Mayani

Mayani is a Philippine agritech social enterprise operating a digital agricultural supply chain that connects smallholder farmers and fisherfolk directly to consumers and businesses. Its e-commerce platform, Mayani.ph, lists a broad catalogue of agricultural products including vegetables, fruits, frozen meat, plant-based meat, imperfect crops, bundles and wholesale ("pakyawan") lots, alongside poultry, coffee and fish. The company frames its purpose as boosting rural incomes while improving access to affordable fresh produce for households and commercial buyers.

The business is organized around three customer channels: Mayani for Business (farm-to-table sourcing for food service and commercial kitchens), Mayani for Online Shoppers (direct-to-consumer delivery), and Mayani for Resellers (supply for small neighborhood retail businesses). Mayani combines a digital layer for ordering, logistics and supply chain with on-the-ground engagement with producer communities to manage quality and sustainability standards. Beyond market access, the company describes ambitions in agricultural inputs and trade credit, positioning access-to-credit services as a driver of rural financial inclusion.

Mayani describes itself as a for-profit social enterprise addressing rural poverty, and states a vision of contributing to the revitalization of the Philippine agricultural sector, sustainable farming practices and climate resilience for the producers in its network.

Founding story

The idea originated when Mayani's Chief Farmer, Ochie San Juan, approached co-founder JT Solis, who had an e-commerce background, and other co-founders to help a farming cooperative in Lian, Batangas whose roughly 60 members grew vegetables and sold only at a nearby wet market. The founders tested a "mini platform" run through a Viber group: they announced the weekly harvest schedule, took advance orders and delivered produce on harvest day. Positive buyer response validated the concept and the operation migrated to the Mayani.ph e-commerce platform. Mayani was founded and launched in October 2019 by Solis (CEO), Jeff Barreiro (founder and executive chairman), Ochie San Juan (Chief Farmer) and Ronald Bime (lawyer), together with engineering and logistics staff.

Business model

Mayani aggregates supply from a network of smallholder farmers and fisherfolk and sells the produce through an e-commerce platform to three buyer segments: households, commercial/institutional buyers (food service providers, hotels, food processors), and resellers. Delivery and logistics are coordinated digitally, while sourcing and quality control rely on direct field engagement with producers. The company also describes adjacent services in agri-inputs and trade credit built on data generated by its marketplace activity.

Revenue comes from selling agricultural and fisheries produce through its platform. Its B2B channel — supplying fish and other produce to food service providers, international hotels, food processors and institutional buyers — is described as its core revenue generator, complemented by direct-to-consumer online sales and a reseller channel.

Traction

Mayani reported working with about 139,000 small-scale farmers and fisherfolk at the time of its seed round announcement and a network of over 144,000 smallholder farmers and fisherfolk across eight regions of the Philippines in a later account. Its B2B operation supplies roughly 500 food service providers, international hotels, food processors and other institutional buyers, and is described as the company's core revenue generator.

Latest developments

In 2025 Mayani published updates on joining the "Seeding the Future" initiative (June 2, 2025) and a forum on climate resilience where it discussed digital supply chains and sustainable practices for smallholder farmers (May 31, 2025), along with a May 29, 2025 post describing its digital transformation work as a social enterprise in Philippine agribusiness.