Tal Liezer - CEO
Ever since she was VP Marketing in large food companies such as Shemen Industries and Zoglobek, Tal had a passion for practical innovation and its vital importance in a variety of processes that are considered to have a significant impact on the industry. Here are some of her ground-breaking ideas that changed the market:
 
2001 - Value Branding for vegetable oil - launching the idea that "There is oil, and there is oil."
For the first time, Shemen Industries created vegetable oil with the added value of health benefits for consumers. Shemen added vitamin E and Phytosterols to the "regular" oil, which help lower cholesterol. This created a more healthy vegetable oil than any other product in the category. The great innovation, beyond the product level, was the establishment of real branding in a commodity.
 
2002 - The Oil Revolution - The move to Canola oil.
Canola oil is better for consumers on the one hand and more profitable
for the marketing company on the other. Tal Leizer was involved in
the process of enriching the quality of oil even more by adding an effective
dose of Phytosterols - a low cholesterol component - and launched a move
intended to shift consumers to a much better oil. The move was very successful,
and it shifted the balance between soybean and canola oil in Israel in favor
of canola within a relatively short time.


2004 - The margarine that took trans fat out of food.
The most harmful ingredient in margarine is hardened fat. Thanks to innovative technology, the hardened fat - trans fat - was removed from margarine, and the first healthy margarine was introduced under the Etz Hazayit brand. Besides the benefit for margarine-using consumers, this move impacted a wide variety of other products that use margarine, such as the world of pastries.


2006 - Launch of a new field in Israel: Quinoa-based products.
This process began by identifying quinoa as a new and important trend in the world of health, and ended with importing the trend to Israel by developing a quinoa and lentil product - tasty and healthy burgers.


2008 and onward - Owner and CEO of Practical Innovation -
the company which develops start-ups for the traditional industry. The company's is involved daily in increasing processes of innovation and product development for a large variety of companies in a range of industries. >>>link to customer page
Tal Leizer's expertise in introducing pioneering innovation to companies is highly valued in Israel and around the world. Her many articles on innovation have been published in a selection of international magazines and media.
Tal Leizer is certified as an Innovation Consultant by the Innovation Authority in the Ministry of Economics and Industry (formerly the Chief Scientist). She has introduced many companies to the Innovation Authority for the benefit of financing processes of innovation and product development by the State. >>>link to financing page by the Innovation Authority
In 2016 she was awarded Business Innovator of the Year for her innovation work, and was interviewed for the prestigious British Nutraceutical Business Review. >>>link to award page
In 2017 she was invited by the Singapore Innovation Office to lecture in Singapore at an innovation conference for managers of leading Singaporean companies.
 
Tal liezer