Meet the Team

We are Storimarket, a passionate team of entrepreneurs who are committed to two things. Improving incomes for smallholder farmers in Africa and better connecting us to the food we eat. At Storimarket, these goes hand in hand.

We come from a diverse range of backgrounds: international development, business, the public sector, food and hospitality. Most importantly, we are also mums and dads, keen to create a better world for our children.

We have lived, worked and travelled across Africa, by foot, donkey, bike, car...well, you get it. We have a profound appreciation of the continents' beauty and its potential. Potential that will be realised not through aid, but fair and transparent trade.

Core Team

Tom Ellum

Tom Ellum (MBA, MSc), Founder and CEO 

Tom left his role as a director at the one of the UK's largest not-for-profits to start Storimarket, whilst completing his Executive MBA at the University of Cambridge. His experience working in country management roles in both Africa and Asia, almost prepared him for the challenge. His first experience of Africa was driving with his brother to Timbuktu - 6,000 kms later he was so hooked, he didn't go home. Instead, he backpacked through the continent and switched career from the private sector to international development. With his free time Tom likes to kitesurf...which generally results in getting injured!

Simon Calder

Simon Calder (MBA), Product Management and Retail Lead Simon Calder, LinkedIn

Originally from Zimbabwe, Simon brings his experience working with one of the UK's largest fresh produce provider to support Storimarket's product management and retail expansion. Simon used to fly planes for the United Nations across Africa, but switched into food after studying for his MBA in the UK at the Royal Agricultural College. Whilst juggling the life of an entrepreneur with the life of a new(ish) dad, he is also finding time to build his new home.

Sharon Lindsay

Sharon Lindsay, Marketing Lead Sharon Lindsay, LinkedIn

As an economic development consultant, Sharon has always had an interest in helping people and communities realise their potential and make sustainable changes in their lives. Fascinated by what she knew about development in Africa, she decided after many years of working in the UK, to turn her attention to supporting African social businesses, including Storimarket - and she has never looked back. Motivated by the dynamic and entrepreneurial spirit of the people she has worked with on the continent, Sharon is passionate about enabling African communities to harness that spirit to create lasting change. Sharon and her family have recently moved to Kenya, where she and her husband, two young kids and newly adopted dog spend their time exploring the amazing country at every opportunity.

Alex Rosso

Alex Rosso (MA, MSc), Creative Lead Alex Rosso, LinkedIn

Alex is the creative strategist of Storimarket, using his passion for a better future for food and a MA in innovation from the prestigious Central Saint Martins design school to guide the brand. In the past years Alex has worked in design, brand and communications in Athens and London, on global tech, tools and automotive brands as well as less interesting projects in HR. Alex first trip to Africa was with his dad, where they visited both Nigeria and Niger - his fascination with the sights, sounds and taste of the continent continue to this day. When he's not working, Alex likes to impress his family and friends with his amazing cooking.

Advisory Board

Bas Janssen

Bas Janssen (MBA), Logistics Adviser - currently International Networks Director at Geopost-DPD

Bas is Storimarket's logistics guru, with over two decades experience working at TNT/Fedex and is currently the International Networks Director at Geopost-DPD. Bas is also chairman of Fleet Forum, an inter-agency association focused on supporting fleet safety and management globally, and a strategic adviser to HIV not-for-profit, North Star Alliance. In his spare time, Bas is a food sustainability nut looking finding better ways to buy his food.

Nasser Ahmed (MBA), Digital and Technology Advisor - currently Head of Emerging Markets for Google Digital Academy 

Nasser is a trusted technical advisor and has advised many Fortune 500 companies and consultancies. He's dedicated to solving complex challenges using creative and thought-provoking solutions, especially his understanding of the fast paced world of Cloud and digital transformation. In his role at Google, he's committed to bringing the benefits of technology to Africa.

Helen Blackholly (PhD), Consumer and Trade Marketing Advisor - currently Vice President & Director Health Systems at Marie Stopes International 

Helen has over two decades of commercial experience from product development to sales strategy & activation and business strategy. She's worked across retail and consumer brand, such as Colgate, Safeway, Revlon and Reckitt Benckiser, in global roles. Furthermore, she's done management consultancy with leading European businesses. She is now using this experience to help Marie Stopes International deliver contraception and safe abortion services to some of the poorest women in the world. 

Charles Perry, sustainability

Charles Perry (MBA), Sustainability Expert and Entrepreneur 

Charles is a leader in sustainable business with a solid track record of building businesses to deliver financial, social and environmental value. He co-founded and ran SecondNature, a leading sustainability consultancy for blue-chip clients including Tesco, Barclays, Network Rail, ENGIE, Shell, Sindicatum, Carbon Tracker, ArjoWiggins, Ofgem, Prince’s Rainforests Project, Lafarge and Old Mutual, which was acquired by Anthesis Group. He is an Al Gore appointed Climate Reality Leader; David Cameron appointed Quality of Life Group Climate Adviser; and was appointed Adviser to Climate Change Minister, Greg Barker. He is also on Advisory Board of Sustainability Hub.