ABU DHABI, United Arab Emirates, (May 01, 2021): Pure Harvest Smart Farms, the region’s leading tech-enabled agribusiness, has announced the recent appointment of a number of executives to its leadership and management teams. Tariq Sanad has taken up the role of Chief Financial Officer, while Lucio Baron has been appointed as Director of Strategy. The position of Head of Construction has been assigned to Gareth Wilson, Imane Mimid Jeifer is the new Head of People and Fatima Haveliwala has been given the position of Strategic Finance Lead.

“We are delighted to confirm these appointments and welcome a new group of talented and experienced professionals to the Pure Harvest team,” said Mr. Sky Kurtz, Co-founder and CEO of Pure Harvest. “As Pure Harvest continues its mission to transform food production using cutting-edge controlled-environment agriculture technologies in the import-dependent and water-scarce Arab Gulf region, it is more important than ever that we have the right human capital capabilities in place to achieve our ambitious goals.”

Mr. Tariq Sanad, CFO, brings over 17 years of experience building and leading finance teams in complex and fast-growing multinational companies. He joins Pure Harvest from Fetchr, where he contributed to the growth and restructuring of the business. Prior to this, he played a core role in scaling Careem to a multi-billion-dollar company. He also serves as an Advisor to the Board of Seed Group ME, a company of The Private Office of Sheikh Saeed Bin Ahmed Al Maktoum, and holds a degree in accounting from the University of Bahrain.

Mr. Lucio Baron, Chief Strategy Officer, has over 15 years of experience in strategy consulting, after beginning his career at McKinsey & Company in Italy and working across Europe, Middle East, Australia, and Africa. He has in-depth experience working with energy-intensive industries such as petrochemicals, power production, and mining and joins PureHarvest from his position as Associate Partner in the Dubai office of McKinsey & Company. He holds a BS and MS in Industrial Engineering from the University of Rome ”Tor Vergata” and an MBA from the London Business School.

Mr. Gareth Wilson, Head of Construction, has over twelve years experience in the construction sector, with half of that spent in the Middle East. He joins Pure Harvest from his position as Senior Project Manager at Majid Al Futtaim. His earlier career was spent in the UK, where he worked as a Construction Manager for Sir Robert Alpine, one of the most reputable construction companies in the country, which worked on projects including the London Olympic Stadium.

Ms. Imane Mimid Jeifer, People Manager, has spent over 20 years in Human Resources as a business partner in the luxury retail, telecommunication, and e-commerce sectors. In the region, Ms. Jeifer has experience working with Radio Holland, a specialist in Maritime Engineering, where she led a restructuring project for the UAE and South Africa. She’s also worked in Paris for companies including France Telecom and Orange, and spent two years in Los Angeles in HR in the entertainment sector.

Ms. Fatima Haveliwala, Strategic Finance Lead, has over ten years of experience in the areas of finance and consulting. She joins Pure Harvest from her role as Senior Director of Finance at Hala, where she set up the finance function from scratch. Prior to that, she was Global Head of Finance and Cash Operations at Fetchr, covering all countries in the region. Before moving to the UAE, she held finance roles at Tata Steel, Citibank, and EY in Mumbai.

The appointments are a core component of enabling Pure Harvest’s rapid and successful growth agenda, which recently received a $60 million growth funding injection led by SHUAA Capital.


About Pure Harvest Smart Farms

Pure Harvest Smart Farms is a technology-enabled agribusiness based in the UAE, focused on year-round production of premium quality fresh fruits and vegetables. As innovators of the Middle East’s first commercial-scale, semi-automated high-tech greenhouse, Pure Harvest leverages innovative growing technologies and horticultural best practices to enable year-round production of affordable, cleaner-than-organic fresh produce. Pioneering controlled-environment agriculture (CEA) in the Middle East, Pure Harvest’s mission is to tackle some of the region’s most alarming problems by offering tangible food security, water conservation, economic diversification, and sustainability solutions. For more information, please visit www.pureharvest.ae