After becoming a regular supplier for KFC Israel, food-tech innovator Beyond Oil has appointed Aviran Fine, former COO of KFC Israel, as Chief Operating Officer, and Jason Hatfield, a veteran of the U.S. food service industry, as Director of U.S. Sales. These appointments come as Beyond Oil accelerates its global expansion, securing pilot programs in the U.S. and major orders across Europe and Asia.
Beyond Oil Ltd, an Israeli food-tech innovator, has made a name for itself by tackling the health risks and environmental impact associated with frying oil. Its patented oil filtration technology, often referred to as a “magic powder,” significantly reduces harmful substances in frying oil while delivering economic and environmental benefits. Fine’s appointment follows Beyond Oil’s success in becoming a key supplier to KFC Israel and collaborations with other major brands, where the technology extended frying oil’s lifespan from four to 60 days while maintaining safety and quality standards. Fine’s leadership, honed through senior roles at global food service chains like Burger King, has been pivotal in integrating Beyond Oil’s technology into large-scale operations.
KFC Israel CEO Shai Carmona praised Fine’s leadership and Beyond Oil’s technology for its transformative impact: "Aviran joined KFC Israel two years ago and significantly improved our operational and financial performance. Since integrating Beyond Oil’s ‘magic powder’ into our kitchens, we’ve seen even greater efficiency, reduced oil consumption, and a cleaner environment for our staff. I wish Aviran and Beyond Oil continued success."
In parallel, Beyond Oil’s U.S. expansion is taking shape under the guidance of Jason Hatfield, a seasoned expert in oil management and food service solutions, who has held leadership roles at Sysco Corporation and Ecolab. Hatfield’s appointment marks a pivotal step as the company kicks off pilot programs with three notable U.S. customers: a regional multi-unit restaurant group, a nationally recognized full-service restaurant chain, and a leading American university. These pilots have already led to initial sales, providing early validation of Beyond Oil’s potential in the U.S. market, which is projected to grow from $820 billion in 2024 to $1.37 trillion by 2029.
Scientific studies further highlight the significance of Beyond Oil’s technology. Research conducted by Professor Nissim Garti of the Hebrew University revealed that the technology reduces carcinogenic polycyclic aromatic hydrocarbons (PAHs) in frying oil by 98.8%, bringing levels from 40.29 micrograms/kg to below 0.5 micrograms/kg. It also virtually eliminates acrylamide, a known carcinogen, and reduces polar materials by 60-80% and free fatty acids by 70-90%. These reductions directly address major health risks associated with cardiovascular disease and cancer, making Beyond Oil’s solution a game-changer for the food service industry.
Beyond Oil’s global momentum is also evident in its rapid entry into new markets. In October, the company expanded into Western Europe with an order from Spain-based Mister Noodles, which will implement the technology across 20 locations. Meanwhile, in Eastern Europe, a fast-food franchisee placed a significant order for 16 tons of the product, marking another milestone in the region. In Asia, Beyond Oil debuted with Hap Chan, a leading Filipino restaurant chain operating over 100 locations, underscoring the versatility and appeal of its solution across diverse geographies and cuisines.
Beyond Oil’s U.S. strategy benefits from its FDA clearance and compliance with international certifications, including HACCP, ISO 9001, and Kosher standards. Hatfield’s expertise has already accelerated market penetration, enabling Beyond Oil to establish a foothold in the world’s largest food service market. With an estimated 30 million commercial fryers worldwide in the food service sector, the total addressable market represents a $45 billion opportunity. The industrial frying sector, which uses approximately 50 million tons of oil annually, adds another $700 billion in potential market value. These figures underscore the scale of Beyond Oil’s opportunity as it continues to build relationships with food service operators globally.
Jonathan Or, CEO of Beyond Oil, expressed confidence in the company’s trajectory:"Expanding into the U.S. market is a pivotal step in our mission to revolutionize the food service industry with sustainable and cost-effective solutions. Under Jason’s leadership, we are already seeing meaningful progress, including initial pilots with key customers. This is a particularly exciting time for Beyond Oil, as we expand into multiple geographies, including Europe, Asia, and now the U.S., where the market opportunity is immense."
Beyond Oil’s ability to extend oil lifespan by three to ten times reduces oil consumption by approximately 50%, cuts restaurants’ carbon footprint by 20 tons annually per location, and lowers overall food costs by 50%. These benefits, coupled with the company’s proven track record of improving the quality of fried foods and enhancing working conditions in kitchens, make its solution a rare combination of health, environmental, and economic advantages.
This article was written in collaboration with Global Markets Media and is not intended to serve as financial, investment or medical advice. Readers are advised to seek out professional advice from licensed professionals.