Moosewood to License its Brand, Partners with Graj+Gustavsen and Michael Baru

MOOSEWOOD, INC, the original vegetarian and natural foods trailblazer that has served fresh, local, and sustainable globally-inspired dishes since 1973, announced today that it has teamed up with Graj + Gustavsen (G+G), a full-service strategic and creative branding and licensing agency, and Michael Baru (Baru Consulting & Hospitality), a brand strategy, licensing and food media consultant to the hospitality industry, to refresh the brand's identity, develop new licensed product opportunities, and extend its reach to new audiences.

Moosewood Restaurant began as a small vegetable-centric community restaurant and from those modest beginnings grew into an international culinary icon named one of the "13 revolutionary restaurants that changed American dining forever" (Bon Appetit Magazine). Moosewood's commitment to wholesome ingredients and delicious ethnic recipes has resulted in fourteen cookbooks with over five million in-print and three James Beard awards, setting the table for how Americans want to eat today.

"For 46 years, Moosewood has inspired three generations of cooks and food lovers who share our passion for discovering exciting and delicious combinations of flavors and ingredients, and then coming together over a great meal," said Moosewood's Wynnie Stein. "As we look to the future, we are delighted to work with G+G and Michael Baru developing innovative ways for our fans to experience Moosewood and creating new opportunities to connect with consumers who value the ideals and standards we hold dear."

"We're honored to work with this iconic and beloved food brand. Moosewood's heritage of creating comforting, healthful, and celebratory meals, underpinned by their support of local community and environmental causes, makes them an ideal trusted brand of choice for today's wellness- and values-driven consumer," said Michael Baru. "We see opportunity for Moosewood across multiple demographics and categories including institutional food service, restaurants, food and beverage products, cookware, home, beauty, wellness, and apparel," added Eric Gustavsen.

For licensing information, please contact Michael Baru at Michael.baru(at)gmail.com.
For media inquiries, please contact Wynnie Stein at Wynniestein(at)hotmail.com.

About Moosewood:
Moosewood Inc. Natural food pioneers are legendary for their creative, vegetarian cooking and iconic Moosewood Restaurant, in continuous operation for 46 years in Ithaca NY. 14 Moosewood Restaurant Cookbooks receive international acclaim and garner numerous James Beard awards and nominations. The restaurant was honored with a James Beard Foundation "America's Classics" award. Website: http://www.Moosewoodcooks.com, Facebook: http://www.facebook.com/moosewoodcooks, Twitter: @the moosewood, Instagram: Moosewood_Restaurant. "It's Moosewood's world. We're just eating in it." –Christine Muhlke, NY Times, April 4, 2017

About Graj + Gustavsen:
G+G is a full service strategic and creative think tank and brand consultancy that delivers vision to venture products for brand and business growth in the areas of strategy, positioning, design, brand extension, culture, and consumer experience. Through its teams and process, G+G helps brands clarify their reason for being and flourish in a complex marketplace. For more information visit http://www.GGNY.com.

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About Baru Consulting & Hospitality (BCH):
Baru Consulting & Hospitality is a brand positioning, business strategy, licensing and food media consultant to the Hospitality industry. With over 20 years of Hospitality, concept development, consumer product and food media experience, BCH's expertise resides at the intersection of brand positioning, operations, design, marketing, data analytics and authentic brand storytelling.

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