About Us

Redefining the Future of Beekeeping

Bringing Proactive Precision Agriculture to the World of Beekeeping

Backed with a combination of love, knowledge, and deep understanding of bees and beekeeping with advanced technological expertise in electro-mechanics, materials, software, and AI, we went on a journey to save honeybee colonies, empower beekeepers, and safeguard global food security.

ToBe is a groundbreaking startup offering the world’s first practical, viable, and cost-effective solution to the most critical challenge facing bees and beekeeping today—the phenomenon of disappearing bees.
Our one-of-a-kind solution, HiveMaster, is a proactive precision beekeeping platform that enables beekeepers to remotely monitor their hives, receive AI-powered treatment recommendations, and implement treatment protocols from anywhere.

Under harsh field conditions, our system has demonstrated significant benefits: dramatically reducing colony mortality, lowering operational costs, minimizing chemical pesticide usage, boosting honey and pollen production, and above all providing peace of mind and prosperity for beekeepers while improving the quality of life for bees.
We’re proud and excited about driving meaningful change across beekeeping, agriculture, and global food ecosystems.

Our Vision

To become the trusted source of innovative apiculture management solutions that improve bee health, increase pollination efficacy, and raise honey yield and quality for the benefit of beekeepers, farmers, and consumers worldwide.
Our mission is to free honeybees and beekeepers from the deadly effects of Varroa mites and other threats, enabling beekeepers to once again manage their apiaries with ease and profitability.

Our Team

Bee Lovers for the Sake of Bees

We’ve assembled a team of exceptional individuals united by three goals: protecting bees, securing our global food supply, and enjoying every step of the journey.

Management Team

An experienced executive with over 25 years of expertise in technical, operational, and business development management. Eric holds a B.Sc. from the Technion and an MBA from Haifa University.

Eric Joely

CEO

A finance professional with extensive experience in strategic decision-making and financial management for large organizations, driving sustainable growth. Nataly holds a B.A. and an M.A. in Applied Economics.

Nataly Sherf

CFO

A skilled bee researcher specializing in field and laboratory Varroa treatment experiments. Ron earned his M.Sc. from Tel Aviv University and the Agricultural Research Organization, Volcani Center.

Ron Korkidi

Co-Founder & CTO

A dedicated product and business development manager with more than a decade of leadership experience in both traditional and tech industries. A passionate beekeeper himself, Avner holds a degree in Industrial Engineering.

Avner Einav

VP Product & BD

A regulatory affairs and quality assurance professional with over 15 years of expertise in regulatory compliance, strategic planning, and product registration.

Ornit Zeltzer

Regulatory Affairs Manager

Our Visionary and Committed Partners

Join our Vision

Come partner with ToBe’s revolutionary technology - invest in our game-changing beekeeping solutions.