we got this.

Belay's Mission

Belay was founded to help families, schools, and daycares manage life-threatening food allergies through its products and services. 

Belay is expanding the availability of its patented and proprietary offerings to all public settings, ensuring universal access to life-saving technology and services for anaphylaxis, opioid overdoses, and other medical emergencies.

Meet Our Team

The Belay team is compromise of physicians, pediatricians, mental health professionals, school nurses, engineers, designers, and experts in early childhood education.

Dr. Abby Herzig

Chief Executive Officer and Co-Founder

Dr. Abby Herzig developed her career around the drive to help children in need. After receiving her doctorate degree in Child and Adult Clinical Psychology, she continued to study child development and parent-child mental health at NYU Medical Center and Columbia University in New York City. Abby spent many years actively involved with UNICEF, traveling to Southeast Asia and Africa visiting hospitals, schools, and orphanages, and advising UNICEF in child development and proper interventions for children and families at risk. Driven by her passion to help children, and a parent of a child with life-threatening food allergies, Abby co-founded Belay to find solutions for the unmet needs of children and families affected by the food-allergy epidemic.

Sam Herschkowitz, MD

Chairman and Co-Founder

Since 1982, Samuel Herschkowitz, M.D. has been a known leader in the area of biotechnology, healthcare devices, and pharmaceutical development. Throughout his career, Sam has participated in the development and financing of many biotechnology innovations and the creation of early healthcare companies, as well as having an advisory role in more than 25 biotechnology and healthcare companies. As a parent of a teenager with severe food allergies, Sam has long been looking for meaningful solutions to help families manage this issue.

Deborah Adler

Creative Director

Deborah Adler is a designer and entrepreneur who brings innovative ideas to market. Deborah uses design to delight people, solve problems, and change outcomes. At the core of her work is the desire to make people’s lives easier and safer, a standard she applies to new directions for products, branding, and information systems. Her work is in the permanent collection at the Museum of Modern Art (MoMA) and has been shown at the Cooper Hewitt as part of the National Design Triennial. She currently serves on the AIGA National Board of Directors.

Eric Freitag

Product Director

Eric has more than 15 years of experience developing innovative products, including designing physical-digital ecosystems that deliver effective patient adherence platforms. Eric is a senior leader of creative competencies in strategy and prod­uct development, with expertise in the healthcare sector, as well as FDA regulatory requirements.

Giving Everyone the Power to Save a Life.

Advisory Board

  • Seymour Fein, MD

    Chairman of the Advisory Board

  • Elise Bates

    Business and Marketing Consultant; CoFounder of End Allergies Together (EAT); Free From Market

  • Theresa Cerulli, MD

    Chief Medical Officer of ADD and Wellness Centers

  • Douglas Eckrote, MBA

    Senior Business Advisor Uline

  • Ross Garland

    Global Strategic Marketing

  • Payel Gupta, MD

    Allergist & Immunologist
    Co-Founder & Chief Medical Officer for CLEARED

  • Ruchi Gupta, MD, MPH

    Professor of Pediatrics Northwestern Feinberg School of Medicine

  • Tammi Hatch, RN

    Health Coordinator for Peace-Headstart Daycare Center

  • Gerald Isom

    Former CEO of TransAmerica Insurance Company, Former President of CIGNA Property and Casualty Insurance companies.

  • Charisse Hunter, RN

    Chief Nursing Officer and Clinical Operations Officer at Cityblock Health

  • Donna Mazyck, MS, RN

    School Health Consultant
    Former Executive Director,
    National Association of School of Nurses

  • Brian Murray, MD

    New York State Medical Society

  • Syed Shahzad Mustafa, MD

    Allergy & Immunology, Department Rochester General Hospital

  • Matthew V. O’Malley

    Chief Client & Distribution Officer for the Americas Axa Insurance Company

  • Amy Sing, MD

    Chief Medical Director,
    Girl Scout Camps of Western Washington State

  • Carina Venter

    Associate Professor Department of Pediatrics. Division of Allergy & Immunology

  • Tom Wascher, MD

    Neurosurgeon and Entrepreneur

Let's change the way
we live with food

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