access platforms, and farmer-owned cooperative networks serving 1M+ smallholder farmers across East Africa and Latin America through its Mbibo marketplace, Croppie AI yield-prediction app, and Centre of Excellence training hubs.
- Company typePrivate
- Founded2009
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Producers Direct does
Producers Direct is a UK-registered charity (registration 1133218) and company limited by guarantee founded in 2009, with additional registrations in Kenya, Peru, and as a US 501c(3) nonprofit (EIN 87-2223644). Headquartered in London with regional offices in Nairobi, Lima, and Madison, Connecticut, the organization invests in smallholder farmers across East Africa (Kenya, Uganda, Tanzania) and Latin America (Peru, Colombia) to address power imbalances in food systems where farmers earn less than 30% of the value generated by their crops. The organization reports reaching 1.3 million smallholder farmers directly since founding and operates within a trusted network of 1M+ farmers organized through partner cooperatives.
The technology portfolio centers on Mbibo (formerly FarmDirect), a farmer-owned digital marketplace and intelligence engine that aggregates fragmented data from farmers, transporters, and buyers to enable direct transactions and real-time market insights. To date, the platform has enabled $674,769 in cumulative sales with 4,600+ farmers selling produce and 55+ agribusinesses sourcing monthly. Croppie is a smartphone app using AI to generate coffee yield predictions from images, providing agronomic advice to smallholders without requiring expert intermediaries. ROTA Financial Logbooks is a co-designed financial tracking tool with women farmers. Physical infrastructure includes the Centre of Excellence network, farmer-run enterprises hosted by producer organizations that deliver training, market access, and credit fund services, supported by a Youth Agent Network that bridges the digital divide at the community level.
Producers Direct operates primarily on restricted institutional grant funding, which accounts for approximately 90% of revenue with a stated goal to reduce to 70% by 2025. Key funders include GIZ, World Food Program Innovation Accelerator, Bayer, Acumen, OCP Foundation, Inter-American Development Bank, and the Livelihood Impact Fund. Diversifying revenue streams include transaction fees from Mbibo, branded honey sales through pdshop.co.ke in Kenya, and emerging potential from EUDR compliance support. The go-to-market model is community-led, blending digital tools with in-person services through youth agents and cooperative networks. The target to scale Mbibo to 150,000 Ugandan farmers by 2029 signals the organization's pivot toward a more commercially sustainable, cooperative-owned digital platform model.
Producers Direct firmographics
Firmographics- Name
- Producers Direct
- Legal name
- Producers Direct
- Website
- https://producersdirect.org
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Producers Direct is a UK-registered charity (founded 2009) that builds digital tools, market access platforms, and farmer-owned cooperative networks serving 1M+ smallholder farmers across East Africa and Latin America through its Mbibo marketplace, Croppie AI yield-prediction app, and Centre of Excellence training hubs.
- Ownership category
- akta.pro rank
Producers Direct industry classification
Industry- Product category
- Agricultural Cooperative Services
- NAICS
- Fresh Fruit and Vegetable Merchant Wholesalers (42448)
- SIC
- Agricultural Services (700), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Local / Farm-to-Wholesale Produce Aggregation & Distribution (AFAIACAG)
- akta.pro secondary industry
- Terminal Market / Produce Market Wholesalers (AFAIACAK)
Keywords
Where Producers Direct is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Producers Direct business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Grant Funding: Primary revenue source from institutional donors and foundations including GIZ, World Food Program Innovation Accelerator, Bayer, Livelihood Impact Fund, Acumen, OCP Foundation. The organization is working to reduce dependence on restricted grants from 90% to 70% by 2025.
- Honey Sales: Creating a farmer-owned brand of honey. By purchasing Producers Direct honey, hundreds more smallholder farms become sustainable businesses. Honey is currently on sale in Kenya with plans to scale across network.
- Digital Platform Revenue: FarmDirect/Mbibo platform facilitates transactions between farmers and buyers. While primarily focused on farmer benefit, the platform generates value through increased farmer participation and market efficiency.
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Producers Direct product offering
Product offeringCore offering
Producers Direct operates a farmer-owned digital platform and cooperative service model that connects smallholder farmers to markets, training, and data. Its flagship Mbibo platform enables direct transactions between farmers, transporters, and buyers while aggregating data into actionable market intelligence. Complementary offerings include the Croppie AI yield-prediction app, ROTA financial logbooks, Centres of Excellence for farmer-led training, and a farmer-owned honey brand sold via PD Shop Kenya.
Product overview
Producers Direct operates a platform-based model centered on smallholder farmers, comprising a digital marketplace (Mbibo/FarmDirect), a yield prediction app (Croppie), and financial management tools (ROTA Financial Logbooks). These products are supported by a network of farmer-run Centres of Excellence and youth agents who provide training, funding, and market access services. The model also includes a farmer-owned honey brand, representing a diversified portfolio of digital tools and support services designed to strengthen farmer incomes and resilience.
Differentiator
Problem solved
Functional benefit
Brands
- Mbibo: A farmer-led digital marketplace platform (formerly FarmDirect) that connects farmers with buyers, enabling market access and data-driven decisions. Launched with support from World Food Program Innovation Accelerator, Milken Institute, Bayer, Livelihood Impact Fund, Acumen and OCP Foundation.
- Croppie
Products and services
- Mbibo (formerly FarmDirect) A farmer-owned digital marketplace and intelligence platform that connects smallholder farmers to buyers, enabling real-time market access, transaction management and market insights. Aggregates data from farmers, transporters, and buyers into a trusted source for direct transactions and efficient operations; has enabled $674,769 in cumulative sales revenue, with 4,600+ farmers selling produce and 55+ agribusinesses sourcing monthly.
- Croppie A digital smartphone application that enables smallholder coffee farmers to generate yield predictions using smartphone pictures and AI, providing farmers with actionable agronomic advice on how to adapt to forecasts. Farmers can use farmer-friendly instructions without needing an expert.
- ROTA Financial Logbooks A co-designed financial tracking tool for women smallholder farmers that records production, income, expenses, and household financial activities in a structured visual format. Information is digitized and transformed into personalized financial insights and recommendations.
- Producer Direct Honey A farmer-owned honey brand sold through the PD Shop Kenya e-commerce storefront. By purchasing Producers Direct honey, hundreds more smallholder farms become sustainable businesses; beekeeping can add roughly $29/month to a farmer's income.
Quantifiable outcome
- Farmers selling into local markets increased incomes by ~50%
- +7 more outcomes
Companies that use Producers Direct
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
Producers Direct technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature4 records
Producers Direct partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- UK-Kenya Tech HubcorePartnership for Youth Direct na AgriBiz Digital National Innovation showcase providing platform for young agripreneurs to showcase agricultural innovations with UK-Kenya tech hub support.
- Milken InstitutecoreStrategic partner supporting FarmDirect through Milken-Motsepe Prize competition and ongoing innovation recognition.
- Mercy Corps AgriFinminorPartner in Youth Direct program providing expertise in agricultural finance and digital services for smallholders.
- Food and Agriculture Organisation (FAO Kenya)minorSpeaker at Youth Direct National Showcase event discussing support for youth in agribusiness.
- Syngenta FoundationminorSpeaker at Youth Direct National Showcase sharing expertise in agricultural innovation.
- Kenya Climate Innovation Centre (KCIC)minorPartner organization at Youth Direct National Showcase focused on climate-smart agriculture.
- Equity BankminorPrivate sector representative at Youth Direct National Showcase discussing financial inclusion in agriculture.
- Busara Centre for Behavioural EconomicsminorConducted quantitative analysis of Youth Direct showcase participants showing 10% increase in agripreneurship knowledge.
- Youth Innovation Hub (Kayonza)coreYouth-led initiative created to work with young people inspiring them to start agriculture businesses. Started November 2016, continues as thriving innovation hub with 24 young people doing commercial farming.
- CenfrocafecoreCooperative partner in northern Peru specializing in specialty coffee, coffee roasting, and member commercial/community development. Hosts Youth Forum events.
- CAC PangoacoreCoffee cooperative in Peru's Selva Central with Centre of Excellence hosting farmer-led training and programs.
- IBees (Dedan Kimathi University)minorYouth agripreneurs winning Youth Direct na AgriBiz competition with automated beehive monitoring solution using mobile app and real-time alerts.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
Producers Direct competitors and assessment
Company assessmentEmerging players
- AgroStar: AgroStar is an India-based agri-tech platform helping smallholder farmers access agronomic advice, inputs, and market linkages via mobile. Comparable to Mbibo/Croppie as an emerging-market smallholder digital platform, though geographically distinct.
Direct peers
- One Acre Fund: One Acre Fund provides smallholder farmers in East Africa with financing, training, and market access through a hub-and-spoke model. Closely comparable to Producers Direct's Centre of Excellence and farmer service network in Kenya, Uganda, and Tanzania.
- Twiga Foods: Twiga Foods operates a B2B food distribution platform connecting Kenyan smallholder farmers to urban vendors. Directly comparable to the produce aggregation and buyer facilitation functionality of Producers Direct's Mbibo platform.
- Apollo Agriculture: Apollo Agriculture uses machine learning and mobile technology to deliver financing, advice, and market access to smallholder farmers in Kenya. Directly comparable to Mbibo/Croppie as a Kenya-based agtech platform serving smallholders with digital tools.
- iCow: iCow is a Kenya-based mobile platform delivering agronomic advice and market information to smallholder farmers. Comparable to Croppie and Mbibo as a smallholder-facing digital agriculture tool in East Africa.
- TruTrade Africa: TruTrade Africa connects smallholder farmers to reliable buyers through a mobile-based sourcing and payment platform. Directly comparable to Mbibo's produce aggregation and buyer facilitation model.
- Babban Gona: Babban Gona provides smallholder farmers in Nigeria with training, financing, and market access through a cooperative franchise model. Comparable in its focus on smallholder cooperative uplift and input/output market linkage.
- Wefarm (now Viamo): Wefarm built a peer-to-peer digital network for smallholder farmers to share information and access markets. Highly comparable to Producers Direct's Mbibo platform given the shared focus on smallholder digital connectivity and marketplace access.
Broad incumbents
- Cafédirect: Cafédirect is a UK-based fair trade coffee company owned by smallholder cooperatives, with a long-standing relationship with Producers Direct (shared board members). Comparable as a mature smallholder cooperative-owned brand with input from the same farmer base.
Others
- Farm Africa: Farm Africa is a UK-based charity working with smallholder farmers in East Africa on market access, climate resilience, and cooperative development. Comparable in mission and farmer-support model, with a Producer Direct board member also serving as a Farm Africa trustee.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Producers Direct social profiles
Digital presenceProducers Direct financial estimates
Financial estimateRevenue estimate
Valuation estimate
Producers Direct leadership team
Management profileNumber of profiles
Profiles17 records
Producers Direct funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Producers Direct M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Producers Direct
What does Producers Direct do?
Producers Direct operates a farmer-owned digital platform and cooperative service model that connects smallholder farmers to markets, training, and data. Its flagship Mbibo platform enables direct transactions between farmers, transporters, and buyers while aggregating data into actionable market intelligence. Complementary offerings include the Croppie AI yield-prediction app, ROTA financial logbooks, Centres of Excellence for farmer-led training, and a farmer-owned honey brand sold via PD Shop Kenya.
Is Producers Direct a public or private company?
Producers Direct is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Producers Direct founded?
Producers Direct was founded in 2009. It employs 11 to 50 people.
Where is Producers Direct based?
Producers Direct is headquartered in London, United Kingdom, in the Europe region.
How does Producers Direct make money?
Three revenue lines are on record. Grant Funding is the primary driver. The others are honey Sales and digital Platform Revenue.
Who are Producers Direct's main competitors?
AgroStar is listed as an emerging player. Direct peers are One Acre Fund, Twiga Foods, Apollo Agriculture, iCow, TruTrade Africa, Babban Gona and Wefarm (now Viamo). Cafédirect is listed as a broad incumbent. Farm Africa is listed as an others.
Does Producers Direct have an API?
No public API is recorded for Producers Direct.
What industry is Producers Direct in?
Producers Direct's product category is Agricultural Cooperative Services. Its primary akta.pro industry code is AFAIACAG, Local / Farm-to-Wholesale Produce Aggregation & Distribution, with a secondary code of AFAIACAK, Terminal Market / Produce Market Wholesalers. Its NAICS code is 42448 and its SIC code is 700.