Building the Future of Rural Commerce
We're on a mission to grow Canada's rural economy by empowering entrepreneurs with digital tools and direct market access that puts wealth back in the hands of those who feed the world.
Our Mission: Grow the Rural Economy
Direct Yield Market was born from a simple observation: Canada's rural communities are full of untapped entrepreneurial potential. While urban centers have embraced the gig economy, rural areas have been left behind with outdated systems and limited opportunities.
We're changing that. By creating a digital marketplace that connects rural entrepreneurs directly with manufacturers, we're not just reducing costs—we're creating a thriving ecosystem where side hustles become successful businesses, where digital tools replace paper processes, and where money circulates faster within rural communities.
Leadership Team
Mitch Johnstone
Co-Founder & CEO
A passionate advocate for rural economic development, Mitch combines deep finance and business knowledge with technology expertise to build tools that empower rural entrepreneurs.
Marc-Andre Fortin
Co-Founder & Chief Commercial Officer
With extensive experience in agricultural sales and distribution, Marc-Andre builds the relationships and partnerships that fuel our platform's growth and success.
Cassandra Johnstone
Chief Operations Officer
A global supply chain expert who transforms complex logistics into streamlined operations. Cassandra builds the backbone systems that allow our platform to scale efficiently while maintaining exceptional service quality.
Rose Snowdon
Chief Technology Officer
Drawing from three decades of technology leadership, Rose designs and implements the robust digital architecture that enables our platform's innovation. Her engineering expertise transforms business requirements into scalable technical solutions.