Yoav Levy
Co-Founder and CEO
Before co-founding Freshpoint in 2005, Mr. Levy held senior finance and management positions including CEO of Investment Banking firms Poalim Capital Markets and Sahar Securities. He holds a BA in Economics a and an LLB from the University of Tel Aviv, and is a graduate of the Advanced Management Program at Harvard Business School.
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Prof. Yoav Eichen
Professor Eichen holds BA and PhD degrees in chemistry from the Hebrew University of Jerusalem, and currently serves as associate professor of chemistry at the Technion-Israel Institute of Technology. He has been involved in extensive research in the field of chemistry, and has received numerous awards for his activities. He performed his post doctoral research in France in the laboratory of Nobel Laureate in chemistry, Jean Marie Lehn. Eichen is active in the academic and professional arenas and is widely published.
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Dr. Husein Salman
Dr. Salman holds a B.Sc. Degree in Chemistry from the Ben-Gurion University of the Negev, and M.Sc.and PhD degrees in chemistry from the Technion - Israel Institute of Technology. Dr. Salman has participated in a wide range of research projects in the field of chemistry.
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Gadi Arnon
VP of Operations
Gadi joined Freshpoint 2017. Prior to that he worked for Hanita Coatings, serving initially as a Sales Manager in major territories and later as a Product Manager / Key Account Manager for strategic customers. He was later promoted to Print Category Manager and played an integral role in Hanita's management committee. Gadi has extensive experience in business development, project management, strategic planning and production processes.
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Tamir Halbani
VP Finance
Before joining Freshpoint, Tamir held a senior management position in KPMG which included a two year relocation to KPMG London and in Brooks Keret where he served as a CFO for several Start-up companies. Tamir is a qualified CPA, graduated Cum Laude from the Hebrew University with a B.A in Accounting and Economics.
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Noam Machluf
VP Quality Assurance
Noam comes to Freshpoint with vast experience in Quality Control and Management in the food industry. Prior to Freshpoint he spent 8 years working for Tnuva, Israel’s largest food company in various QA roles. He spent 5 years working at Gilad Dairy prior to Tnuva.
Noam has a Bachelors Degree in Biotechnology Engineering from the Ben Gurion University of the Negev. He is married with 3 children.
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Rob Cohen
Strategic Advisor
Rob has 20+ years of global experience in the retail and consumer products field, having sold products, solutions and consulting services to leading retail chains on 5 continents. Prior to joining Freshpoint, Rob served as VP Business Development for Daymon Worldwide, a leader in private brand development and in-store marketing, and acts as a Strategic Advisor to technology companies including Sagarmatha, Penguin Strategies and a select group of technology and consumer products start-ups.

Born and raised in South Africa, Rob has a B.Comm with majors in both Law and Economics from the University of Witwatersrand, South Africa. His interests include running, playing and watching soccer, and trying to keep up with new age consumer technologies.
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Dr. Elena Tenetov
Senior Chemist
Dr. Elena Tenetov is a Senior Research Chemist. She joined Freshpoint R&D team in 2005 and focuses on new product development. Elena brought with her more than 20 years of diverse experience in organic and analytical chemistry. She holds a Ph.D. in Organic Chemistry from the Technion - Israel Institute of Technology and a M.Sc. in Organic Chemistry from the Kyrgyz State University, Frunze, USSR.
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Prof. Dietrich Haarer
Professor Haarer is one of the original developers of the Freshpoint TTI technology.
A PhD in physics from the University of Stuttgart in Germany, he is a professor in the physics department at University Bayreuth, and chairman of the Supervisory Board of Viessmann Kaeltetechnik AG. He served as head of the BAYER AG physics department and has been extensively involved in industrial research. Haarer's areas of interest include laser-spectroscopy, optical and photoelectric properties of polymers, and photoconduction xerography and printing technologies. He is a joint recipient of the prestigious Max Planck Award for scientific achievement.
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Board Of Directors

Shimon Levy
Battery Ventures
Shimon joined Battery in early 2013 and focuses on private equity investments, including buyout, rollup, growth-equity, PIPES and take-private deals. He is currently involved with Battery portfolio company, Qognify, a company that Battery created from the spin out of NICE Systems’ Physical Security Business Unit. Based in Battery’s Israel office, Shimon has extensive experience working with businesses in Israel and Europe.
Prior to joining Battery Shimon spent several years at a private equity firm based in Israel. There, he spent time as the active vice chairman of Magnolia Silver Jewelry and sat on the board of several portfolio companies. Prior to that he worked as an equity analyst with Goldman Sachs focused on transactions in the technology and pharmaceutical sectors. Shimon began his career at PricewaterhouseCoopers in the UK specializing in the insurance and fund-management sectors as well as consulting on infrastructure and telecommunication transactions.
Shimon is a UK Chartered Accountant. He received a BS in economics with First Class Honors from the London School of Economics, specializing in accounting and finance
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Mimi Sela
Landa Ventures
Mimi Sela serves as CEO of Landa Ventures, Landa's investment arm, Managing Director of the... Landa Fund, its philanthropic arm and Corporate Vice President of Strategy and Investments at Landa Corporation. Prior to assuming these positions, she served a six-year term as Corporate Vice President Strategic Alliances at Indigo, responsible for the company's alliances strategy which culminated in its acquisition by Hewlett-Packard in 2002. Benny Landa recruited Mimi to Indigo in 1997 from MS Communications, a leading public relations company that she founded which specializes in strategic business consulting for startups and top-tier global businesses.
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Vered Levy
Landa Ventures
Vered is VP Business Development at Landa Labs, responsible for commercializing innovative technologies and forging business relationships. She is also active at Landa Ventures. Prior to Landa Labs, she was CEO of HumanEyes Technologies, a Landa Ventures portfolio company, CEO of Yalicoo and headed the Prepaid Products Group at IDT Telecom. Vered also founded DaLi Advisory and was a management consultant at Booz Allen & Hamilton in New York and at A.T. Kearney in Paris. Vered holds a B.A. degree in French and economics from Tel Aviv University and an M.B.A. degree in finance and management from Columbia Business School.
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Avi Domoshevizki
Avi led the Battery Ventures investment in Freshpoint in 2005. Prior to that, Avi was a General Partner with Israel-based Concord Ventures, where he led investments in Flexlight Networks (the inventor of GPON), Kagoor (acquired by Juniper), Civcom and WholeOptics. He served as Chairman of Flexlight, Civcom and WholeOptics, and successfully guided many other broadband, optics, wireless, storage and networking companies through changing business strategies. Avi is a former Battery portfolio company executive, founding and serving as CEO of Seabridge Ltd., (formerly RADNET) an ATM/IP multi-service platform leader that was acquired by Siemens and Newbridge. Earlier in his career, Avi served as Senior Director at ECI Telecom, with responsibility for business development, sales and marketing. He holds a BS in Electrical Engineering from the Technion Institute of Technology and a MS in Business Management from the Boston/Ben Gurion joint program.
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