About Us

Our Vision: A World Where Producers and Consumers are connected in a meaningful way that produces the Ecological, Economic and Social outcomes that are visible and proven in shorter supply chains

Our Mission:
Support Processors, Aggregators, and Manufacturers with the tools necessary to reward value created at the producer level, communicate value to the consumer and celebrate the diversity of the ecology and the consumer... AT SCALE!

What happens when you get two born and raised farm kids crossed with enough technology knowledge to be dangerous? 

You get an Agritech company. Brett O'Donnell and Melissa Baer both come from agriculture backgrounds. Brett from the Hawkes Bay where he put in his dues picking apples, and Melissa from Baden Ontario Canada, where she put in her fair share of time on the Organic farm (Organic since 1987).

Brett went on to spend his career in technology and founded Webtools Ltd. Melissa went on to spend her career in supply chain businesses, founding businesses in production on farm, agriculture tourism, and a company in the business of distribution of agri-food products, while advising on local food eco system not for profits and food commerce technology solutions. With our collective entrenched sustainability DNA, as well as our supply chain knowledge of business models throughout the supply chain, combined with the technology capability. We set out to create solutions for the Agriculture, food and value chain industry.

Meet the makers

Our Amazing Team

Erica Abrie

BUSiness analyst

Super Power: Cross pollinating innovations from across sectors. Bringing learnings to the Agriculture sector‍

+ (64) 027 530 8694

Laurent Y


Super Power: Ability to see the vision, story and implement through code

Blake Quartly

lead designer

Super Power: Taking concepts, and business needs and delivering concise designs.

Ryan Brown


Super Power: Holistic approach to development. Constantly thinking back to front, future product vision to immediate deliverables.

Chris Henderson


Super Power: As one of Webtools original developers, he's got Webtools innovation DNA + international and cross industry experience to inform accurate technology decisions.

Angeline SP


Super Power: Thinking of all the ways to break things. So nobody else can.

Jemma Penelope


Super power: Sustainability research combining land-use economics, emerging market mechanics, management accounting and ecology sciences - starting with a vision, validating it, backing it up with research and delivering a pathway to achieve it

Brian Kang


Super Power: Crossing a Product Owner with a Data Scientist gets you a very powerful solutions expert, informing how you can better utilise your existing data

Tessa Barbour


Super Power: Getting things done! Taking a half baked concept and putting shape to it, to deliver outstanding results.

Keen on joining forces?

We're always keen to partner with companies and people that are leading the way, and pushing the boundaries. We'd love to hear from you!

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