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Lycored builds transparency during lockdown with virtual farm tour

By Nikki Hancocks

- Last updated on GMT

Getty | Smitt
Getty | Smitt

Related tags Transparency Trust Marketing

A global health and wellness firm is making the most of a suddenly captive online audience by building trust and transparency through a live stream of the fields where it grows the tomatoes for its skin care supplement.

Lycored has set up a webcam​ just in time for Earth Day today (22 April), to show consumers what happens on one of the farms in Israel where it grows its golden tomatoes for its skin care supplement Lumenato.

Zev Ziegler, head of global brand & marketing, health, at Lycored, says the aim of the live stream is not only to build more transparency but also to provide consumers with a moment of calm during these uncertain times.

“Even before the pandemic, life was increasingly taking place in virtual spaces. Social distancing has taken that to new levels.  Across the world, literally the only way billions of people can connect is online, and a lot of companies are looking at new ways to communicate with audiences who are stuck at home.

"However, digital activity often doesn’t have a calming effect. A lot of it is about speed, constant chatter, noise and sometimes conflict. We wanted to offer something that’s instead about inner peace, nature and growth.

“As viewers get a small window into nature from our Livestream, we hope they’ll also be inspired. It’s natural to feel stressed from time to time and especially right now. This is an opportunity for people to take a moment of mindfulness and spend a bit of virtual time in nature.”

The company has celebrated Earth Day since 2015 and it has pledged to eliminate as much waste as possible, for example, by re-using its tomato vines as animal feed. Lumenato is also produced using a C02, solvent-free extraction process so it supports a solvent-free declaration for ingestible skincare applications.


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