Meet Our People
At Alfasi, our people are our primary asset. It’s what helps us deliver the best possible outcomes for our valued clients. For over 30 years, we’ve harnessed the dedication, energy and experience of our staff to build a company that’s innovative and a true market leader.
Our company values of trust, integrity and quality underpin all our relationships with clients, suppliers and industry peers. With a wealth of experience, knowledge and strategic leadership throughout the company, our team is always ready for the next challenge.
Avri founded the Alfasi Group in 1980 and has been its CEO ever since, leading the business to what it is today. Avri is still heavily involved in all aspects of the Alfasi Group activities. During his time Avri developed the various divisions of the business which are now recognised as major players in their respective industries and are major contributors to the group’s growth. As Chairman of the Board of Directors, Avri provides the necessary leadership and direction to ensure Alfasi’s continued success.
Avri AlfasiFounder and CEO
Gill Dvir is the Managing Director of the Alfasi Group and has been with Alfasi for over 20 years. Gill has had extensive experience in all aspects of the business and has played an important part in Alfasi’s growth and success. As a member of the Board of Directors, Gill’s role sees him delivering the company’s strategy as well as being intimately involved in all of Alfasi’s projects.
Gill DvirManaging Director
Elad is the Director of Operations for the Alfasi Group. Elad has been with Alfasi for over 10 years and was involved in the management and operation of key projects, mainly in developing and anchoring the supply chain operation that plays a significant role in the success of the company throughout Australia Asia and the Middle East. Elad is also looking after the Asian subcontractors network, marketing infrastructure and the procurement operation for the property development division.
Elad ZoharDirector of Operations
Gary has been the General Manager for Alfasi Hire for over 13 years and has overseen the growth of the business develop from the initial branch in Melbourne to a business with over 2000 machines across four states in Australia. He has been responsible for the development and implementation of efficient and effective management systems across the organization nationally and played a key role in the attainment of certification in meeting the ISO quality and OHS management systems.
Gary MurphyGeneral Manager
Simon Berridge started with Alfasi in 2010 and has been in the hire industry for more than 30 years. Initially employed as the Victorian Sales Manager, he has taken on a wide variety of roles including setting up the first interstate branch in NSW, trained to take on QSE and OH&S leadership role and then adding resource, infrastructure and major projects responsibilities from 2013 onwards. This involved travelled widely across Australia, dealing with high value remote resource and infrastructure projects.
He has now returned to Victoria combining the National Crane and State Manager role along with selected major projects, using his extensive industry knowledge to ensure great outcomes for clients.
Simon BerridgeMajor Projects Manager
Reg joined Alfasi in 2014 and manages sales and operations in Queensland and workshop and service nationally. Reg leads a team responsible for the delivery of product safety, quality and customer responsiveness. Since joining Alfasi the Queensland fleet has continued to grow main stream and specialised material handling and MEWP products.
Reg MossQLD State Manager
Alisa has been with Alfasi Hire since 2011, leading the team and branch into continued growth. She continually set standards to optimise the performance of the business and devotes her energy by applying new and innovative ideas to improve sales and operations of the branch.