About Us

Our Team

  • Asaf Juhn

    CEO

    A proven C suite leader with vast experience in the food production industry. Asaf has an EMBA from the Kellogg Recanati Executive MBA program and a Bachelor of Science (B.Sc.) in Chemical Engineering from Technion.

  • Luba Atia

    Chief QA

    Over 18 years of experience in the food industry, with multiple technology, R&D and quality management positions. Luba holds a BSc in Food Technology from The Hebrew University of Jerusalem.

  • Snir Ben David

    CFO

    A certified accountant with 20 years of experience as CFO in various private and public companies Snir holds a degree in Accounting and Economics as well as an MBA from The Hebrew University.

  • Trevor Meredith

    Research & Process Director

    With over 40 years of experience in the process industry and Food Ingredients production served throughout his career at various managerial positions.

Founders

  • Nir Peles

    BoD Member

    Founder at Bio Meat Foodtech Limited Partnership (TASE: BIMT.L), Founder at Cannassure Therapeutics (TASE: CSURE), controlling shareholder at Solbar Food Technologies and an experienced CFO at several NASDAQ traded companies. Nir is a CPA and holds an MBA and MA(law).

  • Shimon Barkama

    Bod Member

    An experienced CEO, Director, and controlling shareholder at Solbar Food Technologies, Mr. Bar Kama is proficient in corporate strategy, manufacturing and global expansion. He holds an Aeronautical Engineering degree from the Technion in Haifa, IL. Additionally, Bar-Kama served as an Israeli Air Force Fighter Pilot, both in regular and reserve service, for 32 years.

Our Story

In early 2020, Dani Peles visited Cannassure (TASE: CSURE), a medical cannabis operation founded by his brother, Nir. As they toured the grounds, Nir explained with passion about the company’s unique process of vertical integration that combined indoor cultivation, processing plant, and comprehensive quality assurance. Nir was completely positive that in a delicate field, such as cannabis, the smart choice was to integrate plant growth with the other relevant agricultural activities, rather than maintain them as a separate stage of the process. He also admitted, frankly, that without benefit of having the infrastructure provided by their much larger parent company, Solbar, they could never have established Cannassure. The brothers parted, with Dani taking home much food for thought.

A few days later, just before midnight, Dani called Nir, bubbling with excitement: “I had revelation,” he shared. “There is another highly valuable plant that could be grown using the same methodology as Cannassure, and you won’t believe it - it’s still being grown without technology, just like cultivators have been doing it for hundreds of years.” “What plant?" asked Nir. “Saffron!” answered Dani.

He also explained that since the ideas, knowledge and infrastructure for Saffron activities already existed within the Solbar Group, they could start right away.

From that moment on, iSaffron began to spring into life, as virtually the same team that had founded Cannassure, including the same engineer and agronomist, joined forces to work their magic once again. Together, they have taken a traditional agricultural industry and transformed it into one highly efficient, lucrative and simple to manage infrastructure operation. Isaffron was born.