Alex Woo, Ph.D., is the founder and CEO of W2O, a food technology firm. He specializes in creating good food with niche expertise in contemporary taste and smell neuroscience and state of art clean label plant-based sweeteners and flavors. Woo is also on the science advisory board for a biosensor startup and a marine protein startup near Silicon Valley. Prior to that, Woo had held various R&D leadership positions in companies including PepsiCo, Starbucks Corp., and Wrigley Co. He led technical teams to achieve business results. Woo holds a doctorate in food science from the University of Wisconsin-Madison.