What We're Up To — Video
July 28 2016 | by Caroline Schroeder
It’s that time of year again—the tomato harvest has arrived and is taking place right now on our farms in Israel and in California. It’s easy to talk about the fruits of our labor, they’re so literal to us. Instead, I’d like to reflect on what each tomato represents: Opportunity. Possibility. Another breakthrough. The path that’s led us to this very moment is lined with tomato vines, guiding us to new discoveries from nutrient-rich oleoresin, the backbone of so much of our work, to a wealth of proprietary technologies we may never have developed otherwise.
It’s true that we aren’t squarely focused on tomatoes anymore. Our garden has grown considerably in recent years; however, much of that is due to the success we’ve found with our “hero fruit.” It allowed us to pursue blakeslea trispora, an unusual source of beta-carotene that we might not have felt courageous enough to embrace otherwise. Because of this obscure but incredible fungus, we are now one of the largest producers of natural beta-carotene in the world.
Turning over a new leaf is a part of life, and undeniably a part of our company as well. Much like nature we constantly strive to evolve, grow and move forward. The process is certainly not always easy; however, I find it exhilarating, a chance to reimagine our collective future. In that spirit, I hope you’ll take a few minutes to watch our recently completed brand video. It does feature a bit of harvest footage—just imagine yourself in one of our fields—but more importantly, I think it clearly illustrates what we stand for and what we promise to the world. You can no more keep a tomato on a vine than prevent a child from growing up. That growth, those transitions, are worth reflecting upon and marking.
We’ve come so far, and there’s still so much to look forward to. Let’s keep our eyes on the horizon.
– Rony Patishi-Chillim, CEO