Meet AgSquared

We are passionate about helping small farms be more productive, profitable, and sustainable.


  • Jeff Froikin-Gordon, Ph.D.

    CEO and Co-Founder

    Jeff is a leading expert in farm information management processes. In addition to sharing responsibility for AgSquared's vision, strategy, and leadership with co-founder and co-CEO Giulia Stellari, Jeff leads AgSquared’s team in designing, building, promoting and supporting its farm information management software tools. Jeff's prior experience breeding tomatoes with small landholder farmers in West Africa informs his conviction that working closely with farmers is vital to the development of products that most closely meet the farmers' needs.  At AgSquared, Jeff involves farmers throughout the product development process to ensure that AgSquared's products will help farms be more productive, more profitable, and more sustainable. Jeff holds a B.S. from Yale and a Ph.D. from Cornell.

  • Giulia Stellari, Ph.D.

    President and Co-Founder

    Giulia works to support small farmers by making sure that they have access to state-of-the-art tools and the knowledge that they need to help their businesses thrive. In addition to sharing responsibility for AgSquared's vision, strategy, and leadership with co-founder and co-CEO Jeff Froikin-Gordon, Giulia focuses her efforts on business development and partnerships. Giulia leads AgSquared’s efforts in identifying the data-driven business opportunities that help position AgSquared as a platform for the exchange of agricultural information. By building partnerships with farm support and advocacy organizations she helps AgSquared grow its user base and develop the ecosystem of tools and services that support even the smallest of farms. Giulia holds an A.B. from Harvard and a Ph.D. from Cornell.

  • Heather Hilleren


    Heather launched Local Dirt, the online site where anyone can buy or sell local food, in 2009.  Starting her career as a teacher, Hilleren saw firsthand how diet can impact children. She soon became passionate about the effect food has on quality of life and the limited options given to most consumers. Hilleren then spent nearly ten years at Whole Foods Market serving as a Team Leader, helping to educate others about food and provide healthy options.  Heather also served as Vice President of the Madison Area Master Gardeners Association nonprofit, the publishers of the annual Wisconsin Garden Journal. Heather received an MBA from the Weinert Center for Entrepreneurship at the University of Wisconsin-Madison.

  • Lou Zambello


    Lou is an experienced senior executive in both marketing and operations. He has been Senior V.P. of Operations and Catalog at L.L.Bean, Senior V.P. of operations at E-Toys, and a member of the Board of Directors (and Director of Sales and Marketing) at Johnny’s Selected Seeds. Lou consults with a variety of companies on business strategy and advises AgSquared on marketing strategy. He holds a B.A. in Economics and Psychology from Cornell, and an M.B.A. from Harvard.