Farai Madziva

Vice President of Cultivation , Curio Wellness LLC/Horticulture

Owings Mills, United States

Global agriculture executive with 25+ years’ experience leading regenerative agriculture and community programs across Africa, North America, and Europe. Delivered initiatives such as rainwater harvesting systems, planting 30,000+ trees in Athi River, and earning a Fairtrade award. Skilled in donor partnerships, program funding, and scaling sustainable systems that drive productivity and resilienc

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Area of Expertise:
  • Administration, Management, Finance/Accounting, Procurement
  • Agriculture, Livelihoods, Microfinance, Rural
  • Director, CEO, COP, President
  • Environment, Climate, Energy, Water, Sanitation
  • Infrastructure, Technology, Engineering, Science
Professional Experience:

I am a global agriculture executive with over 25 years of leadership in sustainable agriculture, regenerative farming, and program management across Africa, North America, and Europe. My career has been defined by designing and scaling operations that balance productivity, profitability, and environmental stewardship, while empowering farming communities and strengthening value chains.

As Vice President of Cultivation at Curio Wellness (USA), I led a $60M multi-site operation with over 200 employees. I implemented lean management systems, automation, and data-driven crop steering that increased yields by 55%, reduced input costs by 60%, and expanded operations by 150,000 sq. ft.. My focus on operational efficiency, team development, and sustainability ensured scalable, high-performing systems that delivered consistent results.

Previously, as Regional CEO for The New Forests Company (Uganda and Kenya), I directed multi-country forestry and agroforestry programs impacting over 3,000 households. I secured $20M in donor funding from Norfund and Finnfund to drive sustainable forestry and outgrower programs. Together with local farmers and NGOs, we restored over 3,000 hectares of degraded land and significantly increased household incomes. I also maintained FSC certification across operations and engaged government and private-sector partners to strengthen market linkages.

During my tenure as General Manager at Harvest Flowers (Kenya), I scaled operations from €10M to €90M in revenue, leading a team of 1,900 employees. I spearheaded greenhouse expansions, rainwater harvesting systems, and worker welfare programs that earned us the Fairtrade award for Best Workers’ Committee in Africa. One of my proudest achievements was planting 30,000 trees in Athi River, a project that improved local ecosystems while engaging workers and their families in environmental stewardship.

At Kitayama Brothers (USA), I modernized production and distribution systems, cut costs by 20%, and built national fulfillment capabilities serving leading e-commerce floral brands. These experiences honed my skills in supply chain optimization, operational scaling, and market-driven strategy.

Throughout my career, I have consistently integrated sustainability and innovation into operations, leveraging technology, process optimization, and partnerships to deliver measurable impact. My leadership extends beyond operations into board and advisory roles, including service with Certified American Grown, CalFlowers, Society of American Florists, and the Agricultural Employers Association of Kenya, where I have contributed to industry policy and advocacy. I was nominated as a commissioner for California cut flowers commission.

I bring a proven track record of building high-performing teams, engaging diverse stakeholders, and managing complex, donor-funded programs. My experience uniquely positions me to drive community-based agricultural transformation, aligning productivity and profitability with environmental and social outcomes.

Education:

I have pursued advanced academic and professional training to complement my extensive leadership experience in agriculture and sustainable development.

I hold an Executive MBA in Applied Horticultural Business from Texas A&M University (2021), where I focused on strategy, financial management, and operational excellence in complex agricultural systems. This program deepened my expertise in scaling high-impact operations, integrating sustainability into business models, and driving organizational transformation.

I earned an MBA in Business Administration from the Royal Agricultural University in the UK (2002), with a specialization in international agribusiness strategy and global supply chain management. This education equipped me with the skills to manage multi-country agricultural enterprises, align commercial objectives with sustainability goals, and engage diverse stakeholders, from farmers to policy makers.

My academic foundation includes a Bachelor of Science in Agriculture & Land Management and a Diploma in Agricultural Management from the Royal Agricultural University and Coventry University (1999). These programs provided the technical and scientific grounding to manage land, soil health, and crop production systems effectively—knowledge that has been critical in my work advancing regenerative agriculture and sustainable intensification.

In addition, I completed a Certificate in Marketing Implementation at IE Business School in Spain (2016), enhancing my ability to design and lead programs that balance market-driven approaches with community impact.

This blend of technical agricultural education and advanced business training has allowed me to design and implement scalable, sustainable solutions in diverse contexts—ranging from smallholder farmer programs in Africa to large-scale controlled environment agriculture operations in the United States.

My academic background, combined with a lifelong commitment to learning, enables me to bridge the gap between technical expertise, strategic leadership, and stakeholder engagement—key strengths that I continue to apply in global food systems transformation and community-driven development initiatives.

Affiliations and Achievements:

Affiliations

Director, Certified American Grown (2021–Present)

Board Member, CalFlowers (2020–2021)

Council Member, SAF Futures & Growers Councils (2019–2021)

Board Member, EU/USA Flower Bulbs Campaign (2019–2021)

Commissioner, California Cut Flower Commission (2018–2020)

Board Member, Agricultural Employers Association of Kenya (2013–2016)

Board Member, New Forests Company (2015–2016)

Contributor to UNEP initiatives on sustainable agriculture and food systems

Key Achievements

Community & Sustainability Impact

Spearheaded tree-planting initiatives, including planting 30,000 trees in Athi River, improving soil health, biodiversity, and community resilience.

Partnered with stakeholders to provide supply poles for rural electrification, build schools, and develop clean water facilities that improved quality of life for farming communities.

Designed and implemented rainwater harvesting systems to enhance water security for both farms and local communities.

Embedded Fairtrade, GAP, and FSC standards across multiple operations, ensuring global compliance and social responsibility.

Operational Excellence

Scaled a $60M multi-site cultivation operation at Curio Wellness, improving yields by 55%, reducing input costs by 60%, and driving EBITDA growth by 50%.

Led the €80M revenue growth of Harvest Flowers in Kenya while improving worker welfare and introducing innovative sustainability practices.

Secured $20M in donor funding from Norfund and Finnfund to support sustainable forestry and community agroforestry programs.

Leadership & Stakeholder Engagement

Built and maintained strong partnerships with donors, government agencies, NGOs, and local communities, ensuring alignment between business goals and community needs.

Led policy advocacy efforts supporting reforestation, agroforestry, and rural development initiatives in East Africa.

Developed high-performing, cross-cultural teams to deliver complex programs with measurable social, economic, and environmental impact.

Awards & Recognition

Fairtrade Award for Best Workers’ Committee in Africa (2013) for innovative worker empowerment programs.

Winner of “Best Flower” – Leaf Bowl MD (2022) for operational and quality excellence.

Available for:

  • Consulting assignments
  • Job opportunities
  • Being headhunted – make me an offer

Years of Experience:

More than 20 years

Highest Qualification:

Masters

Languages:

English, Kiswahili, Shona, Spanish

Nationality:

United States

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