Our Core Team
Leading industry challengers who share a combined experience of 120 years in various fields. PSC Group’s Founder & CEO, Chief agronomist, Chief breeder and Head of R&D are pioneers, each in their own domain, who came together under one vision of building a company positioned to transform people’s well-being through plant-based solutions.
Nir Pelter
Founder & CEO
Read Bio + Daniel Orni
CEO PSC Israel
Read Bio + Yoav Giladi
Chief Breeder
Read Bio + Mika Sharon
PSC’s Chef
Read Bio +
A serial entrepreneur with an undeniable talent to grow things (and companies) from Seed to Success.
15 years of C-level management experience.
Co-founder & Co-Owner of Pelter & Matar Wineries, a leading Israeli winery, and Pelter Distillery.
A decade of sales & Biz Dev experience and management in the Capital Market and Israeli Fin-tech field. Has led strategic M&A's and worldwide partnerships, as a former head of the biggest online brokerage department in Israel. A true advocate of client relations, retention, and satisfaction, with a goal to deliver full-spectrum professionalism.
B.A., Business / Managerial Economics.
M.B.A., Marketing.
A renowned expert in the breeding hemp and cannabis industry who served as a consultant on agri-export in an Israeli Parliamentary Committee.
Expert on agri-export | Israeli Parliamentary Committee & Partner | Agricultural Research Organization (ARO), Volcani Center
10+ years of plant genetic research
Former Head of R&D at Southern Arava R&D agricultural growing facility
Serial entrepreneur in the Hospitality & Food industry.
Leading PSC's Food and Beverage category, 2+ years of research and development of CBD-infused F&B products.
Established and managed over 5 restaurants and culinary ventures.
Innovative visionary, trend forecaster & a true dreamer at heart.
Tomer Moldovan
Co-Founder, VP Business Development
Read Bio + Liby Kadosh
CFO
Read Bio + Hagar Ya’ari
Finance Operator
Read Bio + Yotam Melman
Head of Regulation & Head Analyst
Read Bio +
A hemp pioneer, 6 years of hands-on agricultural experience in the US hemp industry.
Co-Founded Potent, PSC Group's agricultural division.
B.A. in Communications & Environmental studies. Tel-Aviv University
The first certified in-house strain, unrivaled genetics.
CPA with 10+ years of experience in financial management roles in global Hi-Tech, including Startups, Bio-Tech and industrial companies.
Former Head of Finance, AOL Israel and Finance Director at Made Finance
A mother of 2 precious little ones.
Vast experience in finance management, data analysis and operations.
Former Finance Operator at AOL Israel
The beating heart of the office with an everlasting smile.
A Researcher and former journalist and teacher.
Over 9 years of experience in regulations and strategy in the public & private sectors
Former Adviser at the Permanent Mission of Israel to the UN, CG of Israel NYC, and Embassy of Israel, Paris
B.A, History, Tel Aviv University & MS City Planning, Pratt Institute NY, with the highest distinction
Yaniv Turjman
VP Operations
Read Bio + Lior Avishai
R&D Farm Manager
Read Bio + Hedva Peer Avishai
R&D Farm Agronomist
Read Bio +
A decade long experience in operations management.
Former marketer and distributor of pharmaceuticals & medical supplies.
Passionate about collaborations that allow companies to explore uncharted territories.
Soil and Water expert with experience in agricultural research and practical fieldwork.
B.Sc Agri in soil and water from HUJI and M.Sc in Hydrology and water quality from BGU | With Honors
Manages a farm in one of the most beautiful places in the world, which happens to be Lior’s life-long dream.
B.Sc Agri in Soil and Water, Hebrew University, Jerusalem.
Over 10 years of experience in agriculture, specializing in plant nutrition and pest control in a variety of crops.
Growing up close to nature and a vivid agricultural landscape curved my way to study agriculture and environmental science.
The experience of growing hemp in a magical valley is a once in a lifetime adventure.
Nir Pelter, Founder & CEO
A serial entrepreneur with an undeniable talent to grow things (and companies) from Seed to Success.
15 years of C-level management experience.
Co-founder & Co-Owner of Pelter & Matar Wineries, a leading Israeli winery, and Pelter Distillery.
Daniel Orni CEO PSC Israel
A decade of sales & Biz Dev experience and management in the Capital Market and Israeli Fin-tech field. Has led strategic M&A's and worldwide partnerships, as a former head of the biggest online brokerage department in Israel. A true advocate of client relations, retention, and satisfaction, with a goal to deliver full-spectrum professionalism.
B.A., Business / Managerial Economics.
M.B.A., Marketing.
Yoav Giladi, Chief Breeder
A renowned expert in the breeding hemp and cannabis industry who served as a consultant on agri-export in an Israeli Parliamentary Committee.
Expert on agri-export | Israeli Parliamentary Committee & Partner | Agricultural Research Organization (ARO), Volcani Center
10+ years of plant genetic research
former Head of R&D at Southern Arava R&D agricultural growing facility
Tomer Moldovan Co-Founder,
VP Business Development
Yotam Melman Head of Regulation & Head Analyst
A Researcher and former journalist and teacher.
Over 9 years of experience in regulations and strategy in the public & private sectors
Former Adviser at the Permanent Mission of Israel to the UN, CG of Israel NYC, and Embassy of Israel, Paris
B.A, History, Tel Aviv University & MS City Planning, Pratt Institute NY, with the highest distinction
Lior Avishai R&D Farm Manager
Hedva Peer Avishai R&D Farm Agronomist
B.Sc Agri in Soil and Water, Hebrew University, Jerusalem.
Over 10 years of experience in agriculture, specializing in plant nutrition and pest control in a variety of crops.
Growing up close to nature and a vivid agricultural landscape curved my way to study agriculture and environmental science.
The experience of growing hemp in a magical valley is a once in a lifetime adventure.
Our Extended Team
What started as project partnerships soon grew into strategic collaborations and joint ventures. We consider our partners part of our extended family and believe that together we can realize our shared vision for the future state of our industry.
