WeBelay is an innovative and simple way to manage your child’s food allergies and confidently share important information with your network of caregivers.
We are passionate team of experts in food allergies, healthcare, pediatric medicine, design, and technology. We care about making a difference for children and families living with food allergies.
Dr. Abby HerzigChief Executive Officer and Co-Founder
Dr. Abby Herzig developed her career around the drive to understand and help children in need. After receiving her doctorate degree in clinical psychology, she continued to study child development and parent-child mental health at NYU Medical Center and Columbia University. An extension of her work with children, Abby is actively involved with UNICEF, serving on the New York Steering committee for UNICEF’s NextGen. She has traveled to South East Asia and Africa visiting hospitals, schools, and orphanages, advising UNICEF on child development and proper interventions for children and families at risk. As a result of her global work with children, Abby was asked to join the Innovators Program at the world-renowned Sick Children’s Hospital in Toronto. Driven by her passion to help children, and a parent of a child with life-threatening food allergies, Abby was inspired to create Belay and find solutions for the unmet needs of children and families affected by the food-allergy epidemic.
Sam Herschkowitz, MDChairman and Co-Founder
Since 1982, Samuel Herschkowitz, M.D. has been a known leader in the area of biotechnology, healthcare devices, and pharmaceutical development. Throughout his career, Sam has participated in the development and financing of many biotechnology innovations and the creation of early healthcare companies, as well as having an advisory role in more than 25 biotechnology and healthcare companies. As a parent of a teenager with severe food allergies, Sam has long been looking for meaningful solutions to help families manage this issue.
Josh Kornberg, MBACo-Founder
Josh was formerly President, CEO, and Chairman of the Board for a publicly-traded medical device company that focused on the design, manufacture, and market of cost-effective devices that enable minimal healthcare worker exposure to bloodborne pathogens. Previously, Josh also served as Chief Investment Officer of a national private equity firm and Director of a public real estate investment trust. Josh has implemented investment strategies for numerous operating companies and has led the origination and structuring of approximately $10 billion of deal value, including entity level and related financings. Currently, Josh serves as a director of Prospect Park Capital Corp., a publicly-traded private equity fund focused on investments within the healthcare and biotechnology sectors. Josh is also the father of a child with severe food allergies, and is passionate about helping families dealing with food allergies.
Deborah AdlerCreative Director
Deborah Adler is a designer and entrepreneur who brings innovative ideas to market. Deborah uses design to delight people, solve problems, and change outcomes. At the core of her work is the desire to make people’s lives easier and safer, a standard she applies to new directions for products, branding, and information systems. Her work is in the permanent collection at the Museum of Modern Art (MoMA) and has been shown at the Cooper Hewitt as part of the National Design Triennial. She currently serves on the AIGA National Board of Directors.
Eric FreitagProduct Director
Eric has more than 15 years of experience developing innovative products, including designing physical-digital ecosystems that deliver effective patient adherence platforms. Eric is a senior leader of creative competencies in strategy and product development, with expertise in the healthcare sector, as well as FDA regulatory requirements.
“Every child with food allergies should feel safe and empowered. We’re all in this together.”Dr. Abby HerzigChief Executive Officer
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