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Farai Madziva

VICE PRESIDENT OF CULTIVATION

As a member of the leadership team, Farai drives Curio Wellness’ cultivation strategy and operational functions. With over twenty years of leadership, he leverages a unique mix of visionary, strategic, technical, sales, operations, analytical, and cultivation expertise to align staff talents and effort with organizational objectives.

Farai served as Vice President at Kitayama Brothers Inc, in California where he led the
production and marketing of cut flowers. Prior to that, he held positions as CEO & Director at The New Forests Company in East Africa, where he was responsible for driving revenue, sales, and all facets of the business. Farai also spent 16 years in Kenya and Holland as a General Manager for Harvest Flowers Ltd. Previously he had worked for the Langmead Group in England as a production manager for salad crops.

Farai also held board positions in Society of American Florists (SAF) Growers Council, SAF
Futures Taskforce, Director at CalFlowers Association, Director at Certified American Grown,
Commissioner California Cut Flower Commission, and Director for EU-USA Lily Bulb Campaign Board.

Farai holds an Executive MBA from Texas A&M in Applied Horticultural Business Management where he was named valedictorian, an MBA and a BSc in Agriculture & Land Management from the Royal Agricultural University in the UK, a diploma in Farm Management from Coventry University (UK), and a certificate in Marketing Implementation Mix from the IE Business School.