Alan Newman

Founder and Managing Director

Alan is our founder, strategic thinker, innovator & business leader. He has around thirty years experience in data analysis, banking & internet tech.

Alan is a person who really enjoy building teams and taking people on a journey. He is always excited by joining up unusual ideas and creating business opportunities using technology and innovation. His particular interest in international trade and social sustainability lead him to establish Sensible in 2012 and start creating different business platforms to help clients to access specific markets. His interest to help producers to be recognised for their had work, motivated him to develop Sensible Coffee as a platform to help farmers to find markets, negotiate and elevate the prices of their crops.

He sees failure as an opportunity to learn and keep experimenting, and he is always developing spaces where innovation can occur. He knows there is not a single approach to a problem as well as there being multiple solutions for an issue. This visionary way of thinking means he takes responsibility for the failures and tries again with another solution.

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Rachel Goode

Head of Operations

Rachel has been working with Alan for five years now and enjoys helping him grow the business. There is never a dull moment. She looks after our day to day operations – supporting our talented team to ensure that our customers are looked after, our marketplaces and auctions run without a hitch, refining our day to day processes, ensuring that we adhere to our information security policies. She also owns the product roadmap, and ensures that our ideas turn into reality. Her focus is on quality and continuous improvement.

Rachel has around twenty years experience in IT consultancy, business change and delivery management. She has managed large projects or portfolios of smaller projects predominantly in the financial services sector. Past clients include Prudential, Mitsubishi Electric, Barclays, Sainsbury’s Bank, Toyota and Transport for London.

She has an MSc in Human-Centred Computer Systems from University of Sussex, a BSc in Artificial Intelligence and Psychology from University of Nottingham. She is a certified Scrum Master and was a registered Prince 2 Practitioner for over a decade.

Our Make It Happen Team:

Coffee Quality Manager

Nicolas Pastellopoulos

Logistics Manager

Sarah Carrington

Creative Lead

Ana C. Beltran

Specialty Green Coffee Sales Trader

James Andrews

Senior Developer

Paul Hitchcock

Front-End Developer

Valente Gómez


Yuka Wada


Yara Yuan


Anna Bill Lopez

Systems Administrator

Ian Morrison