FIREREIN

Cher Powers

Director of Operations


Cher is an experienced professional with expertise in project management, program creation, government relations, technology transfer and establishing operational efficiencies.  She completed a degree in Global Development Studies at Queen's University in 2016 and is a graduate of the Chemical Engineering Technician Program at Loyalist College (1995).

Rui Resendes, PhD

President & CEO


Rui is an environmental entrepreneur who has experience in delivering new products to market in both MNC and start-up settings.  He is formally trained as a polymer chemistry (PhD from the University of Toronto) and has over 15 years of experience in product and application development, venture creation, financing and growth, capital project management, business development and sales and marketing.

Peter Sells, MBA

Chief of Fire Operations


Peter is a former Chief of the Toronto Fire Academy (10 years) and has 27 years of experience in firefighting, emergency management, fire service training and fire service strategic planning.  He is currently President of NivoNuvo Consulting (Firefighter and Business Consulting), a writer for Firefighting in Canada magazine/website and author of Power and Action.

Zackery Hodgen

Vice-President, Product Development


Zackery is a firefighting and HSE professional.  He has served as a firefighting professional with the Belleville FD in addition to having served as HSE Manager for Cloak Medic and Safety Services, an industrial safety company in Grande Prairie Alberta.  Prior to the HSE role he provided on site emergency response as an Emergency Medical Technician within the same company.  Zackery has three years of experience with Manitoba Conservation as an Initial Attack Forest Fire Fighter (Wild Land Firefighting).

Quincy Emmons

Chief Brand Officer


Quincy has more than 19 years of firefighting experience with Stone Mills Fire Department. He is currently a Captain (10 years) and Certified Trainer/Facilitator (6 years). During his years of service Quincy has experienced a variety of situations ranging from: residential and commercial fires, motor vehicle accidents, emergency first response medical situations, firefighter rescues, new recruit training, station management and administrative support as well as countless wild fire situations.

Our team is made up of firefighters, scientists, training officers, and entrepreneurs.

We are also innovators who came to recognize that today’s fires are challenging traditional firefighting methods.


We are driven to replace today’s toxic, non-renewable, firefighting water additives with alternatives that are safe, bio-based and bio-renewable.