The Story Behind Enroot: The Filipina-Founded Sparkling Teas Backed By Brad Pitt
In the world of sparkling beverages and cold brews, a new player stands out for a number of reasons. Enroot Sparkling Cold Brew Tea is steeped in Filipino heritage, crafted in partnership with chefs from the James Beard Foundation, and is backed by actor Brad Pitt.
The collection of teas were meticulously crafted for today’s discerning consumer—they are low in calories and carbohydrates (25 calories, and 5 grams of carbs in each 355 ml bottle); there’s no additional sugar added (the hint of sweetness comes from a touch of fruit juice); and they are vegan, kosher and gluten-free.
Enroot is an homage to co-founder and CEO Cris Patwa’s grandmother and her legacy as a farmer and food entrepreneur in the Philippines. Patwa was born in Davao, where her grandmother Pamela (whom she fondly calls Mame Pame), had a farm. “There were geese, chickens, carabaos, and when we were hungry or thirsty, we were given fresh mango and coconuts pulled directly from the trees,” Patwa reminisces. “My time in the Philippines was the most joyful of my childhood. I got to see the impact my Lola had in giving women and men jobs, feeding the schools, and taking care of our soil health. Enroot has allowed me to bring that positivity back to my adulthood.”
Together with business partner John Fogelman (previously of William Morris Endeavor), whom Patwa met while working in film and television in Los Angeles 14 years ago, they founded Factory Made, an incubator focused on creating minority-led entertainment and lifestyle ventures. One of the brands they worked with was Pitt’s Château Miraval, helping to expand the award-winning rosé portfolio to olive oil. “John has been friends with Brad for over 25 years,” shares Patwa. “It was a natural path for us to share meals together and ideate on doing more in food and beverage.”
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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.
