LycoRed’s Lyc-O-Mato Launched in South Africa

21 Mar 2007

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SK Chemtrade’s marketing strategy is focused on educating the consumer about the health benefits of Lyc-O-Mato through print, TV and radio press releases and interviews.

21/03/07 Following an agreement with LycoRed Ltd, Israel for rights to exclusive distribution of Lyc-O-Mato tomato lycopene complex in South Africa, SK Chemtrade Services (PTY) Ltd., Johannesburg, launched the dietary supplement at Dis-Chem, a leading pharmacy chain. SK Chemtrade’s marketing strategy is focused on educating the consumer about the health benefits of Lyc-O-Mato through print, TV and radio press releases and interviews.

The marketing campaign got off to a rousing start with best selling author, Robert Kowalski’s two week tour in South Africa to promote his new book, Take the Pressure Off Your Heart: 8 Weeks to Lower Blood Pressure Without Prescription Drugs. Prominent South African cardiologist Dr. Tom Mabin, in introducing Kowalski, highlighted the fact that by 2010 the number of South African deaths caused by hypertension is set to surpass those caused by HIV AIDS ¾ currently the leading cause of death in South Africa.

Kowalski, recommending the use of natural supplements to fight against hypertension says, “Research has shown us that Lyc-O-Mato tomato lycopene complex is one of the most innovative supplements for fighting hypertension risks. Unlike synthetic lycopene, clinically researched Lyc-O-Mato is a natural complex of tomato antioxidants that work together to promote heart health.” Scientific support for the benefit of lycopene in heart health comes almost exclusively from studies done using tomato sauce, paste or tomato lycopene complex, pointing solidly to the greater value of the whole tomato over that of lycopene alone. Kowalski, whose media appearances included interviews on the widely viewed, Three Talk and Carte Blanche, strongly recommended Lyc-O-Mato as an important component of a drug-free approach to managing hypertension.

Dis-Chem and SK Chemtrade went to extraordinary lengths to ensure product availability prior to the Kowalski tour. “This was an amazing achievement given the short amount of time we had in which to get Lyc-O-Mato out on the drugstore shelves”, stated Derek Kitchen, CEO at SK Chemtrade Services. “You need to eat 5 tomatoes a day to get the same heart health benefit found in one just capsule of Lyc-O-Mato”, continued Mr. Kitchen. A series of marketing campaigns will be aimed at hitting this message home to the South African consumer.

SK Chemtrade’s strength lies in its 25 years experience in agency representation and distribution in Africa under some of the most adverse economic environments possible. SK Chemtrade maintains an excellent reputation for delivery of high quality products and impeccable customer service.

LycoRed works closely with their customers to successfully develop innovative nutritional products. LycoRed’s creative nutrition solutions simplify the development and production process of cutting-edge food, beverage and nutritional supplement products. Partnership and support through all the stages of product development allow the customer to benefit from LycoRed's expertise and creativity.