In the region of Davao is a little agricultural village nestled in the megadiverse country of the Philippines. Steeped in a terroir so rich and fertile that orchids, mango, coconuts, and fragrant pomelos flourish with ease. This is where Cristina Patwa, CEO of Enroot grew up, around her Lola’s or grandmother’s farm where picking mangos with her cousins when they were hungry or hacking open a coconut when thirsty was quintessential.
I think a lot of people want to know—what is Brad Pitt’s involvement in Enroot?
When it comes to Brad, part of my role is to really listen to his instincts and direction, and work to execute on that vision. For example, he led the creative for the branding and packaging, even sketching out trees and roots for our logo, and he pushed us to look at the alternatives to using plastic bottles and caps. He also honed-in on how to convey our values through Food, Family, Farms and to partner with an independent third-party in sustainability such as SCS Global Services. He brought the idea of bringing in expert chefs and tasted every iteration of our recipes, until we collectively found our sweet spots. He advocated for our give back to the James Beard Foundation’s women’s leadership programs, and is integral in key pitch meetings.
Brad Pitt sketching the Enroot logo
Enroot today launched its much-anticipated line of small-batch, slowly cold brewed, organic sparkling teas. The new beverages, consisting of five unique blends, pay homage to co-founder Cristina Patwa’s grandmother and her legacy as a farmer and food entrepreneur in the Philippines. Birthed in partnership with the James Beard Foundation, Enroot beverages are sustainably sourced and flavorfully combine organic teas, fruits and herbals to create a smooth, delicious tasting experience.
The female-led small business was founded by three friends, Cristina Patwa, John Fogelman and Brad Pitt, based on their shared passion for Food, Family and Farms, and a desire to help make a change in the food industry. As a public benefit corporation and pending certified B Corp, Enroot is a Sustaining Partner and proudly gives back to the James Beard Foundation’s Women’s Leadership Programs, which strives to address the lack of diversity and parity in the food and beverage industry.
“As admirers of the Foundation’s advocacy work, we collectively wanted to create a brand that is rooted in good flavor and intent – particularly by having a strong connection to our health, the earth and each other now more than ever,” said Pitt.
• x001 Enroot – Label