Never has there been a better time to invest in our health and that of the planet's in one fell swoop with purpose-driven functional food brand, Wunder Workshop. The vegan-friendly London-based business features anti-inflammatory turmeric as its golden hero ingredient among its bestselling Golden Mylk, Turmeric CBD Oil, and adaptogen-powder drinks to improve anxiety, stress, sleep and overall wellbeing. Other products can aid immunity, bolster energy, and support focus too.
Founders, Zoe Lind Van't Hof and Tom Smale’s dedication to organic, ethically-sourced ingredients and widespread focus on sustainability is far from jumping on the latest wellness trend, but rather steeped in her values and way of life, with a future vision for a circular business captured wholly in one of their taglines, “purposeful plants for people and the planet”. Here, Zoe tells us more about what goes on behind the scenes at Wunder Workshop and her way of life.
Zoe and Tom base their business and lifestyle in favor of Ayurveda – an ancient, holistic healing method that supports disease prevention and long-term good health. It’s a practice that values healthy daily routines in mind, body, and spirit (and you can glimpse into Zoe’s routines in our interview below). Even Wunder Workshop’s headquarters in London are powered by 100% green energy!
Zoe tells us how her roots and environment growing up played a role in her plant-based business, why she champions biodiversity, and what makes Wunder Workshop’s ingredients unique.
Where did your story begin?
“My biggest inspiration to start Wunder Workshop was my late mother, who had been deeply passionate about health and wellbeing since her early twenties, so by the time I was born, she had nearly 20 years of experience.
“This meant I was surrounded by interesting books about traditional medicine, the power of plants, and how to create all kinds of natural remedies from an early age.
I grew up eating organic and locally sourced vegetarian food. We grew many of our own vegetables and herbs and we used to go to very down-to-earth Ayurvedic health retreats in Sri Lanka.
“After dabbling in different career paths (from politics to interior design), I realized that my true purpose lay in what was around me all my life: health and plants. This is when I decided to go back to Sri Lanka and find an organic farm that uses sustainable and ethical farming techniques with whom I could work together to bring some of their incredible plant knowledge in the form of herbs and spices back to London and started Wunder Workshop – focusing on turmeric and consumption with purpose.”
What is at the core of Wunder Workshop?
“Wunder Workshop is an extension of my lifestyle, so as a conscious citizen I have instilled all my personal values into the business; the main ones being trust and transparency.
“From my curiosity, I always wanted to know and understand the origin of things, so that is our number one priority – knowing where our main ingredients are from, plus the health of the environment and the farmers who grow these ingredients.
“Our mission is therefore to create a circular and holistic business that supports biodiversity, soil health, and gives back to the farming communities, whilst educating people about the health benefits of these ancient plants and remedies and valuing traditional wisdom.”
What is “Consumption With Purpose”?
“As business owners, we want to embody our purpose with our daily choices which we encompass within our business. But purpose relates to more than just our personal values; it’s also about the ingredients and how they support a bigger purpose of creating healthy soil by supporting those farmers who farm most sustainably. Lastly, the purpose of the ingredients for our human body, the health they offer, and honoring their wisdom.”
Why do you think Ayurveda is still considered an alternative medicine?
“I guess it depends on who you ask. In the west, it is portrayed as an alternative to western medicine. But it has been around far longer than what we consider western medicine. Some say it was the origin of all medicine, followed by Traditional Chinese Medicine, and I genuinely believe the west still has so much to learn from Ayurveda. The main thing is that we need to see our health as an interconnection of body, mind, and environment.”
What is a myth that you would like to bust in the wellness industry?
“The focus on ‘trends’ in the wellness industry is something I struggle with. Plants, herbal medicine, spices, and cultures are not a trend. Yet, when we launched our turmeric products in 2014, people said we were “ahead of the trend”. Sadly, the fact that these herbs and spices have been celebrated in Ayurveda, Traditional Chinese Medicine (TCM) and western herbalism for centuries was largely ignored by much of the press.
“I believe these herbal helpers are beautiful additions to our daily routines; a preventative and long-term investment into our health. I wish we would be more mindful and just explore what sits right with us and feels good for our bodies and stick with that.”
“We need to see our health as an interconnection of body, mind, and environment”.
From ethical and sustainable farming to giving back to local communities, founders Zoe and Tom, leave no stone unturned in their heart-led quest to being a trustworthy, transparent brand that separates itself from the fast-paced, trend-led businesses. Every corner of the business has been considered ethical and sustainable, from the packaging, to the quality of the soil where the ingredients are grown and produced, to ensuring that the lives of the farmers who grow the ingredients are valued, fulfilled, and well-compensated. In turn, the ingredients they produce are the best quality they can be grown with care and attention.
Zoe and her team make regular visits to her suppliers; amongst them, farming communities in Sri Lanka, where she first learned about Ayurveda as a child. She also reveals why the term ‘superfood’ can be somewhat misleading and the real unsung hero ingredients (featured throughout the diverse product line) being adaptogens – herbs that restore hormone imbalances.
“Wunder Workshop is an extension of my lifestyle, so as a conscious citizen I have instilled all my personal values into the business; the main ones being trust and transparency”.
How does biodiversity feed into the brand?
“As mentioned earlier, biodiversity is at the core of our business. We only like to source ingredients that are grown in a biodiverse environment and avoid monoculture farms where possible. (Monoculture farms are farms where just one single crop, plant or livestock is produced in one area, which can upset the natural balance of soils, stripping it of its nutrients.)
“If there is one thing that we can learn from nature, it is the importance of biodiversity. Seeing how life thrives when there is an interconnection of elements – something, I believe, we can apply to many aspects in our society.”
What are superfoods & adaptogens?
“Superfoods' as a name is more of a marketing term, as any plant that has a myriad of health benefits can be classed as such. From broccoli, turmeric to pumpkin seeds – all these plants have beneficial ingredients that we should consume frequently to maintain a healthy lifestyle.
“Adaptogens, however, are a unique class of plants and mushrooms that promote hormone balance and protect the body from psychological and physiological stress.
They have a broad range of functions that help to return our bodies to a serene state of homeostasis – where hormones are balanced, helping us to improve our general mood and wellbeing.
“Many adaptogens have also been shown to help in specific processes within the body relating to our immune system and our adrenal glands (regulating your metabolism, immune system, blood pressure, response to stress, and other essential functions.)
“During my travels to explore my heritage from Far East Russia, Primorsky Krai, I stumbled across adaptogen herbs both on a small market in Ussuriysk and on a foraging trip through the beautiful countryside in this part of Russia, and wanted to work with these on top of my favorite spice: turmeric, of course.”
What’s unique about Wunder Workshop's ingredients?
“Our main focus is on how our ingredients are grown and sourced. Soil health plays one of the biggest roles in a healthy planet and the quality of the ingredients. So, we pride ourselves on sourcing from forest gardens that maintain a biodiverse environment and healthy soil. We visit as many of our suppliers as possible, as we need to know the farmers, to see how the ingredients are grown and that both farmers and the environment are benefitting.
“Nature reflects the love and attention paid by the farmers in the intensity of color from their produce – in the case of turmeric, the deeper the orange color, the higher the curcumin content resulting from the higher quality of the soil.”
How do you incorporate your products into everyday life?
“I take our CBD Oil twice a day both internally and topically, I drink at least one potion a day, and now I am really into our Superior Chaga (an antioxidant-rich mushroom-based powder consumed as an alternative to tea and coffee), and every meal we cook has some element of turmeric or saffron in it.”
What product would you suggest to a Wunder Workshop newbie?
“Our Classic Golden Mylk blend. It was our first product and has been our bestseller ever since. It is a smooth and delicious introduction to turmeric. We create our products without sugar or sweeteners, so we let people decide if they want to sweeten it but it’s naturally sweet from organic coconut milk and Ceylon cinnamon.”
What are your daily rituals?
“Experiencing nature, mindful moments, and checking in with myself to see what is bothering me or what is causing me not to be in my optimal state.
“My rituals are not rigid, so some weeks I like to start the day with breathwork and journaling, other days with dancing or going for a swim. All in all, I like to tune in to see what is required and honor that.”
What is your favorite quote?
“This too shall pass” – in moments of stress or worry, I remind myself that it will pass and that everything will turn out as it is meant to”.
“Our focus is on how our ingredients are grown and sourced. Soil health plays one of the biggest roles in a healthy planet and the quality of the ingredients”.
