Hazera Genetics, a worldwide supplier of high quality hybrid vegetable and field crop seeds, dedicate time and effort to thinking ahead: What will consumers want to eat 5 years from now? Hazera Genetics' intensive investment in R&D is an expression of this commitment to the seeds of the future, seeds that will provide growers with the highest yields, while providing consumers with added value. This, in short, is the philosophy behind the launching, announced today, of Hazera Genetics' Lifestyle™.

Hazera Lifestyle™ is new line of products composed of seed varieties that satisfy consumer desires for taste, health and convenience. The new brand, with all the new products, will be presented for the first time at Fruit Logistica exhibition in Berlin next month.

"Market research indicates that today's consumers seek products that are tastier, healthier and more convenient. As a customer-centric company, we have become a major international player in the vegetable seeds market and have successfully developed several lines of products that combine consumer desires with practical solutions" said Eran Shafrir, Head of Marketing and Product Development at Hazera Genetics. "We believe that a seed company is about more that just seeds, and feel that it is our responsibility to contribute to the healthy lifestyle of consumers and retailers everywhere".

Under the taste category of Hazera Genetics Lifestyle™ products, you'll find the Hazera Boutique™ family that was launched last spring: Premium gourmet tomato varieties including cocktail tomatoes on the vine, tiny-plum tomatoes, mini-plum tomatoes, red cherry tomatoes on the vine, extra sweet yellow cherry tomatoes (called Summer Sun) and mini San Marzano-type tomatoes.

Under the health category, Hazera Genetics is proud to launch the new Hazera Vitalis™ line of products which includes several varieties of lycopene tomatoes with more than twice the content of regular commercial varieties, as well as a range of small vitamin peppers with the extra nutritional benefits of vitamins A, C and E (2-3 times higher that other commercial varieties).

In the convenience category, Hazera Genetics Lifestyle™ is offering its revolutionary personal mini watermelon, a new range of colorful mini peppers and small cucumbers.

"Today's launch is not just about introducing a new family of products, but about expanding the way we define, meet and service our customers. Supplying seeds for healthy gourmet products to upscale customers is one of our goals. I strongly believe that our new brand will inspire us in our ongoing efforts to deliver the finest products to all our customers throughout the fresh produce supply chain".

Hazera Genetics is an innovative leader in breeding new and exciting varieties and producing and marketing high quality hybrid vegetable and field crop seeds. For over 70 years, Hazera Genetics' top quality seeds provide unique added value to customers and consumers worldwide.