Lexus Korea will recruit participants for the '2025 Lexus Young Farmers' program from September 4 to 15.
Launched in 2018, the 'Lexus Young Farmers' program aims to discover and support young farmers practicing eco-friendly agricultural methods across the country, with a total of 24 selected so far. Participants avoid using herbicides, chemical fertilizers, and pesticides, continuing agriculture that preserves soil and ecosystems and coexists with local communities.
Lexus Korea will select four young farmers this year through evaluations by a judging panel consisting of previous young farmers and external experts, followed by interviews and on-site evaluations for final selection. The selected 'Lexus Young Farmers' will receive various benefits, including the development of seasonal drinks and desserts in collaboration with the Lexus cultural space Connect To, promotional video production, participation in Lexus brand collaboration projects, and opportunities for test-driving Lexus vehicles.
Lee Byung-jin, vice president of Lexus Korea, noted, 'The Lexus Young Farmers program has grown into a corporate social responsibility initiative that supports small businesses while widely promoting the value of sustainable agriculture alongside farmers who possess their own philosophies and convictions.' He added, 'We will continue to expand our contact points with various consumers alongside farmers who will lead the future of agriculture and engage in activities that resonate with the environment and society.'
Lexus Korea is continuously expanding the touchpoints to share the stories of farmers with their own philosophies and convictions with consumers through the young farmers' activities. Connect To presents seasonal menus and special beverages and desserts made from young farmers' produce, enabling consumers to experience sustainable food culture in their daily lives. At the '2024 Lexus Masters' competition held last year, a booth for Lexus Young Farmers was operated in the Gallery Plaza to engage with visitors, and in June of this year, a 'Food (植) Market' was held in collaboration with the nonprofit organization Marse to share sustainable food culture alongside eco-friendly farmers, including young farmers.
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