Founders and Team

The WFI team includes scientists, engineers, field integrators and managers with decades of accumulated experience in water treatment. Together, we’re on a mission to promote sustainability and public health through water innovation.

WFI > About > Founders & Team
Marc Perlman
Co-Founder and Chairman
Marc is a champion of innovation and R&D and a committed financial partner who also serves as the CEO and co-founder of Ocean State Job Lot (OSJL). A closeout retailer based in Rhode Island, OSJL generates over $700 million in annual sales across 139 stores in nine states. Marc is a serial entrepreneur and angel investor in a broad range of businesses and an active philanthropist, supporting world-renowned organizations and grass-roots initiatives within OSJL's communities.
Ofer Avidan
Co-Founder and CEO
Ofer has led the WFI Group for the past 12 years, currently serving in parallel as the CEO of ToxSorb. An internationally accomplished agronomist, Ofer has served as VP R&D for global organizations, specializing in agriculture in arid areas, hydroponic technology and the production of essential oils from plants. Ofer holds a B.Sc. in Agriculture and Plant Science from the Hebrew University and is a graduate of the Tefen Entrepreneurs Program at Harvard Business School.
Ben Perlman
Board Director
Ben has been a champion of Israeli water innovation for over a decade, with a strategic focus on water treatment and reuse. Ben leads WFI’s commercial efforts in the US, bringing Israeli innovation to the local market. Ben is a passionate philanthropist and long-time supporter of the Jewish National Fund, where he serves as a member of the Water Task Force – identifying critical water infrastructure projects to improve the lives of peripheral communities throughout Israel. Ben is a graduate of the Wharton School of Business.
Liron Schich
Liron oversees all financial aspects of the WFI Group including all business units. In addition to managing the Finance Department, he is responsible for purchasing, legal, HR and administration activities across the Group. Prior to his role at WFI, Liron worked as corporate controller of Miya Group, a water infrastructure company, and as a manager at PwC IL where he led the audits of privately and publicly traded local and international companies. Liron holds a bachelor’s degree in Accounting and Economics from Tel Aviv University.
Ari Veltman
Ari brings a rich international business acumen including multiple business leadership roles in Google’s offices in Ireland, Japan and Singapore, Director of Business Development in Spectronix (Flame and Gas detection), and Financial Advisor to the Chief of Staff (IDF). In recent years, Ari has been supporting numerous startups in various industries on business strategy. Ari graduated the Recanati Business School Magna Cum Laude, and holds a Ph.D. in Value and Decision Science from Tokyo Institute of Technology.
Dana Hubner
VP Business Development
Dana has over a decade of experience in the life science, water and wastewater sectors. Prior to joining WFI Group, Dana was a senior consultant specializing in water startups at the Global Incentives Department of Ernest and Young (E&Y). Dana is the co-founder and director of Ruach Nechona, a social action charity, and is on the board of the Israel Export Institute. She holds a B.Sc. in Marine Science from Ruppin College, Michmoret, and an MBA in International Management from the College of Management, Rishon Le’zion.
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