Digital identities for food from 10,000 producers

Around 10,000 producers. That is how many Green ID has worked with to date, Bryan Villafuerte Alarcon says.

Green ID is the startup he is building. It creates digital identities for food products using artificial intelligence and traceability data, so that consumers can understand where their food comes from and farmers can reach better markets and earn higher incomes through more sustainable production.

“Let's unite our dreams to make them a reality faster.”

Bryan Villafuerte Alarcon

The mission, he says, is personal. He has worked closely with farming communities and seen how many producers protect forests and biodiversity but receive little recognition or economic reward. At the same time he saw consumers who wanted to make responsible choices but lacked trustworthy information about the food they were buying. "That gap became the reason I founded Green ID," he says.

"I believe technology can change that by making sustainability visible and valuable."

When he was younger, he believed technology was mainly about building software. "Over time, I realized its real purpose is to solve meaningful human problems," he says. "That realization led me to agriculture."

Green ID has received support from organizations he lists as ProInnóvate, FAO, AWS, KOICA and international startup programs. Building a startup in Latin America, he says, means facing limited resources, constant uncertainty and countless setbacks. Bryan, of the Institute of Tourism Studies (ITS), has recently represented the company at international sustainability and innovation events, meeting entrepreneurs, researchers and policymakers from around the world.

The team is now expanding partnerships to bring the platform to more companies and consumers across Latin America. "My vision is to create a future where sustainability is no longer invisible but becomes a competitive advantage for every farmer," he says.