About Farm to Feed
Farm to Feed is a Kenyan agri-tech startup dedicated to reducing food loss and waste by creating a market for farmers’ full harvest. Founded in April 2020 as a COVID-19 relief initiative, it has evolved into a scalable model that connects smallholder farmers with buyers, ensuring that also edible but cosmetically imperfect fruits and vegetables reach consumers instead of going to waste.
Farm to Feed is building the digital backbone for efficient, transparent supply chains in Kenya, connecting suppliers and producers to commercial kitchens and institutional buyers through one integrated platform. Our purpose-built ERP powers procurement, real-time inventory, receiving, dispatch, pricing and finance, working hand-in-hand with our B2B e-commerce and supplier mobile app to reduce manual work, improve fulfilment performance, and strengthen traceability and data quality from sourcing to delivery across multiple product categories. We’re a practical, execution-driven team that ships what moves the needle in operations and customer experience, using data to learn fast and scale what works.
Role Summary
Own the full sales cycle — from prospecting and outreach through to deal closure — across Farm to Feed’s target customer segments including commercial kitchens, restaurants, schools, hospitals and institutional caterers. Following contract signature, you personally manage each new account for a minimum of three months to embed the relationship, optimise service delivery and identify growth opportunities, before executing a structured handover to the Customer Engagement team.
The role is externally focused, individually accountable for revenue targets, and carries no people management responsibility.
Start date: Immediate
What You’ll Do
Lead Generation & Pipeline Development
• Identify, research and qualify prospective customers across target segments including commercial kitchens, restaurants, schools, hospitals and institutional caterers.
• Execute structured outreach through cold calls, warm introductions, field visits, networking and digital channels — applying creative thinking to develop new sales tactics.
• Build and maintain a robust, data-driven pipeline in the CRM with accurate contact records, opportunity stages, forecasts and follow-up actions.
• Develop and implement a strategic prospecting plan aligned to Farm to Feed’s customer acquisition priorities, as agreed with the CGO.
• Present leads, pipeline status and revenue forecasts to the CGO on a regular cadence.
Deal Qualification & Closing
• Lead all commercial discussions from initial engagement through proposal, negotiation and contract sign-off.
• Present tailored value propositions that reflect Farm to Feed’s mission: affordable, rescued and imperfect produce that reduces waste and expands nutrition access.
• Coordinate with the CGO to review, stress-test and close deals aligned with Farm to Feed’s pricing, capacity and strategic criteria.
• Consistently meet or exceed assigned monthly and quarterly new revenue targets.
• Maintain a strong personal close rate and accurately forecast deal timelines and values.
New Account Management (First Three Months)
• Own the onboarding of every newly closed client: set up ordering routines, communicate product availability windows and ensure delivery and billing processes run smoothly from day one.
• Serve as the primary relationship manager for each new account for a minimum of three months postsignature, building trust, resolving teething issues and embedding the client into Farm to Feed’s service model.
• Develop a deep understanding of each client’s operational patterns, volume requirements and service expectations.
• Identify and convert upsell and cross-sell opportunities within new accounts before handover.
• Execute a structured, documented handover to the Customer Engagement team at the close of the three-month period, including a full account briefing and relationship transfer plan.
CRM Management & Reporting
• Maintain accurate, up-to-date records in the CRM covering all prospect and active account interactions, deal stages and outcomes.
• Prepare and present weekly pipeline reports and monthly revenue performance summaries to the CGO.
• Provide realistic revenue forecasts and track conversion metrics: lead-to-opportunity, opportunity-toclose and average deal size.
• Identify CRM workflow improvements and recommend or implement them in coordination with the CGO.
Cross-Functional Coordination
• Liaise with Operations and Logistics to communicate client requirements, delivery schedules and service commitments made during the sales process.
• Collaborate with the Customer Engagement team to ensure smooth handovers and full transfer of client intelligence.
• Relay market and competitive intelligence to the CGO to inform pricing, product and strategy decisions.
• Coordinate with Finance on invoice set-up, payment terms and credit arrangements for new accounts.
What Success Looks Like
• New revenue closed monthly, number of new accounts activated, and pipeline conversion rate ≥ 25% lead-to-close.
• Sales cycle length ≤ 30 days average from first qualified contact to contract signature. • New account revenue growing ≥ 5% month-on-month during the three-month management period.
• CRM data accuracy at 100% weekly and 100% on-time reporting to the CGO.
Requirements
•Experience: 2–3+ years of B2B field sales experience with a demonstrated, verifiable track record of meeting and exceeding revenue quotas.
• Hunter Mentality: Initiates outreach with energy and creativity; comfortable with cold prospecting and persistent in pursuing qualified opportunities through to close without losing professionalism.
• Commercial Acumen: Deep understanding of the commercial kitchen, hospitality or food distribution sector. Ability to translate Farm to Feed’s value proposition into client-relevant financial and operational outcomes; competent in pricing discussions and structuring commercially sound deals.
• Relationship Management: Builds trust-based relationships with decision-makers quickly. Professional and confident in client-facing settings. Manages multiple accounts concurrently without compromise in service quality.
• Communication & Influence: Excellent verbal and written communication skills. Able to present, persuade and negotiate at procurement and management level. Produces clear, structured pipeline and performance reports.
• Organisation & Self-Management: Highly organised with strong time management across a large concurrent portfolio. Self-motivated; comfortable operating with minimal supervision in a start-up environment. Consistent and accurate CRM record-keeping.
• Integrity & Professionalism: Represents Farm to Feed with integrity in all interactions. Maintains confidentiality of commercial and client data. Takes ownership of outcomes.
Nice to Have
• Prior experience selling to commercial kitchens, institutional caterers, schools, hospitals or the hospitality sector.
• Familiarity with CRM platforms such as HubSpot or Salesforce.
• Exposure to agri-food, FMCG or food distribution supply chains.
• Existing network within Nairobi’s food service and hospitality industry.
Reports to: Chief Growth Officer (CGO)
Works closely with: Customer Engagement, Operations & Logistics, Finance, Sourcing & Product.
Working arrangements: Field-intensive role based in Nairobi. Regular client site visits, industry events and occasional extended hours are expected.
What We Offer
• High-impact mission: You will be the commercial engine of a company solving real food system problems — every deal you close puts more rescued produce in kitchens and reduces waste at the farm level.
• Real ownership: You own your pipeline, your accounts and your revenue outcomes. There is no handholding; there is genuine autonomy and accountability.
• Entrepreneurial environment: Fast-moving, low-bureaucracy culture where your ideas for new tactics, channels or segments will be heard and tested.
• Competitive compensation: Market-aligned base salary plus a performance-linked commission structure tied directly to new revenue closed.
• Career growth: As Farm to Feed’s commercial function scales, strong performers will have clear pathways into senior sales and commercial leadership roles.
