KOLTIVA has appointed Joe Keen Poon as its new Executive Chairman, in what the agri-tech firm calls a “strategic milestone” in their quest to make sustainability profitable.

With a résumé that includes stints at Microsoft, Deloitte, and the Singapore Institute of Management, Poon is expected to sprinkle some global governance fairy dust on KOLTIVA’s already jargon-filled expansion across Asia, the Americas, Europe, the Middle East, and Africa.

The Jakarta- and Zurich-based company insists this move will supercharge its mission to make supply chains deforestation-free, fully traceable, and, of course, investor-friendly.

The appointment arrives just in time for companies scrambling to meet the EU’s Deforestation Regulation and other ESG mandates, with KOLTIVA offering “end-to-end” solutions that somehow combine satellite mapping with field hugs for farmers.

Founded in 2013, the company boasts a network spanning 65 countries and claims to work with 1.9 million producers—because nothing says “sustainable” like scale and spreadsheets.

Poon will work alongside CEO and Co-Founder Manfred Borer to drive what the company calls “impact-driven growth,” or what the rest of us call keeping investors happy while still pretending to save the world.

KOLTIVA, naturally, wants to continue being everything everywhere all at once—tech innovator, smallholder whisperer, and global ESG compliance babysitter.

As regulations tighten, especially in Europe, the company aims to ride the traceability hype wave with a mix of digital platforms and on-the-ground support teams ready to document every leaf on every tree.

KOLTIVA’s secret sauce? A feel-good formula that mixes climate action, financial inclusion, and data dashboards, all while chasing the holy grail of sustainable sourcing.

The company says Joe Keen Poon’s appointment reflects continuity in values, but the real message is clear: sustainability is no longer just about trees—it’s about power suits, policy acronyms, and making traceability the next big business.