Big Changes Are Coming To R2G & Interview With Founder!

Hi Everyone, we have been working hard in the background on a brand new website for Root2Ginger. Alongside this, we decided on a change of direction on our logo and bottle labels. It has served us well over the last 2 years but now is the time to take a step in a new direction. We interviewed R2G Founder Deanne on the changes and what the future looks like for Root2Ginger. 1. Root2Ginger has come a long way since 2021, did you ever dream it would become what it is today?

When I started Root2Ginger we didn't have a plan other than we wanted to build a brand that was our only objective.   

I was in full time work and I had no idea about what it took to get a product off the ground in the food and drinks industry.  I was simply doing something that I loved and meeting great people at market stalls and industry events.   It was only after 6 months of getting fantastic feedback that I realised I had a product that the market valued and we quickly gained a loyal customer base of people who wanted a natural and authentic product.  During our first year our entire product range won 4 Great Taste Awards including a 3 star award and it was then that I decided to throw myself into the business full time and develop a plan that would sustain our growth.

2. We have seen the new logo, what was the reason for the change?

We needed to stand out more on shelf as we approach retailers.   Our brand name was not prominent enough and was overshadowed by our product names e.g. Fiery, Fierce, Spiced & Mint this was the first thing you saw from a distance rather than Root2Ginger.  This often left people asking 'what is it'.   We needed a logo and label that stood out without us being there to explain and one that had more impact for new consumers. 

3. The crown is still a part of the new logo, why is that important to R2G?

We tried several designs and even considered designs without the crown but we couldn't let it go.   We wanted our rebrand to look different but also remain recognisable to our existing customers.  The crown is important to us as it represents artwork within our home and reminds us of a fantastic family day out we had several years ago visiting the Barbican Centre in London where they curated a unique exhibition of the work of American artist Jean Michel Basquiat whose work frequently uses the crown.   We love his work and the crown is a universal symbol that is recognised by all. 

4. What are the plans for 2024 and beyond?

We plan to continue building our brand within the UK and abroad.   We have recently achieved organic certification for our product range and this will allow us to have greater access to a broader range of retailers.   We plan to increase our direct to customer and business to business wholesale trade.   We have a fantastic team of people working with us to develop and build our brand and we are working through challenges and learning new skills all the time. 

5. Can you give us any information on new products?

We have a versatile product range with something for everyone who loves ginger.  We will be bringing out some 50ml gift sets before the end of the year. These will provide an opportunity for people to taste the full range in smaller sizes and also be suitable for those wishing to travel with our products. 

6. How is it working with your family members and do they get on your nerves sometimes?

I love working with my children, I'm sure I get on their nerves more than they get on mine!  We have all learnt so many new skills running the business and we have learnt more about each other.   When we are working we are a team, I am not 'Mum'.   They don't hesitate to tell me their opinions and we just get on with the task at hand.  They all work well with or without me; each brings their own unique view to the business and this is always valuable. 

We have regular meetings to plan next steps or manage events and we have separate what's ap groups and emails for the business so this does not overlap family life.  Working together often provides a great time to catch up on life and we have a lot of fun whilst at events there is always something that keeps us laughing.     

We have learnt to work better together, we play to our strengths so we each have different areas of the business that we focus on.   It is not always easy and sometimes we do get on each others nerves but in the main the business has brought us such joy and a sense of achievement.  We are happy as a family about what we're doing and we keep focussed on our plans for the future. 

7. With the new-look bottles on the way, can we still expect the same great taste?

Absolutely we have been passionate about producing a premium product from the start.  We have always used 100% organic ingredients.   We have recently removed the citric acid from our drinks and significantly reduced the sugar content.   Our drinks have 3 simple ingredients that are all-natural, we do not use any artificial flavours, sweeteners or stabilisers.   Our drinks are botanically brewed using cold-pressed Peruvian ginger which we freshly juice for each batch giving that special Root2Ginger fiery kick.

8. What is the most important thing you have learned about yourself during the R2G journey?

I have learnt many things about myself during this journey and continue to learn all the time.    It has been affirming how resilient I can be when working through business challenges and there is always a challenge of some sort going on.   I have learnt that this is just part of everyday business life and I am a good problem solver. 

I would say the most important thing I have learnt about myself is how creative I am and need to be. I think this was a part of myself that was suppressed at times in my career as I worked within a legislative framework that appropriately did not always allow for creativity.  However with Root2Ginger the opportunities to be creative are endless and I find that my head is busy with new ideas and ambitions for the business.  It is an exciting way to work and there are not enough hours in the day, the weeks and months go by so quickly when you love what you do!