The greatest success stories often have humble beginnings, where drive, passion, and an unwavering belief in an idea can take something that feels like its against all odds to the very top.

Prodew, a name now synonymous with produce misting systems, was founded by engineers Itamar Kleinberger and Shakeel Merchant. While they began without formal backgrounds in business or finance, they built the company with an ambitious vision. From a “mom and pop” on a shoestring budget, Prodew has overcome the odds and secured itself as the gold standard and a leader in the industry.

“Back in those days, it was just me, Shakeel, and a part-time secretary,” said Itamar. “Things were tight, so we had the same thing for lunch every day, my homemade hummus. It’s really quite good. We couldn’t afford lunch, so we ate hummus.”

But Itamar, who left his successful Kleinberger Engineer Services due to personality issues with the cofounder, partnered with Shakeel, and they set their sights on being the best in the misting business. They used their wits to outsmart the competition early on and, through their dedication to integrity and ingenuity, have achieved their goals.

“Our goal wasn’t just to make money,” Itamar said. “Our goal was to take over the industry. [In this business] you purchase parts, and the more you buy, the cheaper the cost. Starting out, we couldn’t buy in bulk, but we wanted to keep our prices low, so we priced our products as if we were already benefiting from buying power at a bulk price, even though we were still paying a higher price.”

Shakeel said they realized that the produce misting industry needed a better approach, “so we built one,” and that they faced skeptics who didn’t think they would make it.

“‘Prodew who?’ was something we heard more than once,” he said. “We were told that we couldn’t survive in an already saturated and competitive market. It’s humbling to see how far we’ve come with hard work, vision, and integrity.”

Building From the Ground Up

As Prodew grew, sales increased, and Itamar and Shakeel secured bulk pricing, enabling them to focus on improving product design and designing smarter systems. “From the control box to the bar,” their design was more technologically advanced, simpler to install and maintain, and priced lower than their competitors.

Communication and innovation are critical parts of what has made Prodew the success it is today. The Prodew team communicates closely with customers to identify design solutions that meet their needs and address the challenges they face day to day.

“Our engineering strength lets us invest heavily in research and development, which keeps us ahead and gives customers equipment that is advanced, reliable, and built to last,” Shakeel said. “Many of our systems are still operating after 20 years in the field. That may not help us with repeat sales, but it reflects what matters to us. We would rather make products that last than push replacements.”

They also take pride in thinking outside the box and increasing their product offerings over time. Prodew has expanded its misting and fogging systems beyond the produce section into meat, seafood, deli, cheese, and floral departments, and has grown its product line to include air and water technologies, with solutions like CleansAir, SaniCart, water filtration, and water dispensers.

These products are shipped globally to major companies, many of which have remained customers for decades. Itamar and Shakeel credit their loyal customer base to treating customers with the same professionalism, care, expertise, and commitment, regardless of purchasing power.

“I am proud when industry leaders tell us that Prodew is the company they call when they need something done right,” Shakeel said. “Our technical team has earned a reputation for problem-solving, and our customers trust us to recommend what’s best for them, not what’s best for Prodew’s short-term revenue.”

Product design and manufacturing processes are also regularly reviewed to maintain high quality and control costs, and they consider the wider social, environmental, and economic impacts of their products. Reducing food loss, improving water and energy efficiency, and lowering costs are key design goals.

“We created new technologies that didn’t exist,” Itamar said. “When Prodew started, we didn’t raise prices for the first 10 years, and we survived by growing the quantity of systems we were selling to keep prices low. We were continuously improving the design, making it more efficient and better performing, all while keeping the low price. Quantity plus superior design plus quality made us a leader in the industry and allowed us to maintain prices.”

Shakeel enjoys working with their engineers on research and development projects, and loves peeking in on their innovative designs and systems in action around the globe.

“I feel like a kid in a toy store,” he said. “Brainstorming novel ideas and developing solutions is extremely exciting to me. Seeing Prodew equipment operating flawlessly in stores around the world during my travels gives me intense pride. I always pull out my phone to take photos and videos of the system in action and immediately send them to my team so they can see the reach of their hard work and innovation.”

Itamar and Shakeel said that while they wished they had more finance and business acumen in the early days, they were able to learn through trial and error. Their success even caught the eye of business professors from a top school who were writing a book, Roadside MBA. The professors were intrigued that Itamar and Shakeel were running a successful operation as engineers rather than MBAs, and wrote an entire chapter on Prodew in their book, which is now widely used in classrooms.

Itamar believes that over the years, Prodew has been able to accomplish the right combination of what it takes to be successful.

“I’ve heard it said that for a business to be successful, it needs to have two out of three things - high quality products, competitive pricing, and excellent customer service,” he said. "I’m so proud because at Prodew we have all three.”

A Tight-Knit Family

Outside of a dedication to innovation and design, employees are the backbone of the company and a secret weapon in the Prodew arsenal. Itamar and Shakeel strive to make sure everyone feels respected and valued - from production to managers, and everyone in between. The team even stuck together through COVID when sales dropped by 50 percent in one year.

“Our work culture is like a tight-knit family,” he said. “You must recognize your team is everything, and we have created a great team, many of whom have been with us for well over 10 years.”

Rob, the manager, has extensive experience running businesses and handles all day-to-day operations. Itamar credits him with taking them from a small mom-and-pop to a modern, advanced manufacturing business. Roland, an engineer, has been with Prodew since almost the beginning. Paul, also on the engineering team, has been with the company for over a decade, and together they are some of the best in the industry.

Other people have been instrumental to the Prodew team as well. Bob, the lead technician, keeps the service and maintenance department at the highest level. Production manager Brenda has been with Prodew for 20 years and makes sure her department runs smoothly.

“Also, my daughters Vered and Abby have given so much of themselves to this company,” Itamar said. “Vered, with marketing, also built the customer service department from the ground up, and Abby handles all the scheduling.”

Both founders believe that team stability and retention are integral to a successful business.

“Many of our employees have been with us since the beginning, which says a great deal about our culture and the sense of belonging we’ve built.”

People are the best part of Itamar’s job, and Shakeel gets invaluable takeaways from the people he meets at trade shows.

“I enjoy…interacting with people at all levels of the industry, from floor stockers in the produce department to executives, buyers, and distributors,” he said. “By talking to them, I like to learn firsthand what the customer needs, and then I can challenge my engineers to develop novel solutions.”

And, of course, Itamar and Shakeel thank their wives, Julie and Nadya, for supporting them through the ups and downs of navigating a burgeoning business.

Despite their differences, the cofounders also recognize each other's influence, and believe they have played off each other's strengths to succeed.

“My partner Shakeel, I couldn’t do any of this without him,” Itamar said. “ In some ways, we are the opposite, but it works out because we complement each other with our individual strengths.”

Shakeel believes Itamar’s leadership and vision have been central to Prodew’s success.

“We built this company on shared trust and a shared purpose, and I’m grateful for everything I’ve learned from him,” he said.

Looking Ahead

From its humble beginnings with just one part-time secretary, Prodew is expanding into the international market while innovating new products and improving existing ones.

“Although North America has been our primary focus, our footprint now spans more than 40 countries,” Shakeel said. “We are actively seeking and building strong distributor partnerships around the world. Our distributors help us understand the needs of local retailers and reassure customers that they have nearby support.”

They want to build complete misting and environmental-optimization ecosystems for supermarkets using their water and air technologies, and they see many areas across the retail landscape where their expertise can deliver additional meaningful impact.

“As the industry evolves, retailers need energy-efficient cooling, stronger food safety measures, greater sustainability, and reduced waste,” Shakeel said. “We support our customers across their entire operation—from storage and transportation to the sales floor.”

Solutions include water purification, fogging, night covers, ethylene removal, and automated, centralized RO filtration. Air purification, surface disinfection, cart sanitation, and checkout sanitizing have also become essential and will remain important as retailers plan for future health challenges.

All of Prodew’s products are environmentally friendly as well. They reduce plastics and food waste and save water and energy. Prodew’s night covers, for example, provide significant energy savings in grocers’ dairy, meat, and beer and wine sections.

“To expand these offerings, we’re partnering with other companies in the retail space so we can continue meeting the industry’s changing needs,” Shakeel said.

What Works, Giving Thanks

As seasoned business owners who built their companies from the ground up, the co-founders offer guidance for entrepreneurs just getting started. Shakeel urges people to believe in themselves, work hard, and stay humble to reach their goals.

“Don’t chase shortcuts or quick wins,” he said. “Focus on helping customers by solving their real problems and keeping the customer’s needs at the forefront. Identify your company’s weaknesses and improve them. Learn from everyone around you—including your competitors.”

Itamar noted that many businesses fail in the first 5 years before becoming profitable and advises people to stick with it through the tough times.

“If you fail, get up and start again,” he said. “Don’t let rejection stop you. Look for a different approach. The key thing is to never give up.”

He also advises people to maintain financial reserves and avoid debt; to do what you know and be the best at it; to be careful about who you rely on; have a good team; and look for a partner with complementary strengths. He recommends Good to Great: Why Some Companies Make the Leap…and Others Don’t by James Collins.

“It’s a great book that warns to avoid complacency and shares key concepts that help a company be great,” he said.

Itamar credits his military experience for shaping who he is today and for helping him succeed outside active duty. He said it allowed him to make himself over from scratch and be whoever he wanted to be.

“Everyone starts from the same place in the military. I worked hard and became an officer,” he said. “I was also a paratrooper, even though I was afraid of heights. I did it to push myself beyond my comfort zone, but I’m still afraid of heights.”

Reflecting on the last 25 years, Shakeel speaks about their shared experience as something that is bigger than the two of them and expresses gratitude for everything they have learned on their journey.

“I’ve always felt that this journey has been guided by something greater than us,” Shakeel said. “It’s given me confidence and appreciation for the people who have supported us—our team, our customers, and everyone who has played a role in Prodew’s growth. It’s been deeply fulfilling, professionally and personally. The company has broadened my world and allowed me to learn from many different individuals along the way.”

The Prodew Team looks forward to working with you! Contact us today to begin the conversation.

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