Serena first visited Ibiza in 1997 while studying Hispanic Studies and fell in love with the island. Her early career was in the restaurant world, and she established the UK’s first certified organic cafe in 1999. Serena moved to Ibiza in 2002 and set up a successful business – Deliciously Sorted Ibiza. Serena has subsequently set up Amazed by Ibiza, Deliciously Sorted Events and Deliciously Sorted Mallorca. Keen to give something back to the island, and having watched the changes in Ibiza, Serena jumped at the opportunity to create the IPF in 2008 together with Will Aitken and Ben Goldsmith.