Max & Joanna Hellier

Co-Founders, Root The Future

Industry : Advocacy

Root the Future is Thailand’s largest plant based and sustainability community, whose mission is to raise awareness of climate change and how a shift towards planet-friendly food options as well as climate-friendly habits can help create a more sustainable planet. Working previously as a video producer and fashion model respectively, Max and Joanna shifted from shooting sustainable fashion into sustainable advocacy, creating the biggest plant- based and sustainability festival in Asia which also implemented no single-use plastic, waste composting and recycling policies. Their main challenge is to clarify the difference between “plant- based” and “vegetarian”. They are determined to fight the bleak forecast of Thailand’s future by helping people make alternative lifestyle choices. Also on the cards is a second sustainability and plant-based festival in early 2022, a campaign to highlight the consequences of agricultural burning in Northern Thailand to help battle smog and pollution, and a visual representation on the effects of rising sea levels in Bangkok. To relax, Max practises Muay Thai and Yoga, while Joanna is into running, reading and cats.