I was born in Israel in 1959 and grew up in a small town called Kiryat Ono, where I was trained in music at the local conservatory. Received a law degree from Tel-Aviv University and an MBA from Boston University. Following my studies moved to New York and In 1988 joined Quadrant Management, the management arm of a privately owned investment fund. On this company's behalf tI started going to Romania in early 1991 and set up the Pepsi business venture there.

During my years in New York I met my wife, Ravit, and our first two children, Yigal and Ayal, were born. Soon after the birth of our second child we moved back to Israel, so that I could be closer to the Romanian business. We ultimately settled in my home town of Kiryat Ono. Our third son, Yiftach, was born soon after we moved there.

I've been responsible for the beverage business in Romania throughout the 15 plus years of our group's involvement there, taking it from inception, to growth and the ultimate sale of the business to PepsiAmericas, PepsiCo's 2nd largest bottler worldwide, in mid 2006

After the sale, our group acquired the Pepsi franchise in Bulgaria. I am currently the Chairman of the holding company of that operation and we are actively engaged in trying to make it another success story for the Pepsi brands.

 Decided to write a book about the Pepsi venture in Romania to honor all the many people that have been a part of this unusual journey over the years, each of them contributing to its ultimate success.