Challenge
In 2012, The Squeaky Bean was the first restaurant to receive a perfect FOUR stars from The Denver Post. Positive media coverage came effortlessly. Critics loved the funky, eclectic decor, and raved about their rising star executive chef Max MacKissock. Fast forward to 2014, when Chef MacKissock was long gone, and The Squeaky Bean received a 2-star review from The Denver Post; and then to 2015, when they were barely mentioned by the press at all. They now had a thriving farm where they grew much of their produce, but no one knew about it. We were tasked with creating programs and offerings that would put The Squeaky Bean back on the media’s radar.
Results
The Squeaky Bean Farm + Table, their programs and people, were suddenly “everywhere.” We generated dozens and dozens of articles on a frequent basis, both online and print, in outlets such as Denver Post, EATER Denver, 5280 Magazine, Westword and FOX 31 Denver, among others.
Solution
This restaurant needed a brand overhaul. We worked with a brand strategist to reinvent the restaurant as The Squeaky Bean Farm + Table. We managed the redesign of every aspect of the restaurant’s marketing, including the logo and menus. We also hired a photographer, and wrote and managed the creation of a new website. We reworked all of the restaurant’s messaging, placing the restaurant’s educational farm up front, took over their social media, and created a new “year round” farm dinner series, as well as other events. We honed what the restaurant was already doing, created other pitch-worthy programs, brought the media in for media dinners to the restaurant and to the farm, and pitched like crazy.
In addition to being IN LOVE with the people behind The Squeaky Bean, their food, their cocktail program, and their farm, it was exciting to help them spread the word about their farm by rebranding to The Squeaky Bean Farm + Table, and helping promote their farm dinner series.
Challenge
In 2012, The Squeaky Bean was the first restaurant to receive a perfect FOUR stars from The Denver Post. Positive media coverage came effortlessly. Critics loved the funky, eclectic decor, and raved about their rising star executive chef Max MacKissock. Fast forward to 2014, when Chef MacKissock was long gone, and The Squeaky Bean received a 2-star review from The Denver Post; and then to 2015, when they were barely mentioned by the press at all. They now had a thriving farm where they grew much of their produce, but no one knew about it. We were tasked with creating programs and offerings that would put The Squeaky Bean back on the media’s radar.
Solution
This restaurant needed a brand overhaul. We worked with a brand strategist to reinvent the restaurant as The Squeaky Bean Farm + Table. We managed the redesign of every aspect of the restaurant’s marketing, including the logo and menus. We also hired a photographer, and wrote and managed the creation of a new website. We reworked all of the restaurant’s messaging, placing the restaurant’s educational farm up front, took over their social media, and created a new “year round” farm dinner series, as well as other events. We honed what the restaurant was already doing, created other pitch-worthy programs, brought the media in for media dinners to the restaurant and to the farm, and pitched like crazy.
Results
The Squeaky Bean Farm + Table, their programs and people, were suddenly “everywhere.” We generated dozens and dozens of articles on a frequent basis, both online and print, in outlets such as Denver Post, EATER Denver, 5280 Magazine, Westword and FOX 31 Denver, among others.
In Their Own Words:
In addition to being IN LOVE with the people behind The Squeaky Bean, their food, their cocktail program, and their farm, it was exciting to help them spread the word about their farm by rebranding to The Squeaky Bean Farm + Table, and helping promote their farm dinner series.
Chocolate Lab owner Phil Simonson had long dreamed of owning his own restaurant where chocolate was an ingredient in every dish. When the time came to open his own restaurant, Chocolate Lab, he hired ROOT to launch his one-of-a-kind concept.
learn moreDoor to Door Organics needed PR and Event Management professionals who could be flexible and grow with them as they grew. They hired ROOT Marketing & PR which resulted in a long-lasting relationship.
learn moreFor 15 years, Naturally Boulder's biggest event was held in person. COVID-19 forced the event online for the first time in 2020, and PR was needed to get the word out.
learn moreKuvy Ax is the founder and owner of ROOT, a seasoned and award-winning PR, marketing and social media agency dedicated to supporting good food – to those who grow it, make it, sell it and bring it to life.
For more than 20 years, Kuvy and her team have handled public relations and marketing for almost every type of food or beverage-related company, program, and event. Her nonprofit/volunteer work has included positions as President of Pollination Planet, Co-President of Slow Food Boulder County, as a member of the Board of Directors of the World Travel Association, and a member of the Board of Directors of the Les Dames D’Escoffier. She has also been a member of the CTO and Dept. of Agriculture’s Heritage & Agritourism Committee, and volunteered for the Flatirons Food Film Festival for many years.
The ROOT team earned two PRSA CO Chapter Silver Pick Awards in 2021, and two Gold Pick awards in 2022.
In 2022, Kuvy was a judge for the New Hope Network Expo West and Expo East NEXTY Awards, and was also a speaker at both Expo West and Expo East. She was also a judge and trainer for New Hope’s inaugural Press Pitch event.
In 2023, Kuvy was a New Hope Network Expo West Pitch Slam semi-finalist judge and mentor, as well as emcee for the actual event.
Kuvy loves nothing more than traveling, eating, and eating while traveling.
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 Silver Pick Awards in 2021 for work on Boulder County Farmers Markets and ChefReady virtual kitchen. In 2022, she earned two Gold Pick Awards for work with Burgess Group | Compass’s Food Security Project, and Savory Spice Shop.
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.
Amy has decades of experience as a brand journalist and PR professional in the agricultural, commercial, governmental, bioscience, environmental, and healthcare industries.
Amy grew up on a family farm in rural Oregon with seven siblings, and went on to get a degree in Communications from the University of Oregon. As Public Relations Director for the NW Farmers Association, Portland, OR, Amy developed and managed a statewide public relations campaign for Oregon’s Coalition of Agricultural Organizations, and connected a diverse array of farming operations, commodity brokers, and farmworkers in response to the State Legislature’s Farmworkers Overtime Bill.
Amy also managed public relations for Oregon’s International Bohemian Film Festival and Tillamook County Tourism. She has been a longstanding PRSA (Public Relations Society of America) member, where she held a board position and helped judge award-winning PR campaigns.
Amy has two cats, two dogs, and two daughters in college. She loves to cook with her husband, experimenting with new recipes. She often makes a pilgrimage back home whenever she needs to decompress from the city and reconnect with the land and farm-to-table down home cooking.
Kindra Vickers is an experienced digital marketing manager, specializing in social media and email marketing strategy for the food and beverage industries. Her decade-long experience with non-profits, major multibillion dollar food companies, and food-specialized agencies aides in building cohesive marketing plans for food and bev that converts from brand awareness to sales. Kindra’s passion lies with telling the story behind the brand or business, and creating heart-forward content for consumer-facing channels.
Kindra is based in Denver with her husband and three dogs, where she loves to engage in the local food scene, try every coffee shop available, and crush her friends and family at boardgames most Saturday nights.
Every month, the ROOT team digs deeper into good food and marketing trends, news and tips. Sign up here.
Every month, the ROOT team digs deeper into good food and marketing trends, news and tips. Sign up here.
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 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.
Every month, the ROOT team digs deeper into good food and marketing trends, news and tips. Sign up here.