Effi Capital group is prominent in the South American markets, particularly Brazil. Its current investment with Blue I is intended to extend the company’s presence in various geographies by expanding its client base and distribution opportunities in South America, China, and India.
“We have invested a lot in technology development over the past few years and brought advanced products to the marketplace,”
“We chose to invest in Blue I after closely examining its range of products and identifying business opportunities for its technologies in today’s growing economies,” says Effi Shakedi, CEO of Effi Capital. “The most prominent of these opportunities is the water market in South America, which is currently undergoing accelerated standardization and automation and is leaning towards online monitoring of drinking water in its countries.”
This is Blue I’s second round of investment. In 2011, the shareholders invested 5.5 million shekels ($1.4 million) to support the company’s technology development and allow it to break into new markets. The company is controlled by the Shaked family through Shaked Global Group (CEO Guy Regev); Tene Investment Funds (Senior Manager Dr. Ariel Halperin; portfolio companies include Caesarstone, Chromagen, and Hanita Coatings); Agada LLC (by TN Ventures, CEO Tamar Naor); and Docor International BV (CEO Alon Dumanis), a Dutch investment company and subsidiary of the Van Leer Group Foundation.
Blue I Water Technologies, an Israeli company, was established in 2003 with the development of a number of unique technologies for water quality monitoring and treatment. Its products are leading global technology in detecting chlorine and other components in sea water and in controlling municipal water systems. They are pioneering the most advanced methods of monitoring water for the food and beverage industry, the petroleum and petrochemical industry, and public and private swimming pools.
Clients include Israeli and international industry leaders such as Mekorot, Coca Cola, BAZAN Oil Refineries Ltd., Israel Electric Corp, Euro Disney, Total, and the Olympic swimming pool in Beijing.
Jacob Azran, formerly a senior staff member at Orbotech, was appointed CEO of Blue I in 2011.