Nikhil Arora and Amanda Pekoe

7/28/2013

Nikhil Arora, cofounder of Back to the Roots, talks about using the web for positive change.

Back to the Roots was founded by Alejandro Velez & Nikhil Arora during their last semester at UC Berkeley in 2009. Two months away from graduation, and heading into the corporate world of investment banking & consulting, they came across the idea during a class lecture of being able to potentially grow gourmet mushrooms entirely on recycled coffee grounds. Inspired by the idea of turning waste into wages & fresh, local food, they experimented in Alex's fraternity kitchen, ultimately growing one test bucket of tasty oyster mushrooms on recycled coffee grounds. With that one bucket, some initial interest from Whole Foods & Chez Panisse and a $5,000 grant from the UC Berkeley Chancellor for social innovation, they decided to forget the corporate route, and instead, become full-time urban mushroom farmers!  

Amanda Pekoe, cofounder and CEO of The Pekoe Group, talks about online marketing for a client's needs.

With dedication, passion and innovation as their key tools, The Pekoe Group is ready to create a comprehensive marketing and advertising plan suited to the specific needs of your project. And since every project is unique, they offer only original services from strategy to design to copywriting in order to best serve their clients; they even code their websites from scratch. As a fiercely independent agency, they are able to blaze their own path into a world of new ideas and offer a full range of services in order to enhance your show from every angle.

The Pekoe GroupListen to segment

Guest: Amanda Pekoe

Segment Urls:
http://thepekoegroup.com

If a play opens in a theater but no one is there to hear it, does it make a sound? Every show needs an audience. But an audience doesn't just come. You have to entice them. You have to captivate them. You have to convince them so fully that nothing will keep them from those theater seats. Overwhelmed? The Pekoe Group isn't.

The Pekoe Group is a full-service boutique marketing and advertising agency offering their creative ingenuity to you. Their team has the dedication and resources to deliver a comprehensive marketing plan unique to your project's individual needs. Recognized by BNET and Fast Company's Innovation Agents, at The Pekoe Group they hold a high standard of excellence and have the passion and skill to uphold it.

With dedication, passion and innovation as their key tools, The Pekoe Group is ready to create a comprehensive marketing and advertising plan suited to the specific needs of your project. And since every project is unique, they offer only original services from strategy to design to copywriting in order to best serve our clients; they even code their websites from scratch. As a fiercely independent agency, they are able to blaze thier own path into a world of new ideas and offer a full range of services in order to enhance your show from every angle.

Back to the RootsListen to segment

Guest: Nikhil Arora

Segment Urls:
http://www.backtotheroots.com/

Back to the Roots was founded by Alejandro Velez & Nikhil Arora during their last semester at UC Berkeley in 2009. Two months away from graduation, and heading into the corporate world of investment banking & consulting, they came across the idea during a class lecture of being able to potentially grow gourmet mushrooms entirely on recycled coffee grounds. Inspired by the idea of turning waste into wages & fresh, local food, they experimented in Alex's fraternity kitchen, ultimately growing one test bucket of tasty oyster mushrooms on recycled coffee grounds. With that one bucket, some initial interest from Whole Foods & Chez Panisse and a $5,000 grant from the UC Berkeley Chancellor for social innovation, they decided to forget the corporate route, and instead, become full-time urban mushroom farmers!