About Us

The story behind Demetria and our winning team

How it all started?

In 2018 Demetria’s four founders first identified the opportunity for bringing leapfrogging ag-tech to the technologically starved and overlooked tropical agriculture value chains.

The innovation flame was lit by the unique combination of deep Coffee industry understanding with the appreciation of the affordability and democratization of sensors and cognitive tech brought about by cloud technologies seen in Israel.

A few months later, after a thorough market validation process they founded Demetria with the mission of building the world’s first coffee quality and traceability Data Cloud driving efficiency and transparency throughout the supply chain.

Founding Team

A unique combination of proven track records, high tech company building expertise, and wealth of
coffee industry know-how and know-who (~100 years of combined experience)

Felipe Ayerbe

Co-Founder and CEO

Eduardo Shoval

Co-Founder and Executive Chairman

Yori Nelken

Co-Founder and CTO

Salomon Kassin T

Co-Founder and Executive Board Member, Commercial Activities

World Class Management Team

Oswaldo Aranha Neto (”Vado”)

Chief Business Development Americas

Sonia Acuña

VP Business Development & Sales

Christian Streubel


Asaf Ron


Carolina Pérez

Technical Director

Roger Galindo, Ph.D.

Head Machine Learning

Eliran Lazar

VP Product

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