Rootical is a collaboration between SHONA and Fresh Ventures Studio.

We share a common purpose:

Equipping talented entrepreneurs with the tools, skills, networks and capital to build food system shaking businesses.

Meet our team

Ivan Mandela

Founder & SHONA Group Director of Investments

(LinkedIn)

Joachim Ewechu

Founder & SHONA Group CEO

(LinkedIn)

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Ruth Ndwiga

Talent Manager

(LinkedIn)

Isaac Muhofa

Venture Builder

(LinkedIn)

Lynnette Masudio

Communication & Ops Intern

(LinkedIn)

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Hannes Van den Eeckhout

Founder, Strategy & Replication

(LinkedIn)

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Abu Musuuza

Managing Director

(LinkedIn)

Elivis Omoit

Startup Studio Officer

(LinkedIn)

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These are our core Values

  • We are purpose-driven entrepreneurs. We nurture Talent to build profitable Agroecological businesses that deliver impact at scale. To protect our founders and our purpose, we are steward-owned.

  • 'Sustainable' is merely sustaining what is. We leave things better than we found them. We build businesses to regenerate soils, farms, communities, landscapes, and relationships.

  • We listen. We question our assumptions. We build with a beginner's mindset. We empathize. We embrace failure. We fail forward. We are curious. That is why we go out, to meet people where they are, and listen.

  • We act with intention. We build to think, rather than thinking about building. We move, learn, iterate fast. Because the system can only start working when we do.

  • We are positive and hopeful. Where others see insurmountable challenges, we see opportunity. Shaking up the food system is not a sprint, it's a marathon. Let's have fun while at it!

4 Principles of Organic

Furthermore, we fully align with the 4 principles of Organic Agriculture. Here's our Rootical interpretation.

  • Food is medicine. We strive to make safe, healthy food available and affordable for all. With food that nourishes us, we do not compromise on health.

  • We are part of nature, not apart from her. We operate in living systems, we are all connected.

  • We build fair and inclusive food systems, one business at a time.

  • Life is a miracle. We care for all life, for current, past and future generations alike.

Leading Partners

  • SHONA Group

    SHONA Group provides business advisory and business training to help SME’s grow revenues and become profitable businesses since 2013. We teamed up with SHONA Group because of our shared urgency to build businesses that matter. They are the expert partner for developing good businesses in Uganda.

    SHONA Group is a key business development services provider in the field of regenerative agriculture in East Africa. SHONA Group’s management has been an active co-founder of Rootical.

  • Fresh Ventures Studio

    Fresh builds new companies that accelerate a circular and regenerative food system. Fresh launched in 2021 to work alongside founders to address the world’s most pressing problems through scalable impact-ventures. Initially their focus is on the European food system.

    Taking the initiative to develop Rootical with Shona, Hannes joined Fresh Ventures’ structure to jointly implement a context-specific startup studio in Uganda.

Financial Partners

  • The DOEN Foundation

    The DOEN Foundation supports pioneers who are committed to a regenerative, socially-inclusive and creative society.

    Because of our frontrunner role in testing steward ownership and the venture studio model in East Africa, DOEN was the first partner to commit to supporting us.

    They have renewed their support to back us again for 2025-27. We are proud to have such a systemic, adaptive and trust-based funder behind us!

  • Biovision

    Biovision – Foundation for Ecological Development, works towards a healthy planet thanks to sustainable food and ecological development.

    Biovision provided us with catalytic support and are building the ecosystem and the business case for investing in Agroecology alongside us. We are proud to announce that they are the leading partner for our 2025-27 cohorts in Uganda and Tanzania.

  • Logo of Mustardseed Trust featuring a stylized flower with yellow, blue, and green backgrounds and the words 'Mustardseed Trust' next to it.

    Mustardseed Trust

    Critical re-thinkers about ecosystems, human and money systems, and strong proponents of the care economy, like us — Mustardseed Trust granted us some flexible funding for our first portfolio companies and to kickstart our 2025 Cohort.

  • A stylized illustration of a green leafy tree with a curved trunk and roots, on a black background.

    Belgian Private Family Foundation

    An anonymous private family foundation from Belgium decided to give us structural funding for the period 2023-2025. Their unrestricted support gives us financial leeway to set up additional experiments and businesses.

  • Logo of the French Embassy in Uganda with French flag and French mottoe: Liberté, Égalité, Fraternité.

    The French Embassy in Uganda

    As part of a larger FSPI project to “promote agile methodologies and innovative training to enable decent, sustainable and income-generating employability for Ugandan youth”, The French Embassy in Uganda has been the third and decisive funder to power our 2023-24 pilot.

Our global network of Rootical Advisors

  • Rushongoka Wa-Mpiira

    Nyanza Ecological, Founder & Chief Forest Maker

    Read bio
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    Piloya Innocent

    Ribbo Coffee, Founder and Managing Director

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    Romain Diaz

    Satgana CEO and Climate Tech Impact Investor

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    Fabio Leippert

    Investing in the Agroecological Business Case at Biovision

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  • Close-up of a smiling woman with braided hair in an updo, wearing pearl earrings, standing in front of a colorful map of Africa.

    Stayce Nimusiima

    Innovation Programme Manager and Advisor at WFP

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  • A woman with shoulder-length dark hair smiling at the camera, wearing a gray blazer, a blue striped shirt with a dog print, and a red beaded necklace, standing indoors with a blurred background.

    Daria Urman

    Purpose Economy, Investment Partner in Steward Ownership

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  • A man in a black dress shirt and striped tie smiling against a white background.

    Khamutima Tumwebaze

    Young Farmer Champions Network, Founding Director

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  • Black and white portrait of a young man with short, curly hair and a beard, wearing a dark sweater with decorative buttons on the shoulder.

    Adrien Sicsic

    CEO at La Ruche qui dit Oui! (short food supply chains e-commerce)

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  • A woman with shoulder-length brown hair, wearing earrings, looking at the camera, with a wooden background.

    Elizabeth Withlow

    Regenerative Organic Alliance, Executive Director

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  • Close-up of a smiling African American man in a business suit against a white background.

    Frank Aswani

    African Venture Philanthropy Alliance, Executive Director

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  • A young man with light skin, tousled blond hair, and a slight smile stands in front of teal curtains, wearing a black t-shirt.

    Jonas Malisse

    Co-founder EatMoreTrees, former VP Global Expansion TGTG

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  • Portrait of a woman with short, styled hair, wearing a black top, against a dark background.

    Christine Gould

    Next gen food entrepreneurship as Founder and CEO at Thought For Food

    read bio
  • A middle-aged man with gray hair and glasses, wearing a navy blazer and a blue checkered shirt, standing outdoors against a dark green background.

    Jyoti Banerjee

    Accelerating systemic change and co-founder at North Star Transition

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  • Close-up of a smiling man wearing glasses and a white shirt.

    David Amudavi

    Biovision Africa Trust, Director, and ICIPE, Programme Coordinator

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  • A woman with short, curly gray hair and glasses resting on her head, smiling outdoors in front of green trees, wearing an embroidered orange top.

    Louise Luttikholt

    IFOAM Organics International, former Executive Director

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  • A man with a shaved head and a light blue button-up shirt standing outdoors with arms crossed, smiling slightly with city buildings in the background.

    Gert van Veldhuisen

    BID Capital partners, Co-founder, and Unknown Group, Director Africa

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  • A smiling man with dark hair and a beard, indoors with large windows in the background.

    Enrico Fantini

    Swiss Entrepreneurship Programme, Global Manager

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  • A young man with light skin, blond hair, and glasses, smiling outdoors in front of a bush.

    Bart van der Zande

    Fresh Ventures Studio, Founder & Director + Rootical Partner

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    ... And many more Experts!

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