I build products and systems for trade and AI operations.

What I actually do

I co-founded OLYFO to export premium extra virgin olive oil, and everything since has come out of problems that business ran into. Buyers could not benchmark a quote, so I built OleaIndex. Sales and quoting swallowed the week, so I built OleaDesk and Olea Engine. Publishing consistently was a full-time job, so I built rasm. None of it started as a software idea; all of it started as an operating constraint.

Because I operate these products and systems without a large team, I automate aggressively and I know exactly where that breaks. That is the experience I bring as Director of AI, Digital and Social Media at RCS UK and as a partner at Zeitgeist: advice from someone who has to live with the consequences of it the following Monday.

For organisations: AI readiness programmes

How I work with people

Two distinct conversations, and it helps to know which one you want.

What I believe about AI

AI is an operating decision, not a technology decision. Licences do not change behaviour; owners, metrics and a review cadence do. Most programmes fail because nobody was asked to work differently, and nobody agreed in advance which number had to move. I am not a technologist by training, which is precisely why the advice tends to be usable.

Products & Systems I have built

Tools for sourcing, market intelligence, content and trade operations, alongside the organisations I work with.

Launching a business

I get asked regularly for practical advice on starting a food and beverage trade or AI business — where to source from, export operations, partners, teams and realistic timelines. I can help you source from established producing regions, including Tunisia. The first conversation is free.