Michael Gordon

Tech Transfer – Have You Tried It? Bridging the gap between research and commercial application is never simple, but it’s an essential leap for innovation, especially in the #foodtech sector that relies on deeptech and biology that takes time to develop. The journey often starts with tough negotiations over licensing agreements. Universities do an excellent job protecting their IP and ensuring their future incomes, and continues with the clash of cultures - academia thrives on exploration and discovery, while the industry needs fast, market-ready solutions. The timelines and priorities don’t always align. Medium Well Technological Solutions began as a spin-off from a concept that emerged at the The Hebrew University of Jerusalem . Like many ventures starting from academia, our path has been complex. But despite the challenges and the physical distance between our labs (initially 200 km apart and then down to 100 km…), we’ve managed to operate as a cohesive team, supporting each other every step of the way. The most important lessons we learned for positive collaboration: 📢 Effective Communication: we kept regular and transparent communication to bridge the gaps and align goals. 🔬 Leverage University Resources: we enjoyed access to advanced analytics, state-of-the-art labs, and experience across various fields. These resources can significantly boost a lean startup, especially in a sector as technically demanding as foodtech. 📈 Plan for Scale Early: We considered scalability and commercialization from the very beginning, and always focused on finding the right moment to transition from research to product development.

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Transforming Exotic Mushroom Freshness: Marina Galilee Mushrooms - מרינה מלכת הפטריות & StePacPPC 🍄 We're thrilled to share a success story from our partnership with Marina Galil, Israel's leading mushroom producer. Marina Galil has revolutionized their mushroom storage and distribution using our Xtend® Modified Atmosphere bags. Roni Sofer, VP of Marketing at Marina Galil, shares: "Xtend bags have truly changed the game for us. We've not only reduced waste in our supply chain significantly, but also managed to maintain the premium quality of our mushrooms for a longer period." Marina Mushrooms' success demonstrates that investing in advanced packaging solutions can lead to significant improvements in product quality and business performance. By adopting Xtend bags, producers can enhance their market competitiveness, reduce waste, and contribute to a more sustainable supply chain. Curious about the remarkable results? • By how much did we extend oyster mushrooms' shelf life? • What is the effect of the packaging on portobello mushroom? • How has using the packaging impacted Marina Galil's operations? Discover the full article in the link below 👇 and learn how Xtend technology is reshaping the exotic mushroom industry. #StePacPPC #MarinaGalil #MushroomPackaging #SustainablePackaging

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#Open #Dicussion #yourperspective With the ongoing Israel brutal strikes on #Gaza, there's #growing talk and actions about boycotting some foreign products Coca-Cola Icecek McDonald's , PepsiCo Nestlé Unilever Procter & Gamble and other brands in almost all the #categories as a form of #protest. What do you think consumer boycotts can drive meaningful outcome, particularly a Presurre for #Israeel , how much time it is going to be prolonged? or do they create more #challenges for our #economy and #people here. I'd #love to #hear your thoughts on the effectiveness and impact of such actions. Share your #insights below! #ConsumerActivism #Boycott #GlobalImpact #effectoneconomy #

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My Suk (open market) Marketing insights from my weekly shopping at the Tel Aviv Carmel open market. Post #2 This week: the arrogant cheese store vendor or how to build brand loyalty. ⭐ This week's focus lies on the loyalty practices of stall owners in the bustling market of Tel Aviv. Over time, they've honed a sixth sense for distinguishing between transient opportunists and potentially loyal, long-term customers. This discernment has prompted some vendors to invest their efforts in cultivating relationships with the latter group, rather than expending energy on one-time visitors unlikely to return. 🧀Take for instance my cheese store. Few years ago, I noticed that my neighbors bought their cheese at a different stall than mine…. I followed their footsteps to reach a store a few hundred meters away from the market main alley. 😩 While I was ordering cheese for the first time there, I was treated by the vendor with despite and arrogance (as a onetime shopper) but since my neighbors were buying there, I took upon myself his unfriendly attitude. I had to taste those cheese…and yes, their brand's reputation was confirmed a few hours later when I opened their bags at home. ❤️ The quality of their cheese overcame by far the unwarm service I received the first time I shopped. But after several visits over there, smiles came upon the vendors' face: they started to joke with me, I was accepted in the "exclusive cheese club store". I was not considered anymore an opportunist one time shopper. The vendors are now buddies and I get to drink coffee when I shop there. 💰 Reflecting on this experience, I have gained a marketing insight: a combination of unwavering confidence in the product's quality with a "hard to get" attitude / scarcity of the offer creates brand loyalty and long-term revenue. But let's keep proportion, there is not yet a line the night before the opening of the cheese store as for the Apple store in NY before the launch of a new IPhone version!

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We are proud to announce that Kokomodo, a startup from our 2024 EIT Food Accelerator Network cohort has secured $750,000 in funding from The Kitchen Hub by Strauss Group and the Israel Innovation Authority (IIA) to cultivate the future of cocoa. Kokomodo's solution crafts 100% authentic, climate-resilient cocoa all year around, addressing the industry's pain points of unstable supply, inconsistent quality and complex supply chains. The pioneering Agri-FoodTech startup aims to revolutionise the cocoa industry with its cellular agriculture platform, ensuring a sustainable and resilient supply of premium cocoa amidst the escalating global cocoa crisis. By 2050, climate change is projected to render 89.5% of cocoa farmland unfit for production, posing an existential threat to the beloved "food of the gods." Coupled also with issues of deforestation and child labour, the need for innovative solutions is becoming more urgent than ever. "Kokomodo was born from a profound passion for preserving the supply of cocoa. Our cellular agriculture technology ensures a steady flow of premium, health-boosting cocoa, aligning consumer enjoyment with global responsibility." Tal Govrin, CEO and Co-Founder of Kokomodo Kokomodo’s journey towards premium sustainable cocoa begins with selecting cells from the finest cacao strains sourced from Central and South America, utilising cutting-edge biotech techniques. These carefully chosen cells are then cultivated using state-of-the-art cellular agriculture technology, nurturing them into a thriving cell culture. As the biomass grows, the production process moves to advanced bioreactors, where the cacao is harvested and processed according to the specific requirements of each food application. This systematic approach guarantees that Kokomodo's cocoa retains its exceptional quality and authenticity from start to finish. Through the company’s technology process, they ensure cocoa that matches traditional chocolate flavours and textures, offering the genuine taste and characteristics of real cocoa (aroma, flavours, and sweetness) while capturing the nutraceutical values and health benefits of cacao. The funding will fuel Kokomodo's growth and accelerate its mission to revolutionise the cocoa industry. Congratulations to Tal Govrin, Dario Breitel, PhD, Neta Manela, PhD, the entire Kokomodo team and everyone involved. It is great to see how Kokomodo addresses the global cocoa crisis, whilst catering to diverse market needs by ensuring a sustainable and premium cocoa supply. #agrifoodtechinnovation #startupacceleration #foodsystemtransformation

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