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.

Accolades &Awards

GenCell is proud that our products and technologies win recognition and distinction.

  • At the global telecom event MWC2019, GenCell was awarded the GloMo Green Mobile Award for its A5 off-grid renewable energy solution.
  • Frost & Sullivan has recognized GenCell with its Enabling Technology Leadership Award within the framework of its 2019 Best Practices Award.
  • GenCell was selected by the Peres Center for Peace & Innovation to exhibit as one of Israel's top innovative Israeli technologies.

OURTEAM

MANAGEMENT

#
#

Benny Landa

Chairman of Board

Israel

Pioneer of digital printing at Indigo (acquired by HP in 2002), now as CEO and Chairman of the Landa Group, Benny continues to pioneer futuristic nanotechnology applications in the fields of imaging, energy and health. His vision for the future also includes investing in promising Israeli technologies and philanthropic activities that enable underprivileged youth to access higher education. Benny has a portfolio of over 800 patents worldwide and is Israel's most prolific inventor.

#
#

Mimi Sela

Board Member

Israel

Mimi Sela serves as CEO of Landa Ventures, Landa's investment arm, and as Managing Director of the Landa Fund. Previously, she served a six-year term as Corporate Vice President Strategic Alliances at Indigo and was responsible for Indigo’s acquisition by Hewlett-Packard in 2002. Prior to Indigo, Mimi served as Founder and Managing Partner of MS Communications, a leading public relations company specializing in strategic business consulting for top-tier global businesses.

#
#

Yedidia Yaari

Chairman of Advisory Board

Israel

VADM (Ret.) Yedidia Yaari was the President & CEO of Rafael, a leading contributor in the research, development, defense systems in Israel and around the world. Prior to joining Rafael, he was the Commander in Chief of the Israel Navy. Yedidia received an MPA from Harvard University’s Kennedy School of Government and a BA in Middle East History from Haifa University.

#
#

Rami Reshef

CEO

Israel

Rami has proven executive management track record and over 25 years of experience driving sales growth in the technology industry. Rami has focused on adopting early technologies and successfully transforming them into mature commerical products. He has founded a number of startups, with solutions for mobile, social networking and virtual reality.

#
#

GENNADI FINKELSHTAIN

CTO & VP R&D

Israel

Gennadi is a fuel cell pioneer and has managed the production of more than 250,000 fuel cell devices. He was the founder of More Energy and developed the first commercial portable fuel cell. He has led projects for numerous global companies, including HP, Kodak, and General Dynamics. Gennadi holds 40 patents and received his M.Sc. in Power Engineering from the Leningrad Technological Institute.

#
#

Gil Shavit

President & Chief Business Development

Israel

Gil is passionate about bringing fuel cell power solutions to new businesses and industries. With more than 25 years of experience in establishing innovative Israeli technology companies, he has led joint ventures with global firms such as Phillips and G4S Brazil. Gil has a B.Sc. in Computers and Electronics from the Ben Gurion University of the Negev.

#
#

YOSSI SALOMON

CFO

Israel

Yossi has 20 years of experience as CFO and VP Business Development at a variety of companies, including DealFlow Investments, a private equity firm 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.

#
#

AMIT ASHKENAZI

VP Global Sales

Israel

Amit has successfully sold end-to-end projects that include hardware, software, services and SLAs. For more than 20 years at Bezeq International, Alvarion and Ericsson, he has focused on designing and building Internet and cellular solutions for operators, enterprises and governments. Amit has a degree in Electrical Engineering and a BA in Business Management from the Open University in Tel Aviv.

#
#

Libby Alpert

Head of Marketing

Israel

Libby comes to GenCell with over 10 years of marketing leadership at global technology companies. Prior to GenCell, Libby was the Director of Marketing at Mindspace, where she led the company's global expansion in Europe and the US. At Gett, she was the Global Marketing & Operations Manager and grew the company's customer base and oversaw its marketing operations. Libby has a BA in Communications and Political Science from Bar-Ilan University in Israel.

#
#

Alex Saucedo

Director of Sales - North America

USA

Alex is an industry expert with more than 20 years of consulting, management, and technological experience, expanding market share for automation, energy and equipment companies like Plug Power, Grainger, Stanley Black & Decker, and others. He offers his end-customers unique perspectives and insights for solving their energy, operational and business challenges. Alex has a degree in Business Administration from Georgia Perimeter College and is a 10-year veteran of the United States Navy. He resides in Atlanta, Georgia, USA.

#
#

NINO BORCHTCHOUKOVA

R&D Director

Israel

Nino has over 20 years of alkaline fuel cell (AFC) experience, building and managing multifunctional international R&D and manufacturing teams. 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.

#
#

Haim Moshe

Customer Support Director

Israel

Haim has more than 20 years of experience in leading quality assurance in the Military and Defense sectors, More Energy and Hewlett-Packard. At GenCell, Haim has taken his deep know-how in quality assurance and implemented best practices across the company’s operations and business processes. As Customer Support Director, Haim now uses his proficiency in QA to continuously improve GenCell’s end-to-end customer experience. Haim has degrees in both Electronics and Quality Engineering.

WHITE PAPERTHE BIG DEAL WITH FUEL CELLS

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

Download

GSMA INNOVATOR GENCELL ENERGY

Watch CEO Rami Reshef in an interview for GSMA and learn why GenCell is a leading innovator for the telecom industry.

Learn More