About Us - The Food Chainers

Is it about ‘us’ or about ‘as’?

It’s about us as humans

This is the forefront of a revolution. A revolution where technology meets humanity’s most basic needs: food. It’s staggering: as for 2024, in our world brimming with digital advancements, nearly 800 millions people still go hungry. Yes, this is 10% of the current human population.
We are an interdisciplinary collective of professionals globally, united by our long-standing commitment to refining value chains. At the heart of our endeavor is the agri-food sector, where we focus our energies on devising solutions to its challenges. As a global initiative, our aim is to contribute meaningfully to solving the intricacies of the agri-food chain, ensuring that our efforts foster sustainability, efficiency, and access at every level of food production and distribution.

Our team

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Transforming Waste into Wealth

We are working to turning challenges into opportunities, data into decisions and waste into wealth.

Wastefullness

Annually, we could save energy equivalent to 1.5 Japan by reducing food waste, benefiting the environment and economy.

Awareness

Annually, we can save an amount equivalent to the Netherlands’ GDP by enhancing industry efficiencies.

Saving

Annually, we could save 900 billion euros by preventing the waste of 1.3 billion kilos of food, addressing a costly inefficiency.

Threat

Annually, we could conserve water equivalent to five Lake Constance volumes by optimizing food production, reducing dire waste.

Efficiency

Annually, reducing food waste could cut carbon emissions equivalent to those from 70 million cars, mitigating climate change.

Our Founders Team

Introducing the core professionals driving our initiatives with expertise and innovation

Juan Novelli

COO

Serial entrepreneur with 15+ years in agri-food innovation, blockchain, and IP commercialization. Successfully led and exited two agri-food tech companies, proving his ability to scale ventures and drive market adoption. As COO, he oversees product development, operations, and industry engagement, leveraging his deep food tech and digital transformation expertise to execute TFC’s vision.

Verónica Medaura

CEO

International business strategist with 25+ years in deep tech startups, sustainability, and emerging markets. PhD in International Business Development, specializing in scaling tech-driven ventures and ESG strategies. As CEO, she leads The Food Chainers’ business growth, strategic partnerships, and market expansion, ensuring that IP commercialization in agri-food becomes accessible, scalable, and impactful.

Hernán Asorey

CTO

Computational physicist with 20+ years in AI, IoT, blockchain, and data science. Led interdisciplinary R&D teams in academia and industry, specializing in distributed computing, Web3 ecosystems, and IP protection technologies. His expertise in AI-powered platforms and blockchain security drives TFC’s scalability and deep-tech innovation, complementing Verónica’s strategic leadership and Juan’s operational execution.

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