Shmuel has more the 30 years in the food industry, and led the food team at Materna, a leading infant formula company for 16 years. He served as Chief Technologist of the largest dairy in Israel and joined SodaStream to lead the global R&D team for 8 years. Shmuel participated in the Israeli standard committees, and as a consultant to the Israeli Ministry of Health. He joined Amai proteins 5 years ago to lead the food technology dep. demonstrating the advantages of Sweelin.