About Us

We are igniting a revolution with a hyper-integrated platform that catalyses the F&B industry while creating a global, sustainable food ecosystem. Our AI-centred F&B platform is designed specifically to connect and optimise all business processes within the F&B industry, combining data into one unified platform and then prescribing what to do in order to give you the best economic and environmental outcome.

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The Team


Waseem Haider | Co-founder & CEO

Waseem is a seasoned serial entrepreneur with a distinguished career at the forefront of emerging technologies. Waseem has a proven track record of founding and successfully scaling pioneering ventures. As a visionary leader, he has led numerous companies from inception to lucrative exits, from cybersecurity to AI technology powerhouses. His deep understanding of machine learning, natural language processing, and computer vision has enabled him to develop innovative products and companies that address complex business challenges. Waseem is very passionate about harnessing the power of AI to unlock new opportunities and drive digital transformation across industries. In addition to his entrepreneurial ventures, Waseem has actively contributed to the advancement of AI, ML and digitization through thought leadership, mentorship, and strategic collaborations. He is deeply invested in fostering a culture of innovation and empowering the next generation of tech pioneers.


Junaid Qureshi | Founder & CTO

Junaid, a seasoned entrepreneur, has helped build and scale several global technology startups. He built the largest private label cloud kitchen of the Middle East, played a pivotal role in establishing Amazon Web Services and e-commerce giant Noon in the MENA region, built the technology arm for a logistics company Fetchr, helping to raise significant funding for their series A, was the initial technology pillar for Careem HQ, UAE, and was a co-founder of Lever Systems, USA, where he successfully exited by developing an comprehensive data analytics software for the NHS, UK. He is a Supply-chain optimization specialist, and a veteran of AI. Junaid also led the creation of an AI powered multi-million dollar fingerprint identification platform. Globally recognized, he still guides technology modernization initiatives as a senior advisor to corporations and governments, worldwide.


Raza Abid | CMO

Raza has over 15 years of experience in the Information Technology industry globally, including in the Middle East and the USA, with over 10 years of experience as a well-rounded manager and solutions consultant. He has a proven track record of deploying state-of-the-art information solutions that increase productivity, reduces operational costs, and foster corporate growth. Raza is highly skilled in leading large project teams and managing all phases of the project life cycle, demanding excellence from himself, his team, and his peers to achieve high-impact results. He has expertise in program management, Scrum methodologies, digital transformation, and cyber security, and is knowledgeable about the latest trends and best practices in the industry. Raza's experience as a solutions consultant has enabled him to provide valuable insights and recommendations to organizations seeking to improve their information technology capabilities.

Director Finance

Inna Lemeshek, Ph.D. | Director, Finance

Over the span of the past 19 years Dr. Lemeshek has a proven track record in deal sourcing, evaluation and execution, as well as strategies development and companies monitoring for value creation. In Dubai alone, Dr. Lemeshek has worked with Downtown ventures (Taj Dubai, Billionaire, Miss Tess) and Welsbach Holdings. Prior to that,  Dr. Lemeshek founded and managed a wealth management fund, and established a successful microfinance company.

Artificial Intelligence

Dawood Khan, Ph.D. | Head of Artificial intelligence

Dr. Khan has over two decades of experience in applied R&D, design and implementation of distributed backend and Ai/ML systems. He has a proven track record of working in diverse industries such as e-commerce, supply chain, mobility, last-mile logistics, and fintech implementing optimizations using advanced algorithms and techniques including extensive use of computer vision.