Jobbe Jorna

Strategy, Capital Raising and Operational Excellence Expert.

Jobbe Jorna, founder of Upstream Performance, has gained the trust of multiple (multi)nationals to guide and support them realize their full potential. He is known for setting the standard in the role of organization advisor, business coach and investor in various senior level positions, amongst others ING, KPMG, Philips, Signify (Horti Culture), Nobian and Nutreco (Animal Nutrition & Aqua Culture).

Seasoned trainer in Lean Six Sigma and Project Finance at various companies and institutions. Jobbe differentiates himself through a hands-on approach.

Whether your organization requires capital or seek operational excellence Jobbe is your dedicated partner to accelerate growth, optimize operational expenses and help realize your full potential. His main characteristics are a pro-active change & project manager with entrepreneurial mindset and result driven team player.

Jobbe has a master’s degree in business administration from University of Amsterdam.

Skills and field of expertise

• Agile/ Lean Startup• Investor Readiness and Capital Raising• Operational Excellence


Let us build the bridge together as you walk on it. With our head in the sky and feet in the mud. Feel free to contact me, I am happy to support you in order to accelerate growth and realize your full potential.


My key focus areas within AgriTech are around strategic design thinking, investor readiness and operational excellence. If this sounds like a fit with your startup, let’s talk!

Personal quote

When you can dream it, you can do it!

Jobbe Jorna