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Wild & Root Creative food concepts with attention to detail
What happens when a group of creative, media-savvy minds with a great passion for good food get together? They form something like Wild & Root, an agency for food strategies, campaigns and events. Sounds wild? It is!
The agency, around founder Linda Lezius and her business partner Franziska Horn has set itself the goal of telling culinary stories and using their expertise to support companies with sustainable food concepts. They take care of emotionally engaging and motivating conceptualisation, designs and marketing strategies. Above all, it is essential for them to bring sustainable and innovative food concepts closer to people. In the course of this, they develop and organise pop-ups, workshops and seminars.
For example, they organised a bread dinner with BSR to show creative ways to live zero waste for #wastefriday, the day without waste. Such personal and interactive events are at the heart of the agency's product range. A common thread that runs through all their concepts is, accordingly, the so-called Eating Design. As distinct from food design, they are always concerned with the eating experience (not simply that food looks good). Through Eating Design, they get people to interact with the food and with other diners through food.
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The Wild & Root team realises their concepts with love and creativity. The agency itself offers various sustainable products and activities that can be booked by companies that want to offer their employees something new: catering, tastings and team-building events or even guerrilla Christmas parties. We got to know the agency through the latter. Why not hold the parties on our own premises?
So this year, we moved the combined Christmas party of Creme Guides and Ella Fogg to our office. To celebrate, the members of Wild & Root, in our case, the directors Linda and Franzi, came packed with food, drink and decorations. They transformed our premises into a cosy Christmas location, where they then set up an interactive culinary programme. Free of kitsch and clichés.
In keeping with the company's motto, mainly natural elements are used for the decoration. Christmas greenery is paired with regional, dried plants, nuts, cinnamon sticks and much more. In addition, participants can discover various food stations where the Wild & Root team members are on hand to offer advice and support. We started with a spicy fir tree sherbet, accompanied by snack bags plucked from "the line" like a homemade advent calendar - popcorn with white chocolate and salted pretzels in cinnamon-sugar caramel.
There was also a dip-tasting station with fresh sourdough bread, where you could discover the ingredients by playing. The winter spaetzle station was hand-scraped and garnished with a variety of toppings. For dessert, there were vegan brownies to cut out and hot punch with or without a shot. Finally, at another station, you could pick up a small goodie bag for the next day - keyword "hangover help", as a tasty wine accompaniment from Aleksic, a woman-owned winery from Serbia, was also available.
This is just one example of the kind of events Wild & Root offer. Depending on the season and the company, they always come up with suitable and well-thought-out concepts that inform, motivate and, above all, are fun. From wild herb tastings to sustainable dinners, from developing superfood recipes to curating dinners for manufacturers of natural products.
