Rocco has lived and worked in West Africa since 2008. Before Demeter Holdings, he founded Planting Promise in Sierra Leone, a social enterprise running farms and food processing businesses, and using the profits to fund free schools, which continues to thrive. He has started, managed, and exited multiple businesses in West Africa in the agricultural sector, and has managed and holds investments in hospitality, tech services, and logistics. With deep experience across most aspects of the agricultural value chain, particularly in West Africa, he oversees operations at Demeter Holdings and its activities across subsidiaries. Rocco has won a Vodafone World of Difference Award winner, is a Beacon Fellow and was a World Economic Forum Global Shaper.