Rooted Women: Joy Rubey of Spade & Spoon

Sarah Eykyn

Sarah Eykyn is a seasoned media relations specialist and the founder of Smart Group Communications. For more than 25 years Sarah has helped mission-driven organizations define their story, share their unique vision, and build awareness that serves the greater good. With brand management experience in the U.S. and the U.K., Sarah collaborates with teams at agencies, companies, and institutions to design and deliver effective strategies for public relations, content marketing, and digital initiatives.

Sarah has a background in land management from the Royal Agricultural University in England and has represented internationally known change agents including the Rodale Institute, Savory Institute, Slow Food Nations, Slow Money, and the Organic Trade Association. Serving countless CPG brands over the years, Sarah has helped introduce trade and consumer media to organic and natural products, regenerative and organic agriculture, sustainable seafood, seeds, natural personal care, and vitamins & supplements.

Kuvy Ax, Owner

Kuvy 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.

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 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.

Kindra Vickers, Digital Marketing Consultant

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.

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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.