top of page



Jose Francisco Fernandez Serna
Founder and CEO
Consultant, Expert in Food Industry and Food Innovation Ecosystems 
  • Since 2008 focused on Innovation, Investment and Leadership processes in the international agri-food industry

  • Entrepreneurial senior executive, creative leader, connector, innovator and critical thinker.

  • Extensive experience managing teams and operations in food supply, manufacturing and marketing processes, as well as in digital transformation, incubation, acceleration and investment (Seed-VC).

  • In 2008 and until 2016 he was Co-founder and CEO of a Joint Venture with a food group with total vertical integration and an European leader in its different business segments related to Fruits and Vegetables and their different industrial transformations, including by-products and consumer products . This vehicle was primarily responsible for the innovation of juices, fruit drinks and functional beverages in the Middle East, Levant, Middle East and Asia-Pacific during those years.

  • Member and coordinator of one of the panels of experts in Food Innovation and Technology of the EIT, an organism of the European Union , with main competences in the evaluation, valuation and obtaining of financing for strategic projects in the Agri-Food Industry.

  • Board member, Advisor, Mentor and Angel Investor in different sectors including Foodtech, Halal Certification, E-commerce, EdTech and Biotech.

  • Enthusiastic Networker and Alumnus of HBS (Harvard Business School) with a global network in multiple sectors especially in food and beverage production and distribution and entrepreneurship ecosystems.

  • Elected Board Member of the UAE Spanish Chamber of Commerce

  • Member of the Association of Scientists and Researchers of Spain in the United Arab Emirates, part of the Scientific Diplomacy from Spain abroad.

  • Venture Partner at Founder Institute, the largest seed accelerator in Silicon Valley and with a presence in 200 cities around the world.

Sebastien defois
Senior Executive & Consultant
Expert in Retail & Fresh Produce Supply Chain
  • Sebastien is a senior executive with over 20 years of experience in fresh food, FMCG retail, and purchasing in Europe, Asia, and the Middle East and Africa.

  • Specialized in supply economies of scale and disruption of the food retail value chain through differentiation in sourcing and development of innovative products, off / online integration and transformation of the retail and mass market of the future .

  • He has recently participated as Senior Consultant in the configuration of Silal and its development of operations for ADQ (Abu Dhabi Holding), together with Bain & Co.

  • Experienced, pragmatic, analytical and creative digital user with an adaptive leadership style,

  • Sebastien's track record demonstrates the successful application of different business strategies consistently exceeding sales and profit targets, optimizing distribution costs, as well as contributing to a better customer experience translated into increased market share.

  • Independent catalyst for value creation within the food industry and recent founder of a food expertise crowdsourcing platform.

Ad-hoc and per project

Applying methodologies such as Design Thinking, Lean and Agile, combined with a wide pool of experts in entrepreneurship, leadership and innovation, each challenge and each project can have different skills and abilities, this ad-hoc selection allows these processes to be more flexible and involve best professionals in each discipline and in each specialty with greater coordination and structure.

bottom of page