About Us

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

Felipe Ayerbe

Co-Founder and CEO

Eduardo Shoval

Co-Founder and Executive Chairman

Yori Nelken

Co-Founder and Executive Board

Salomon Kassin T

Co-Founder and Executive Board

Felipe Ayerbe

Co-Founder and CEO

Eduardo Shoval

Co-Founder and Executive Chairman

Yori Nelken

Co-Founder and Executive Board

Salomon Kassin T

Co-Founder and Executive Board

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)

World Class Management Team

Matias Troncar

Executive VP & COO

Oswaldo Aranha Neto (”Vado”)

Chief Business Development Americas

William Vinck

Head of International Business Development

Sonia Acuña

VP Business Development & Sales

María Alejandra Barrios

Head Machine Learning

Carolina Pérez

Technical Director

Asaf Ron

VP R&D

Eliran Lazar

VP Product

Andrés Vega

CFO

Matias Troncar

Executive VP & COO

María Alejandra Barrios

Head Machine Learning Scientist

Andrés Vega

CFO

William Vinck

Head of International Business Development

Eliran Lazar

VP Product

Asaf Ron

VP R&D

Sonia Acuña

VP Business Development

Carolina Pérez

Technical Director

We are hiring

Felipe Ayerbe

Co-Founder and CEO

  • Fundamental experience in enabling and developing greenfield and brownfield agribusiness operations (oil palm, natural rubber, forestry)

  • Relevant transaction and deal making experience (Investment Banking and Private Equity)

  • Deep multinational business experience derived from breadth of consulting work at McKinsey & Co

  • Wealth of knowledge of issues and opportunities in tropical agriculture

Eduardo Shoval

Co-Founder and Executive Chairman

  • Highly successful serial entrepreneur; angel investor and high-tech mentor

  • 25+ years experience steering companies through rapid growth challenges

  • Co-Founder of Cognitiv Fund (Israeli early stage venture fund in cognitive tech)

  • Built and sold 7 successful companies (Optibase, Vcon, Accord, Lasercomm, Big Band, Sirica, Accels) with 5 exits of over $300M each and one in excess of $1 Bn and total revenues of multiple $ Billions

Yori Nelken

Co-Founder and Executive Board Member

  • 20 years of experience as a serial entrepreneur, angel investor and mentor in high-tech, alumnus of Israel’s elite 8200 Intelligence Unit

  • Co-Founder of Cognitiv Fund

  • AI pioneer (Natural Language Processing)

  • Co-founded 3 companies from the ground up with successful exits (Banter, TimeBridge, Local Sciences)

  • Former entrepreneur-in-residence at Mayfield Fund in Silicon Valley

Salomon Kassin T

Co-Founder and Executive Board Member, Commercial Activities

  • 40 years of transaction and deal making expertise

  • Extensive experience and wealth of contacts in commodity trading (coffee, cocoa, sugar, coal)

  • Founder of a specialty coffee company, Condor

  • Senior high-level network in Israel and LatAm

Matias Troncar

COO

  • 15+ years of experience as a general manager, commercial strategy manager, finance manager and strategy consultant

  • Extensive experience in agro-industrial business management and CPG / food

Oswaldo Aranha Neto

International Business Development Advisor

  • 40+ years experience in coffee trading, (Brazil and New York), former officer and director of major trading groups (ED&F Man and Gill&Duffus)

  • Former President of the Brazilian Coffee Exporters Federation (FEBEC) and Exec Director of Cecafe

  • Member of the private sector committee of the International Coffee Organization (ICO) in London

  • Former CEO of Pacorini Group (Brazil, Vietnam, Belgium and Italy)

  • Economist, with post graduate studies in finance at PUC-RIO and at New York Institute of Finance

William Vinck

Head of International Business Development

  • 40 years of experience in the coffee business in a number of senior functions in trade, industry and logistics/supply chain

  • Formerly Head of Procurement and Green Coffee Sourcing from Africa, Central and Latin America in Decotrade (DE Master Blenders 1753) and member of the Board of Directors at the DE Foundation

  • Most recently Managing Director for the Pacorini Group of Switzerland and Colombia.

Sonia Acuña

VP Business Development

  • 30+ years experience in coffee and technology

  • Former CIO and CTO for Federación Nacional de Cafeteros

María Alejandra Barrios

Head of Machine Learning Scientist

  • Wealth of Silicon Valley experience in Data Science

  • World class technical proficiency

  • PhD in Physics

Carolina Pérez

Technical Director

  • Extensive Spectroscopy experience in coffee (Cenicafe)

  • MSc in Food Engineering

Asaf Ron

VP R&D

  • Top of the line full stack developer

  • Serial entrepreneur 10+ years  experience

  • Led dozens of products from idea to production

Eliran Lazar

VP Product

  • 10 years of entrepreneurial experience in startup environment

  • Proven track record in high-tech business development, product planning, UI/UX

  • Former Captain Israeli Defense Forces Infantry

Andrés Vega

CFO

  • 25+ years of professional experience as CFO of various companies in diverse sectors in Colombia

  • Corporate Finance

  • Investment Banking

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