ABOUT US

POWER FOR HUMANITY

OURSTORY

GenCell develops unique fuel cell solutions that offer clean power for humanity. Using the ultra-reliable and exhaust-free technology that powered the American and Russian space programs, we have removed the platinum inside our fuel cells and reduced the quantity of noble metals to provide affordable, clean backup power for telecom, homeland security, healthcare and automated industries.

Recognizing that the limitations of today’s hydrogen infrastructure keep the cost of hydrogen prohibitively expensive as a fuel for primary power, we have developed a revolutionary process that allows us to

create hydrogen-on-demand from anhydrous ammonia (NH3) at 10 times the efficiency of other solutions and without any outside electrical power.

This breakthrough enables GenCell to provide the first viable green primary power solution for off-grid and poor-grid telecom as well as rural electrification—at a cost less than diesel solutions.

Since its founding in 2011, GenCell has grown to more than 80 employees, including many veterans of the Apollo & Mir projects. The company is headquartered in Israel with a worldwide distribution and support network and has unique intellectual property, trade secrets and know-how.

OUR MISSION & VISION100% GREEN &
AFFORDABLE

GenCell’s vision is to provide businesses and organizations worldwide with a reliable, clean and affordable power backup platform that kicks in as soon as it’s needed, whenever it’s needed and for as long as it’s needed, no matter what.

 

GENCELLSOCIAL
RESPONSIBILITY

We don’t just care about green energy or the planet—we care about people too. GenCell is proud to take part in social activities with the elderly and the disadvantaged. It doesn’t just feel good or is just good for business; it’s simply the right thing to do.

OURPARTNERS

GenCell actively works with companies and associations in Europe, North America and the Middle East to promote fuel cell technology and green energy. Reducing pollution and greenhouse gases will improve not only our quality of life but also the world we live in.

OURTEAM

MANAGEMENT

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Rami Reshef

CEO

Israel

Rami serves as the company’s CEO and as a member of GenCell’s Board of Directors. He has many years of international business management experience with a primary focus on adopting early technologies and successfully transforming them into mature commerical products. He has founded a number of startups, including Clip N Touch, a provider of solutions for mobile, web and social networks; Sparks4D, a London-based firm for managing campaigns for blue chip customers; and Virtual One, a company that combined virtual world technology with TV broadcasting. Rami has a degree in Finance from Tel Aviv University.

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Gil Shavit

Chairman

Israel

Gil is the Chairman is a very active Chairman of GenCell's Board of Directors as he focuses on bringing fuel cell power solutions to new businesses and industries. He has more than 25 years of experience in establishing innovative Israeli technology companies and has also collaborated with global partners to develop unique technological solutions. He has led joint ventures for global firms including Philips and G4S Brazil. He was a founder of TADSEC, a provider of military command and control systems that has been deployed in many countries around the world. Gil has a B.Sc. in Computers and Electronics from the Ben Gurion University of the Negev, in Beer Sheva, Israel.

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GENNADI FINKELSHTAIN

CTO & VP R&D

Israel

"Gennadi is responsible for the company’s technological activities and serves as a member of GenCell’s Board of Directors. He is a pioneer in fuel cell development for mass commercialization, from concept to manufacturing, and has managed the production of more than 250,000 fuel cell devices. He was the founder and General Manager of More Energy, an Israeli subsidiary of Medis Technologies (USA), which developed the first commercial portable fuel cell, and also served as the CTO of Medis Technologies. He has led projects for numerous global companies, including HP, Kodak, Komax and General Dynamics. Gennadi holds 40 patents and published applications. He received his M.Sc. in Power Engineering from the Leningrad Technological Institute."

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YOSSI SALOMON

CFO

Israel

Yossi is responsible for GenCell’s financial operations. He has 20 years of experience as CFO and VP Business Development at a variety of companies, including DealFlow Investments, a private equity firm, PRS Mediterranean, an infrastructure company and Telit, an Italian mobile phone provider. During his career as a CFO, he managed the acquisition of VisonTech by Broadcom as well as the Nasdaq IPO of Internet Gold, an Israeli ISP. Yossi is a CPA and has an Executive MBA from Bar Ilan University in Israel.

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Steve Orr

VP Sales & Marketing

UK

Steve leads the company’s global sales, marketing and distribution activities. He is a seasoned professional in the fields of sales, business development, marketing and logistics and has more than 30 years’ experience in the automotive and heavy equipment industries with sales and marketing leadership postions at Ford, Fiat, IVECO and New Holland Construction. While working at these and other companies, Steve helped them dramatically grow their businesses and their shareholder value. Steve has an HND in Electronics and Electrical Engineering as well as a DMS & MBA from Thames University in the UK.

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AMIT ASHKENAZI

Head of Telecom BU

Israel

Amit is responsible for the company's business activities in the telecom market. For more than 20 years he has successfully sold end-to-end projects that include hardware, software, professional services and SLAs. At Bezeq International, he was responsible for global sales and business development and focused on designing and building data centers, and cyber solutions for Internet and Cellular operators, enterprises and governments. He also spent more nearly 20 years at telecom technology providers Alvarion and Ericsson. Amit has a degree in Electrical Engineering and a BA in Business Management from the Open University in Tel Aviv.

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NINO BORCHTCHOUKOVA

R&D Director

Israel

Nino leads the company’s research and development initiatives. She has over 15 years of alkaline fuel cell (AFC) experience, building and managing multifunctional international R&D and manufacturing teams. While the R&D Department Manager at More Energy, she managed more than 30 employees in core alkaline fuel cell technological development. She also has extensive experience in catalyst and electrode development, process design, scale-up and production. Nino has an M.Sc. in Chemistry from Saratov State University in Russia.

WHITE PAPERTHE BIG DEAL WITH FUEL CELLS

Learn about fuel cell technologies and why GenCell’s solutions are an excellent source of backup energy.

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INDUSTRY REPORTPOWERING OFF-GRID MOBILE

Discover how operators can exchange diesel generators for lower cost, clean power alternatives.

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