Part 2/10:
Born and raised in Israel, Dena has a storied career before entering the flexible packaging arena. Initially a software engineer, she enjoyed a successful tenure in a top-tier computer science unit in the Israeli military and later transitioned to financial markets, becoming the CEO of a research center focused on risk management in capital markets. However, she felt a calling to create something impactful for the environment, which ultimately led to her founding Tia.
While jogging one day, a conversation with her children about plastic waste and its environmental consequences sparked her imagination. Inspired by the concept of utilizing nature's own practices—like how apples and bananas are packed in compostable materials—Dena envisioned a solution that imitates nature for food packaging.