Lior Bar-Lev

Nutrition isn’t complicated. For us, it’s natural. We’ve been a leader in the research and development of carotenoid-based products for the last two decades and we take that role very seriously. This means we approach everything we do with a sense of wonder and a driving desire to find the best possible outcome or create the highest-quality product. Sometimes we begin with an actual seed (from one of our tomato farms) and sometimes we start with the seed of an idea—maybe a health-related concern or even a question that was posed by one of our scientists on a quick coffee break. No matter how the process starts, we always go through extensive and time-consuming testing procedures, studies, and periods of refinement before ever bringing anything to market. Our process takes a long time. And no, it’s not the easy way to do things. But when you’re fully committed to what you’re creating, you don’t mind putting in those extra hours, days, and years. All of this work can lead any number of places. Sometimes it leads us to a brilliant and unexpected new discovery like our microencapsulation technique (which keeps ingredients stable and releases them slowly into the body) and of course all-new products (like our vegan-friendly red colorant). We devote ourselves fully to everything we make because manufacturing a proven-effective supplement isn’t enough. Our real hope is to improve industry standards by fostering a level of compassion and consciousness that all too often isn’t a part of the conversation.