See us IN MADRID at Fruit ATTRACTION 2026
About Polly
Music has Spotify. Travel has Booking. Payments have Adyen. Fresh produce, one of the biggest trades in the world, still runs on phone calls, WhatsApp and PDFs. We think it deserves the same leap.
Keith, Veerle and Giorgio.
Two founders, a data team, eight developers at WeAreBrain, and the traders who tell us when we are wrong.
Co-founder. How Polly looks, feels and behaves.
Twenty years designing apps for Nike, KLM and McDonald’s, including as Head of Design and Executive Creative Director at award-winning international agencies. At Polly he brings that craft to a trade that never had it.
Co-founder. Runs the company.
Consulting and software at PwC, Unilever, Nomad Foods and Visualfabriq, where he worked on AI-driven revenue management. Now he sets up every new trading team himself.
Lead Data & AI.
Finds the common thread in the chaos of product data suppliers send. She knows the whole flow, from the price list that arrives to the view a trader works in.
Product Data Specialist.
Defines every new product, variety, size and packaging, so every price list has something solid to match against.
Keith had spent his career designing apps for brands like Nike and KLM. Then, at six in the morning, he sat down next to a fresh produce trader. On the table lay a printed sheet, suppliers across the top, products down the side, filled in by hand from one price list after another while the phones kept ringing. Colleagues waved across the room to ask who still had tomatoes. And everyone said the same thing: we have done it like this for twenty years. Fresh eyes saw what habit had hidden. In May 2024 we started building.
The knowledge that makes a trader good is written down nowhere. Which supplier means which size, whether “aubergine, purple” comes in foil or loose, who can be trusted: it lives in people’s heads and takes years to learn. WhatsApp and Excel work, but everyone uses them their own way, so every team rebuilds the market by hand, every day, on its own. And one trader is not all traders. One compares on brand, the next never does.
This trade feeds everyone, and it deserves tools as good as the apps people use every day. The people who are good at it should spend their time on buyers, trust and deals, not on copying prices. New traders should not need five years before the market makes sense. And a market that can see itself wastes less: trucks that run full, crops grown against real demand, less produce thrown away.
We build next to the people who use it. Traders sat beside Keith while he designed and said so the moment a screen was wrong, and we went to the auction to see the morning for real. Every product name is checked with people from the trade, down to how they write it. Our data team turns what lives in traders’ heads into knowledge everyone can use, and that groundwork grows with every price list. We will not win on features. Anyone can build a table of prices now. And we say plainly where we are: not perfect yet, better every week.
Today Polly shows traders the whole market and gets their prices out. Next comes the deal itself: who buys, who sells, who drives, and whether the margin still holds. Further out, a partner that prepares the work, so traders spend their day on judgement and relationships. The trader stays in charge. The dealmaking stays human.
Polly comes from pollinator: the bee that carries what each side needs, so everything can grow. And .today, because this trade runs on today’s market.
Polly is early, and we would rather show you the real thing than promise a finished one. Come and see it, or help us build it.