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GRENOVA reduces laboratory consumables cost and waste through innovative solutions and technologies.


Introduce yourself.
Ali Safavi, Founder & CEO, GRENOVA

What does a typical day look like for you?
My day starts with looking at each hour as an opportunity to reach my goal and to succeed both in my professional and personal life matters. In my business professional life, as the Grenova leader, daily I practice optimism, planning, execution, and persistence while constantly hustling to achieve the company’s mission and goal. As an entrepreneur, motivating and aligning my team with the company’s vision is a never-ending, daily practice. Enabling the team and the members to reach to the next level is a must on my daily tasks list. Celebration of achievements both in large or small leaps is a short break for me. Every day, I finish by reviewing my mistakes so as to learn from and improve upon them for the next day’s performance.

What inspired you to start your company?
After working and being present over 10 years in the life sciences and biotech industry, I noticed an unsustainable model and behavior being practiced daily using plastic consumables in laboratories across the globe. Using high-quality plastics in the lab and discarding them after one use was only adding to overhead operational costs, while subsequently filling our landfills with more and unnecessary bio-hazard waste. Therefore, I decided to find an alternative solution and offer automated devices which will enable labs to safely reuse their plastic consumables and help them to reduce costs while reducing waste.  After all, who doesn’t like to double their green; save money and save the environment.

What’s your favorite thing about Virginia?
The diversity of the cities and cultures spanning from the metropolitan cities in Northern VA, to the unique hipster city of Richmond, all the way to the industrial coastal cities of the Hampton Roads area.

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