Roostmade Press Kit

organic wood care products | made in san diego, ca
press kit | 2019

contents
what is roostmade?............... 3
brand story............................. 5
product features................... 6
cutting board care............... 7
the collection........................ 8
the set..................................... 9
how it works......................... 11
product photos.................... 12
product uses........................ 14
customer reviews ................ 15
a greater purpose .............. 16
our customer........................ 17
simple ingredients............... 18
brand identity...................... 19
our ethos.............................. 20
contact info......................... 21
2

what is
roostmade?
water is repelled when
wood is protected
with Roostmade.
Clean. Organic. Wood Care Products.
Simple, safe, and effective. Roostmade
products are made exclusively with natural
+ FDA Food safe Ingredients, and are always
free of petroleum.
Lovingly handmade in San Diego, Ca.
3

LOVE
your cutting board. Protect it naturally.
4

and story
Roostmade began with a celebration of love.
Founder David Roost was working on a gift
for his best friend’s wedding. The live edge
charcuterie board was almost perfect - but
when it came time to apply a finish, Roost
couldn’t find anything without petroleum
or harsh ingredients that could compromise
his friend’s gift. He scoured the internet for
something organic and found nothing up to his
standards.
So like any passionate maker, he made it
himself.
The results were shocking: the board was
nourished, protected, and looked stunning.
Replacing mineral oil (a petroleum byproduct
of the refining process of crude oil) with organic
ingredients successfully sustained the wood.
Not only did Roost’s concoction work, but he
didn’t need to wear protective gear while
using it; when the product got on his hands, his
skin was soothed not irritated like most finishing
products. (Two years later, his friend’s board is
still crack-and-warp free)!
As a lifelong woodworker, Roost had never
experienced this. He knew he was onto
something, and he knew others would enjoy his
creation too.
Even though it didn’t seem like it at the time,
everything aligned to make his dream a reality.
After experiencing a broken engagement
and the sudden loss of a job, Roost returned
to his hometown of San Diego, brokenhearted
but determined to see these huge life shifts as
an opportunity to achieve his lifelong goal of
owning his own business.
On February 1st, 2018 The Roostmade Company
officially launched. Since then, over 4,000
trees have been planted, over 10,000 people
have followed their journey on Instagram, and
Roostmade products have been delivered to
over 30 states and 8 countries.
Roost approaches every product with two
main goals: advocate sustainability and
reconnect with the magic of working with
your hands. He is committed to championing
the environment; for every organic wood care
product sold, Roostmade plants three trees to
fight deforestation.
Like any true woodworker, Roost views himself
as a steward of the environment and his craft
as an homage to nature.
Woodworking allows Roost to get back to basics
and do what he loves. “Working with your hands
(be it building your own table or simply cooking
dinner instead of microwaving something) is a
fundamental part of what makes us human.
There is a deep feeling of contentment that
comes from making something yourself, while
outsourcing and mass production have their
benefits, they’ve also led us to accept planned
obsolescence and cheaply made products.
We’ve lost sight of the value of craftsmanship.”
Roostmade is here to resist that change.
In Summer 2019, Roostmade prepares to
scale up as it launches the next chapter of
its story, starting with its new flagship product,
the Organic Cutting Board Care Set. The set
includes everything needed to ensure a cutting
board’s longevity, it repels water, and prevents
cracks and bacteria growth. This food-safe set
is made with organic, family-friendly ingredients
like plant-based oils and natural-waxes.
And as always, three trees are planted for
every product sold.
view branding video
5

product
features
• Child friendly
• Petroleum free
• No harmful chemicals
• Plastic free packaging
• Handmade in California
• Only organic + natural ingredients
• Made with only FDA Food Safe Ingredients
• Three trees planted for every product sold
6

cutting board
care
Did you know wood items in the kitchen like cutting boards
need regular care?
On the left you can see an illustration of a cutting board
that’s been neglected vs. one that has been protected with
Roostmade products. With proper care, a well made wood
cutting board can last generations.
Why not just use a heavy duty wood finish like Polyurethane?
Heavy duty wood finishes are not recommended for foodsafe
applications like in the kitchen. While they offer great
protection, the downside is with knife use and washing, it will
eventually flake off and end up being ingested by us
through our food (ruh roh!).
Why not use mineral oil?
We prefer to get our ingredients from farmers not crude oil
refineries where mineral oil is created. We also prefer to use
something higher quality + natural too, Roostmade is both.
Mineral oil is a byproduct of turning crude oil into petroleum,
it’s cheap to produce yet environmentally expensive, and
we think the environment already has enough problems.
This is why we use natural food safe ingredients (they also
work better too, ask us about polymerization).
7

the collection
Meet the Roostmade organic wood care collection product offering.
new!
cutting board care set
organic wood wax
organic wood oil
Includes:
• Organic Wood Oil + Wax
• Organic Cotton Pads
• Coconut Scrubber
• Sanding Sponge
Includes:
• Organic Wood Wax
Includes:
• Organic Wood Oil
8

the set
9

the set
coconut scrubber
#clean
Meet the Roostmade organic cutting board
care set. (we’re very excited about it!)
Our set includes everything you need to
protect your cutting board so it will last longer,
repel water and stains, deter cracks and
bacteria growth. It’s food safe, and we only
use ingredients you understand, like plant
based oils + natural waxes.
organic cotton pads
#buff
organic wood oil
#nourish
We poured our heart + soul into this set for
you. We hope you love it as much as we do.
view product online
#protect
organic wood wax
#smooth
sanding sponge
10

how it works
clean
Clean your board with this plastic-free,
biodegradeable scrubber. Made from
coconut husks + sustainably sourced timber.
smooth
Washable + reusable, this flexible 220 grit
sanding sponge fits in the hand perfectly,
and effectively smooths out the rough spots.
nourish
This natural and organic oil is made with no
petroleum. It penetrates into wood fibers for
deep nourishment.
protect
Rub in a little organic wax to repel water +
stains, its completely natural, petroleum free
and smells amazing too.
buff
Deliciously soft, organic cotton pads are the
perfect way to buff out the board for a silky
smooth finish.
cook
Your board is now clean, protected, and
ready for use, so now go make something
delicious!
11

product photos
12

product photos
13

what can I use it
on?
product uses
Use Roostmade to naturally protect:
cutting boards | butcher blocks | wooden spoons + utensils | charcuterie boards | salad bowls | other wood items in the home
14

customer
reviews
15

a greater
purpose
We plant three trees for every product sold.
Over 4,000 so far.
Roostmade is partners with Eden Reforestation
Projects, a global leader in reforestation efforts.
Our efforts are focused where they are needed
most, and also where they make the greatest
impact. Right now our efforts are concentrated
in Madagascar, local jobs are being created
to revitalize the ecosystem by not only planting
mangrove trees, but also maintaining them to
ensure each tree survives all the way through
maturity. This gives the locals a consistent
income so they can provide for their families
again. As the reforestation effort goes on,
healthy forests begin to emerge and the
negative effects of deforestation begin to
disappear.
16

our
customer
The average Roostmade customer is a 35 year
old single woman, well educated, successful,
health and environmentally conscious.
She’s likely to live in an upscale and diverse
neighborhood in a smaller home or apartment
that she doesn’t own, in an area with a much
higher than average cost of living.
She enjoys cooking and DIY projects, and
she’s just an awesome person in general.
The description above was found from taking
averages of a compilation of data collected
on the customers we’ve had, and is not
meant to limit who may or may not enjoy our
products.
17

simple
ingredients
organic beeswax
organic lavender essential oil
organic carnauba wax
organic walnut oil
organic wild orange essential oil
•
•
•
•
•
18

and
identity
To download high quality images and logos
for the Roostmade brand, simply click the link
below for access to our media assets.
download media assets
19

our
ethos
Its in our blood. We are makers, passionately
we push ourselves to create beautiful +
innovative products of the absolute highest
quality.
We exist to empower you to reconnect with
the romance of working with your hands
once again, and to respect our environment
at the same time.
To accomplish these goals, we make the
first and best organic wood care products
available, and for every product we sell, three
trees are planted to fight deforestation.
Founder David Roost in the Roostmade Workshop
20

contact
info
• Founder: David Roost
• Phone: 858-361-9237
• Email: david@roostmade.co
• Address: PO Box 22711, San Diego Ca 92192
• Website: roostmade.co
• Facebook: facebook.com/roostmade.co
• Instagram: instagram.com/roostmade/
• Media Assets: roostmade.co/pages/connect
21

American Black Walnut - Finished with Roostmade Organic Wood Care Products