about us

Emily Tracy, Senior Account Manager

Senior PR Account Manager Emily Tracy has nearly a decade of experience in food, beverage and hospitality PR. Emily was drawn to PR from her desire to support the small businesses who create the foundation of strong communities. She creates and implements award-winning PR campaigns with a heavy focus on strategic media relations and compelling content.

After graduating from the University of North Carolina at Chapel Hill with a dual major in journalism (PR sequence) and political science, she was the lead content specialist and an account manager for a full-service communications firm in Atlanta. During her time there, she managed two PRSA winning campaigns, one in content marketing and one in crisis management.

Today, she’s fulfilling her dream in Colorado by representing some of the finest good food businesses in the U.S. and beyond, including The Plant Based Seafood Co., Savory Spice, Table22, Birdcall Motherlove Herbal Company, Boulder County Farmers Markets, Naturally Boulder and others. Alongside Kuvy, she earned two PRSA Colorado awards in 2021 for work on Boulder County Farms Market and ChefReady virtual kitchen.

When she’s not brainstorming strategy or honing in on media placement opportunities for her clients, she can be found camping, cheering on the Tar Heels, experimenting with new recipes and hanging with her cats.`

Her favorite healthy food to make is watermelon with a lime and fish sauce dressing, garnished with peanuts and basil.

Kuvy Ax, Owner

Kuvy Ax is ROOT’s founder and owner. She’s been helping shine a spotlight on exceptional food and beverage companies and organizations for more than twenty years.

After a decade working in radio, newspaper and TV as a writer, announcer, producer and promoter, an obsession with good food prompted her to create ROOT Marketing & PR in 2001. ROOT is a seasoned and award-winning marketing, PR and branding firm defined by their downright devotion to good food – to those who grow it, make it, sell it and bring it to life – and by a shared passion for helping better brands thrive.

Kuvy is very active in the non-profit world, including serving as President of Pollination Planet, and as a board member of both Les Dames D’Escoffier and the World Food Travel Association. She has Co-Chaired Slow Food Boulder County, been a member of the CTO and Dept. of Agriculture’s Heritage & Agritourism Committee, and frequently volunteers her time supporting organizations such as the Flatirons Food Film Festival.

Lauren Nischan, Marketing Account Manager

Lauren Nischan, ROOT: the good food agency’s Marketing Manager, built her career over the last 15 years excelling in various sectors of the food industry. After receiving a degree from UW – Stevens Point in Soil Science and Resource Management Policy, she managed events and marketing for Organic Valley, a winter farmers’ market, and Fermentation Fest – a 10-day event with 13,000 attendees.

Lauren left the Midwest to take a position in Denver with Niman Ranch as Marketing Specialist. She assisted in their rebranding, managed partnerships, built a successful blog and social media presence, and curated effective channel strategies that reached hundreds of chefs and tens of millions of consumers. Lauren then became a consultant for Changing Tastes, a private sustainability firm. She coordinated and executed stakeholder engagement panels, hosted culinary workshops to recover the West Coast Groundfish economy, worked with a leading college and university foodservice program to build a regional food system around poultry production, and assisted in marketing efforts for various sustainability-related non-profits.

She most recently managed marketing and operations as VP of Operations with RTE Cuisine, a startup natural food brand that provided restaurants with fully-cooked, shelf stable ancient grains and seeds.

This wide range of experience allows Lauren to make a lasting impact with ROOT Marketing & PR by offering comprehensive, top-level Sales & Marketing services to ROOT’s various sustainably-minded clients.

When she’s not wearing her marketing hat, Lauren likes to get her hands dirty. You can find her experimenting in her kitchen or garden, fishing for trout, or solo camping with her springer spaniel Ready.

Her favorite healthy meal to make: Avocado toast made with freshly baked sourdough, avocado smashed with lemon and cumin, topped with an organic egg and red chili flakes.

the good food
agency

newsletter

Every month, the ROOT team digs deeper into good food and marketing trends, news and tips. Sign up here.

Josephine Agrawal, Social Media Strategist and Trainer

Josephine Agrawal, our Social Media Strategist and Influencer Marketing Manager, is a grammar-obsessed marketing conference nerd who brings 6+ years of digital marketing experience in social media, content strategy and brand voice development to the table.

Josephine loves the challenge of conveying brands’ personalities and real-life passion through their social media channels.

Josephine entered the world of social media marketing while working with MerleFest, one of America’s most renowned and oldest Bluegrass music festivals. With a passion and ear for music, Josephine moved to Nashville, Tenn., and became a go-to social media marketer for local restaurants, renowned musicians, and the Nashville Public Library system. She specialized in event promotion for some of Nashville’s most beloved events, helping to draw crowds that exceeded 100,000. Josephine has also worked extensively in the media world, handling social media for publications like Ed Helms’ The Bluegrass Situation, Edible Nashville, Nashville Scene and the Nashville Post.

She left Music City in 2018 to become the Digital Marketing Manager at Lucky’s Market in Niwot, Colo, where she orchestrated social media strategy for more than 15 new store openings, strategically implemented all paid digital advertising, and taste-tested lots of tasty (and not-so-tasty) veggie chips.

These days, Josephine handles social media strategy for businesses of all sizes, as well as social media training to empower businesses to effectively handle their own social media. When she’s not hashtagging, she can be found cooking Indian food, doing yoga or watering her plants.

Her favorite healthy meal to make is a fresh arugula salad with toasted pine nuts, lemon, olive oil and parmesan cheese.

Kristine Root, Marketing and Brand Strategist

Kristine Root is a branding and marketing authority with over a decade of experience leading market research, positioning, brand development, and planning for food, beverage and wellness brands.

Kristine’s unique approach blends creativity and innovation allowing her to build holistic marketing plans that level up to business objectives and deliver measurable results. Her 14+ years of experience in marketing strategy and consumer insights is coupled with an unmistakable passion for delivering impact.

Kristine currently manages brand and marketing strategy for ROOT Marketing & PR where she designs growth marketing programs and directs strategic initiatives for the agency’s growth minded clients looking to position for market expansion.

Having held positions in the agency and brand side, Kristine understands the complexity of marketing from both perspectives. She started her career at Whitney Morse, a prominent advertising and branding agency in Minneapolis, MN where she learned the ropes of brand strategy and the value of great design. Kristine was the co-founder of Purple Bamboo, lead the 200% growth initiative for Biodentist, and served as the Director of Business Development and Marketing for The Pineapple Agency — an experiential marketing agency focused on creating raving loyal fans for clients like Noosa Yoghurt, Outdoor Industry Association, Hansen’s Soda, and Under Armor.

Kristine holds a BA in Marketing Communications from Gustavus Adolphus College and digital marketing nano degree from Udacity.

After-hours, you will find her reading cookbooks and books on marketing strategy with equal vigor. She enjoys going to the market, playing with new recipe ideas, camping, biking, skiing, and practicing soccer skills with her family.

Her favorite healthy dish to make is grilled Colorado peaches with mascarpone and fresh mint. But you may want to ask her again tomorrow, she’s always trying something new.

Gianna Lapiana, Administrative Assistant