Alexander Juranek is a Serial Entrepreneur and strategic Product/Business Developer, with a Degree of Vienna Business School. Born into a Family Retail Company he has been in the Food Business for most of his professional Life. Starting his Career with his 1st Venture in Produce Retail that he successfully excited, he enjoyed a Decade long Corporate Career at Coca-Cola, working across 30 countries on both sides of the Franchise System. Thereafter he built several Food-Tech Startup’s, before going full circle back to Fruits & Vegetables, now though integrating backward into Controlled-Environment Agriculture. True to his creative nature and capacity for innovation, he has been re-thinking Vertical Farming to democratize it, and make it sustainable, affordable and as easy as Eating.