About Us

Our Vision

All of the Smallholdr team are passionate about harnessing the power of data and information to stimulate better informed decisions by businesses and small farmers alike. Our immediate focus is Sub Saharan Africa as we all have strong connections and experience there: Kelechi is Nigerian; Duncan spent time in Zimbabwe as a VSO and been involved in businesses trading in and out of Africa in many guises since; John spent four years in Malawi and Karen spent six, both having forged lifelong connections there. However, we are not limited by geography and see the opportunities that Smallholdr can bring to farming businesses across the world.

We aim to transform how farming organisations trade with smallholder farmers
We have witnessed the levels of poverty in developing countries, and the myriad of factors that conspire to make those living on the land struggle to make ends meet. We also believe in the power of the private sector; it is vital for SMEs in such countries to get the support they need to thrive and offer markets, infrastructure and jobs – and ultimately a healthy economy – to those with limited educational opportunities and resources.

What the private sector can also offer is information – information on the best way to grow crops, how best to harvest them, how to treat pests and diseases, when and where to sell. The failure of government extension in poor countries with millions of farmers is inevitable. Agribusinesses who wish to grow need to buy from these small farmers, and these farmers need to increase their yields. At the most extreme, productivity of smallholders in Sub Saharan Africa can be a tenth of that achieved on commercial farms using modern technologies, so there is simply a huge opportunity for improvement and increases in farmer incomes.

Smallholdr offers a solution for organisations to who wish to capture, manage, analyse and USE data effectively and efficiently in order to develop mutual and profitable relationships with the poor in their value chains. We have no illusions about the scale of the challenge to improve the livelihoods of small farmers, but we think our software can provide a step up to those engaging in agriculture in Africa as well as elsewhere in the world.

We have shared some of our views on the limited utility of spreadsheets and the story of one of our visionary clients on the Practitioner Hub for Inclusive Business. If you relate to these topics – or anything else above – and would like to speak to us about any of them, or about what Smallholdr can do, we would love to hear from you.


We thought it might be useful to offer some references which demonstrate the quality of the Smallholdr product. We are a new business, but the track record of the underlying ‘Revel Engine’ is six years old. The credibility of the team and the product can be demonstrated by Revel’s successful membership of the British Government’s cloud service supplier list as well as acceptance as a business to operate out of Exeter Science Park. A few examples of products using the Revel Engine are given below.

Zynapze – Network Relationship Management

Revel built a very sophisticated system for the UK’s national Knowledge Transfer Network (KTN) to manage and leverage information on the over 90,000 members and 20,000 companies active in the network. The system, which has been live since 2011, is used by over 150 staff to track information on members, plan events and drive customised communications to members. Zynapze tracks a diverse range of information on each individual and company and intelligent algorithms calculate their engagement and priorities. This analysis drives custom communications to members to help them maximise their value from the network.

“Revel’s user-centred approach to understanding our needs is very effective. The system is very easy to use and the Revel team spent considerable time understanding our users so that the user-design would mirror our workflow. This has made adoption of the software much more straightforward.” 
Steve Welch, Director, KTN


The Revel Engine was used to develop an advanced web-based stock management system, which has been in use in a large warehouse in Lilongwe, Malawi, for over a year. This system allows management to track stock levels of all items in the warehouse in real time, and to enforce digital authorisation and signature processes for all stock movement, leading to better compliance and minimising stock loss.


Save the Children have used the system, comprising a custom mobile app and our web-based backend system, for several years; it enables teachers to use smartphones to deliver educational content, capture attendance information and monitor educational development.

The development of Smallholdr was supported by a grant from the Malawi Innovation Challenge Fund in 2015


Unlock the potential of trading with smallholders. Unlock smallholders’ trading potential.




Exeter Science Park, Babbage Way, Exeter, EX5 2FN


+44 (0) 7790722062