Food tech startup hires new CEO

Tel Aviv, Israel – Food technology startup BT Sweet Ltd has appointed Yishai Potak as CEO. He succeeds Yoav Gaon.

As CEO, Mr. Potak will be tasked with taking the company’s Cambya natural sweetener to the next level, specifically driving the company’s next funding round and penetrating the B2B market in North America. Cambia is a one-to-one vegan sugar substitute. The proprietary formula is based on soluble fiber, monk fruit and selected botanicals and boasts a one-to-one equivalent of sugar in the body and taste. It also provides a rich source of beneficial naturally-derived fiber, according to the company.

Mr. Potak most recently served as Vice President of Business Development at EyeYon Medical. Earlier, he was Vice President of Sales and Business Development for Europe at XRHealth. He has also worked for ReWalk Robotics, Inc. and CarboFix Orthopedics Ltd. and Covidien and Sourasky Medical Center.

He received his Bachelor of Science from the Hebrew University of Jerusalem and majored in Marketing at Yale University School of Business.

“Yishai brings a wealth of knowledge and know-how in driving disruptive technologies and elevating start-ups to become established names in the market,” said Dagi Pekatch, founder and chairman of BT Sweet. “His multicultural experience in the global field, combined with strong leadership skills and innovative marketing strategies, combine to make him a perfect fit for BT Sweet.”

BT Sweet also announced that industry consultant Mervyn De Souza, who holds a Ph.D., has joined the company’s advisory board.

“He is a smart innovator and business strategist with seasoned knowledge of the F&B industry,” said Mr. Bekach. “De Souza has had a long and rich career leading high-performance teams in developing growth strategies at multinational companies Cargill, Sensient Technologies, and Tate & Lyle.”

Leave a Reply

Your email address will not be published.