Martien is founder of Avalon and until 2023 was its executive director. He is a medical doctor (not practising) and an organic farming pioneer, advocating organic farming in Europe, Asia, and Africa for more than 40 years. He is an IFOAM Organic Ambassador and former chairman of the Supervisory Board of the IUCN National Committee of the Netherlands. He set-up more than 20 NGOs. For his merits in promoting organic farming in the Netherlands and abroad, in 2019 he was appointed Officer of the Royal Order of Orange-Nassau. In 1977 he set up an organic farm and an organic food shop next to his medical practice, and also started promoting the conversion of farmers in the Dutch province of Friesland. With a nature conservation organisation, he developed the first agri-environmental programme in the Netherlands (and probably the fist in Europe, too).  See  more about Martien here

Marcello is an entrepreneur and philanthropreneur, founder of the Progressio Foundation, that completed over 300 entrepreneurial ventures, projects, initiatives in 33 countries. His current major activity is the launch and leadership of B Corporations in Europe (B for Benefit). He is Board member of Tällberg Foundation and a Fellow of the Royal Society of Arts in London, Member of the Club of Rome, winner of The Economist Prize for his work on Strategic Philanthropy. ​Palazzi’s alma maters include: London School of Economics, London Business School, Erasmus University, Harvard (2013 Fellow) and Stanford (2015 fellow). He has been a visiting lecturer, tutor and mentor to students and professionals for many years. Marcello was Co-Chair of Avalon's Supervisory Board  (2010-2022).

Helmy is member of the Club of Rome and CEO of SEKEM from Egypt, one of the the most innovative organic food enterprises in the World. Under his leadership SEKEM was awarded the Right Livelihood Award (‘Alternative Nobel Prize’) in 2003 for integrating ecology, economy and societal and cultural life. Besides operating several farms, food processing & distribution companies, SEKEM also runs its own University, hospital, school, kindergarten, nursery, an institute for disable people, etc. He is member of a number of international organizations and councils, such as Cradle-2-Cradle, the World Economic Forum, the World Goetheanum Association and the World Future Council, as well as president of Demeter International – one of the leading international certifiers for organic food and agriculture.