Ella Reshef is Soda's Innovation Specialist. Her main role is connecting Waikato businesses with Callaghan Innovation support, and she also works on initiatives such as our student programme. Ella is an avid learner, our in-house tech guru, in-demand speaker and panelist, and generally keeps the team up-to-date with what Generation Z are up to!

Tell us about your role and how you help Waikato businesses?

My role is to enable Waikato businesses access to Callaghan Innovation. Callaghan Innovation has a range of support for businesses of all sizes – R&D and commercialisation funding, R&D services, advisory support and so much more. I help businesses understand what is most useful, form connections and help them along their journey.

What do you enjoy most about your role?

Getting to meet with incredible businesses and learning about their innovation. From agritech to digital technologies, I get to hear about their accomplishments and challenges. In particular, I love it when I get to visit them for a site tour so I can see everything in action!

Highlight of 2023 so far?

Setting the date and planning our wedding for next year!

What do you enjoy doing outside of work?

I do CrossFit. Right now, I’m preparing for CrossFit team nationals in Hamilton over Labour weekend.

What three things can’t you live without?

- My dogs (I have two cavoodles)

- CrossFit

- Coffee

Best book, tv show or podcast you’ve enjoyed recently?

Book – I’m reading (or listening) to Brief Answers to the Big Questions by Stephen Hawking at the moment. Great read if you’re interested in the history and story of how scientists discovered important answers in physics.

TV show – Silo was pretty good.

Podcast – loving Sacha Coburn's and Ish Ceyne's The Not So Breakfast Show!

Favourite holiday destination?


What would you bring to a bbq?

I always make a couscous salad and bring some chicken for a brai!

Get in touch with Ella to find out how she can help your business.