The Befria Management Team

Michael Greene
CEO, Founder

With entrepreneurial flair, Mr. Greene has started and ran four companies each focusing on divergent but supportive roles for merchandising, marketing and training with Fortune 100 companies. Previous to this Mr. Greene held positions in the retailing sector with Dominion Stores, Shoppers Drug Mart and Pharma Plus Drugmarts. 

An alumnus of McMaster University, Mr. Greene joined Dominion Stores in the store operations functions until moving to Shoppers Drug Mart to assist in the development and launch of a food concept for the drug store chain. Joining Pharma Plus, Mr. Greene oversaw all aspects of merchandising, store design and product layout for the chain. During this time he also assumed the role of co-chair for the Canadian Drug Store industry initiative to create a single repository of information. This project later evolved into and became part of the current ECCnet database service for Canada.

In the consultative and support roles, Mr. Greene has worked with  Esso Canada, Nestle Canada, Clorox, Unilever,  Diagio,  J. Walter Thompson, Bell Canada, Dylex Corporation, White Rose Nurseries, Walmart, British Columbia Liquor Distribution Board and numerous retail organizations supplying training, merchandising, product management, design services and data management services.

As the founder of Befria, Mr Greene has brought the vision and creative drive to steer this project from concept through start up and into full operation. He will oversee all operational aspect of the business and the continued product development based on the collaborative vision of the management team and market needs.

Peter Gee CA CPA MBA
Chief Financial Officer

A strategic-thinking chartered accountant with 12 years experience, he is respected for building financial structures with tight controls and precise measurements. He began his career with KPMG (formerly Thorne Riddell) as an Audit supervisor. Mr. Gee moved his career path into the financial services industry starting as the Controller of Dataline Inc in 1986.  He left to join Dow Jones & Company and was promoted to Director, Finance & Administration, CFO in 1991. 

Mr. Gee has managed a revenue base of $ 60,000,000 and has been instrumental in reducing expenses, implementing processes and procedures to control the company’s growth.  He has also provided strategic guidance in improving sales through contract negotiations and pricing policies. Mr. Gee has also project managed several projects including the strategic office relocation and the build out of a 20,000 sq. ft. world-class data center.

Mr. Gee is a Chartered Accountant (1987), holds an MBA from the University of Toronto (1990) in Policy and Marketing.  He received his Honour Bachelor’s degree in Mathematics from the University of Waterloo (1986).  In addition, he has completed programs from the Schulic School of Management (2000) in Investor Relations, CPSA Executive Program Sales Management and Acquisitions & Divestitures, and the Valuation of Companies and Competitive Marketing Strategies programs with the American Management Association.  He has successfully completed the Canadian Securities Course (1989) and the Conduct & Practices Handbook course (2000) with the Canadian Securities Institute. 

Mr.Gee brings to Befria a depth of knowledge and experience from two start-up ventures where he was Director of Finance and CFO of Bridge Information Systems and Telerate Canada Inc. Combining the strategic start up experience with his strong career experience, Mr Gee will provide the necessary financial guidance to Befria Foods.

Director Information Technology

A solution oriented Certified Project Management Professional with 20+ years of IT Management experience, including 15+ years of leading technology and business strategic projects in Financial Institutions, Contact Center Solutions, Retail and Auto Manufacturing environments.  He began his career with PharmaPlus Drugmarts as a Technical Analyst and then moved into the financial services industry starting at The Bank of Montreal and then CIBC.  Mr. Devasher lead a project with Exact IT Solutions before joining Hyundai Auto working in both Canada and the California on web services projects.

Mr.Deasher brings to Befria a depth of knowledge and experience in point of sale systems, project management and team leadership.  His experience in both multi-unit and web environments compliments the needs of Befria .

Sunil Devasher,PMP, ITIL, MCP
Director Retail Operations

Mr. Price has owned two companies in the food manufacturing and distribution sectors. Previous to this Mr. Price held positions in sales with Nabisco/Christies cookies and management positions in the retailing sector with Dominion Stores, Mr. Grocer and a number of independent grocers

Mr. Price joined Dominion Stores in the store operations functions until moving to Christies to manage and develop sales in south western Ontario.  The opportunity to acquire an bakery distribution company allowed Mr. Price to further expand his management and business experience, leading him to his most recent opportunity with a full scale production bakery.

Mr. Price has brings to the team a strong and functional understanding of a retail operation. His specialized experience in bakery will assist Befria to custom craft the bakery offering and grow that segment of the business. Mr. Price will work with the initial training in store of bakery and floor staff.

Ian Price