30 Best CEOs of the Year 2020 30 Best CEOs of the Year 2020 | Page 38

An Interview with Neil Fineman, greenONE Holdings Inc CEO:
‘We Address the Issue of Manufacturers Being Forced to
Depend upon Digestion as the Standard for Getting Nutrition
into the Human Body’
“Infused with vitamins, minerals, and electrolytes, it’s easy to see
how iDrink Nano-Nutrient Water is truly a first-of-its-kind.”
N
anotechnology refers
to a broad range of
tools, techniques and
applications that simply
involve tiny particles
on a scale from 1 nanometer in
size, to a few hundred nanometers
in diameter. Particles of this size
have some unique physicochemical
and surface properties that
lend themselves to novel uses.
Indeed, leading advocates of
nanotechnology believe that it will
contribute to solving some of the
major problems we’re faced with
today; like ensuring a safe supply
of drinking water for a growing
population, replenishing nutrition
in our food supply, as well as our
soil; and even delivering medication
safer and more effectively.
In light of the foregoing,
we’re thrilled to present
greenONE Holdings Inc.
greenONE, the creators of idrink,
are a Nano-Nutrient company
that developed the
world’s first multi-
vitamin water, by
utilizing a very
unique type of
COVER
STORY
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nano-technology. Figuring out
how to surround miniaturized
vitamins with water clusters, a
team of doctors and scientists
were able to create a nutrient
formula, where the ingredients
are now rapidly absorbed by the
body. The resulting bio-availability,
enables the body to “go to work”
fast; and the water encapsulation
process, for the first time, allows
some very pungent vitamins and
minerals, to remain tasteless, and
colourless. The creators of iDrink
Nano Nutrient Water call it “an IV
in a bottle.” greenONE is a ‘green
company’ utilizing natural plant-
based vitamins, with zero taste, zero
fillers; and products that are only
GMO and BPA free.
The company was incorporated
in 2014, and is headquartered in
Las Vegas, Nevada.
Revenue Model
greenONE Holdings Inc. brands
shelf-ready examples of this
technology (iDrink, iHydrate,
iNourish, iRevive, and Nano-
ThryveRx), that were created to
solve specific consumers issues.
They offer these products to the
‘health and wellness’ marketplace.
The company utilizes this front-line
branding and distribution, to create
awareness of the technology in each
market. Their ultimate goal is to
establish partnerships with brands
and manufacturers that are focused
on producing more ‘functional’
versions of their own products.
Facilitating those realtionships to
their science and manufacturing
partners is greenONE’s dual
approach to this “one of a kind”
technology.
Rewind: Taking Flight
greenONE Holdings Inc. was
established with the awareness
that a new technology fit
perfectly with nutrition and
rapid hydration in the human
body. The CEO, Neil Fineman,
recognized the uniqueness of
a water-encapsulated, nano-
technology that he envisioned for
human consumption; even though
it was being used for agricultural
applications at the time. Neil set
out to create a partnership with the
scientists behind this technology,
who were effectively reducing the
size of vitamins (so they could be
absorbed faster), while rendering
even the worst tasting nutrients
(like fish oil and turmeric), tasteless.
Neil believed this new “delivery
system”, needed to be effectively
packaged for ‘Mainstream America’
consumers, and showcased to
other manufacturers. Negotiating
an exclusive, world-wide beverage
contract, began the relationship;
it also necessitated a ‘first-of-its-
kind’ example that could exhibit the
technology, and prove the benefits
of its use. The creation of iDrink