I am a Tech and Food-Tech expert, father of three, trail runner, writer and guitar player. This blog is about me, my journey as I pursue the "4 deserts" challenge covering 1,000km in four 250km multi-day, self supported races in Gobi in Mongolia, the Red Desert in Namibia, Antarctica and the Atacama in Chile. It is about running, life, psychology, as well as lessons learned about life when in is merged in the running experience. Professionally... I got my food engineering and biotechnology PhD from Technion – Israel Institute of Technology, Israel. From 2000 through 2010, was a professor at the Technion, over 70 scientific papers, books, etc. CTO at Strauss Group from 2010 to 2022, responsible for the technology strategy, Nutrition, New Technologies & Industry 4.0 of the Strauss Group. Received the "European CTO of the year" award in 2017. Played a leading role in setting the vision and accelerating the cultural change inside the Strauss Group, allowing new forms of partnership and fostering open dialogue with innovators, accelerators, start-ups, and investors. Established, BOD and investment committee member of "The Kitchen FoodTech hub" – Strauss Group FoodTech incubator. Founder and chair of the Israeli Food IoT - Big Data consortia with the vision to develop generic technologies for collecting analysis and use of information of raw materials, production processes and the consumer, in order to enable connectivity throughout the value chain and bring about a paradigm shift in which food is produced with the highest efficiency and safety. Served as the Chair of the AMCHAM ISRAEL Climate and Environment Forum for promoting sustainable practices, technologies, regulation and projects.