Root Shoot Malting Company - 100 Year Lease

The Story

In the heart of Colorado's Front Range, where urban sprawl threatens to swallow centuries of agricultural heritage, Root Shoot Malting embarked on a poignant journey to secure their future. The "100 Year Lease" documentary project, a collaboration between Root Shoot Malting and Traverse Image, emerged as a powerful testament to the significance of family farms and the preservation of Colorado's agricultural legacy.

As dawn breaks over the expansive barley fields, we witness the unfolding story of a generational family farm fighting against the tide of development. From the planting of the first seeds to the meticulous malting process, the film captures the essence of Root Shoot's mission: to save family farms one beer (or spirit!) at a time. This project isn't just about business; it's about safeguarding a way of life, protecting the land that has nurtured communities for generations, and ensuring the future of craft brewing's most vital ingredient.

Project Impact and Deliverables

The "100 Year Lease" project not only chronicled Root Shoot Malting's story but also played a crucial role in securing their future. Through compelling storytelling and visual artistry, the project helped Root Shoot Malting achieve several key successes:

  • Secured the titular 100-year lease, ensuring the farm's operations for generations to come

  • Raised awareness about the challenges facing family farms in rapidly developing areas

  • Strengthened connections between local farmers, maltsters, and craft brewers

  • Produced a suite of powerful marketing materials:

    • One 7-minute short film capturing the essence of Root Shoot's mission

    • Twelve 1-minute "Month by Month" process videos, showcasing the annual cycle of farming and malting

    • Comprehensive still photography packages for varied marketing needs

  • Increased public support for preserving agricultural land in Colorado's Front Range

  • Enhanced Root Shoot Malting's brand identity as stewards of both tradition and innovation in the malting industry

This case study stands as a testament to the power of visual storytelling in preserving agricultural heritage and securing a sustainable future for family farms.