TreeNovation is comprised of scientists, engineers and designers: Alex Harel, CEO – BA Science and Economics, MA Labor Studies. Served for 21 years in the Israel Air Force as a flight navigator, squadron commander, and other senior positions. Founded and managed several start-up companies. Ezekiel Golan, Founder and CTO, Board Member – BSc Mathematics and Computer science, PhD research scholar for Computational Entomology. Co-inventor of two worldwide patents in the field of plant genetics, and system architect of Evogene. Patented the methods underlying TreeNovation's technology, and founded TreeNovation. Yaron Bar, Board Member - BSc, MSc Industrial Engineering. More than 25 years of experience in management positions in leading companies like TEVA (20 years), KETER, OMRIX. In the last few years act as a management consultant in several startup companies in Israel, Italy and Spain. Yael Stav, Co-founder and Director of Design, Board Member - BA Computer Science and Management, MA Industrial Design, PhD candidate for Design. Her studio - Invivo Design - focuses on integration of living plants into household products. Yaniv Naftali, Co-Founder and Board Member - BSc Life Science, studying for MA Industrial Design. Founded and holds "Meshek Bar" an agricultural company that grows and markets organic and boutique fruits and vegetables, and Partner in "Urbani" studio for urban design. Effi Kashani, Co-Founder and Board Member - BSc Mechanical Engineering. Owner and general manager of "Newton Engineering"