Fast-growing digital network for farmers WeFarm has announced a series of executive appointments following a $13m (£10m) funding round.

The new hires include former LinkedIn and Deliveroo Director Alex Sonnenberg, who will serve as WeFarm’s VP of growth and former Hello Tractor COO Martha Haile who joins the firm as the VP of Africa.

Sonnenberg’s experience spans across tech businesses including Tuenti, LinkedIn, and O2 and most recently Deliveroo, where he was responsible for driving growth and engagement.

Sonnenberg has been brought in to lead Wefarm’s Growth team, helping to advance its marketing and communication efforts through close collaboration with the product and specialist teams.

I was immediately struck by the passion and fortitude that everyone at Wefarm shared in realising their unique opportunity to impact the lives of farmers around the world,” said Sonnenberg.

“I’ve been fortunate in my career to experience the results that empowering and connecting communities can reap and I’m excited and energised to join the Wefarm team to be part of this incredible journey”

Agtech expert Martha Haile, WeFarms VP of Africa, will head up the regional offices in Uganda, Kenya and Tanzania, in order build and develop the teams to reach more farmers, partners, and retailers.

Haile brings a deep knowledge of the markets, and experience of building strategic partnership from her time at Hello Tractor, Booz Allen, and the National Democratic Institute.

On her appointment, Haile said: “I thrive working at the intersection of agriculture and technology, because I believe in the significant impact it can have on smallholder farmers.

“Leveraging technology to improve and increase agricultural output is critically needed across Africa.

“I’m excited to continue working in this field with an innovative and mission-driven company like Wefarm, which is at the forefront of providing farmers with much-needed information, services, and products.”

Kenny Ewan, CEO and founder of Wefarm said the firm was thrilled to welcome the new hires to the team.

“Ultimately if we can inspire 100 million farmers to work together on one platform, we can fundamentally shift global agriculture and trade in their favour.

“Our new hires alongside our new funding will take us even closer to bringing this vision into fruition and help us become the network of trust for farmers, in what is ultimately the biggest industry in the world.

To date, Wefarm has built a community of 1.9m farmers across Uganda, Kenya and Tanzania and has already generated $1m in sales since it launched its marketplace 8 months ago.

Last year Skype and WordPress founders were among the backers in a £3.5m funding round.