Rooted Earth — Samantha Byrd

overview

Rooted Earth is a meal-kit company start-up in Amsterdam, Netherlands. Through sustainable packaging and plant-based meals, Rooted Earth provides clean food while working toward a clean Earth.

Not only is the brand focused on providing meals good for people and Mother Earth, but it focuses on tying together the community. The brand only delivers to local Netherland cities and community talent is utilized as much as possible. Collaborations with regional chefs happen on a regular occurrence.

The challenge

This start-up company needs to draw in customers who care about sustainability and want to nourish themselves with healthy, plant-based foods.

Our goal is to increase subscriptions by 10% in the first two months.

DEMOGRAPHICS RESEARCH

We conducted surveys to gather information on our ideal users. They are Dutch men and women aged 18 – 44 with moderate disposable income. They are vegan, vegetarian, or interested in trying meatless options. They have an interest in sustainability and likely have a moderately busy schedule.

Only 7% of our respondents identified as vegetarian/vegan, but 63% stated they would be interested in incorporating meatless meals into their diet. A majority suggested they would consider meatless options, they just aren’t sure what to cook or how to prepare it.

“I’m not opposed to tofu, I just don’t know how to cook it .”

“It would be difficult to eliminate meat completely, but I would be interested in reducing how much meat I eat.”

“When I think ‘vegetarian,’ I usually think of lots of salads.”

I gathered from my information that:

The brand would need to be presented in a fresh, interesting approach
The recipes would have to be presented in an appetizing way
The customer needs to see that preparing plant-based food isn’t any more difficult than meat

app design

Figma files for this project are available upon request.

REFLECTION

Once launched, the benchmark of success will be measured by whether subscriptions increase by 10% within the first two months. I really enjoyed getting to bring this project to life, as both plant-based food and sustainability are passions of mine.