Snacking Sustainably  [24.06.22]

Delicious crackers made from vegetables that would never have made it to the supermarkt: With this business idea, three Hohenheim Master's students want to re-introduce a cycle into the food system - and help farmers earn a bit more. For this purpose, Paola Varela from Mexico, Duyen Do from Vietnam, and Janne Beck from Germany have founded the start-up Holiroots. Their corporate culture focuses on diversity, interdisciplinarity, and women power.

 

 
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Startup Profile

filled in by Paola Varela

Briefly explained: The business idea in 3-5 sentences!

Holiroots help farmers by rescuing vegetables that because aesthetics, caliber, or overproduction do not make it to the final consumers and transform them into a healthy and tasty vegetable cracker!

New, different, better: Why does the startup have potential?

Our mission is to rescue the tons of vegetables lost at the primary stage, at the farms. According to interviews, our farmers could lose more than 50% of their production in a season! Today, not many business ideas focus on this challenge, and our farmers are left alone to deal with the problem. Holiroots bring back circularity to the food system and, foremost, the economic and social value of the vegetables by transforming them into a high-value products for consumers.

Inspiration: How do you come up with something like that?

Our idea and product were born at the University of Hohenheim during an entrepreneurship competition from the European Innovation technology, a body from the EU, where we won 2nd place. Also, all start-up members studied the Bioeconomy master, which has a strong focus on sustainable food systems and agriculture. Likewise, we have received the great business coaching support of our business partners.

Team: Who is behind Holiroots?

Holiroots is driven by an international – interdisciplinary team of three Bioeconomist master students. Paola Varela from Mexico has a bachelor’s in International Business Management with experience in project management, marketing & sales. Duyen Do from Vietnam has a bachelor’s in food science specializing in Life cycle assessment. Janna Beck from Germany has a bachelor of Business and Economics, specializing in intercultural communications and controlling.

Impulse: How did your studies / work in Hohenheim influence the project?

Our Bioeconomy master influenced the Holiroots, as we understand the dimensions of a sustainable and circular business. Likewise, we developed a significant academic background in sustainable food and agricultural systems. Last, part of our members graduate from the European Food Systems Education training, a program offered at the University of Hohenheim.

Founder feelings: What drives you?

In simple words, to contribute to a better future for our society, to be changemakers setting up disruptive business plans that are holistic and sustainable. Likewise, to break the stigma that social enterprises are not economically sustainable and consequently inspire future entrepreneurs to embrace social entrepreneurship. Also, to continue building a team and company culture based on interculturality, interdisciplinarity, and diversity.

Review: What moves you in the last months?

The challenges have been managing master's studies and a startup, we must be very smart and productive with our time. Also, regarding legal aspects, we have encountered that some institutions do not trust migrants. However, we have become stronger from such experiences, and we are very proud of being an international team!

One of the great surprises and motivations was that just after winning 2nd place in the EIT Food Entrepreneurship competition 2019, a sponsor was very convinced of our business idea and product that invited us to be part of the Capital Venture Program! Also, we have been winners of Weiblich, Nachhaltig und Erfolgreich competition from the Frauennetzwerke, Region Stuttgart 2022. There we got an audience of 400 people, and it was amazing to see their support and excitement about Holiroots and the team behind it! Last, but not least, a lot of people support our mission and love our crackers! We have great partners, like the University of Hohenheim, Innovation Greenhouse, and our investors and producer.

Future: Where do you see your startup in one year?

In a year we see our startup growing internationally with also more cool products on the market. This fall is our launching year in several retail stores in Belgium, and next year, 2023, we are planning to enter with very ambitious goals to the German market. So, stay tuned!!

We will be very happy to connect with you, so please follow us in our social media channels:

Holiroots:

Instagram | LinkendIn

Personal:

Instagram: paoovp, duyendtb.95, _jaybeck_
LinkedIn: Paola Varela, Duyen Do, Janna Beck