Karakterre Conversations with: Nicola Robecchi
Nicola Robecchi: Wilden herbal infusions are about creating a personal, individual ritual to slow down, stay healthy, live in the moment and take care of ourselves.
I'm writing this from home in Croatia as I prepare to leave for New York in ten days for Karakterre 14. I'm just about to pack for the States. It’ll be quite a week, with more than 30 side events across the city and our main show on November 2 at 50 Rockefeller Plaza.
One of the first things that comes to mind as I prepare is hangovers—a bit of a sad side effect of our love for wine!
I’m not going to call this a cure, but it sure does hydrate. Wilden Herbal Teas' Hangover Tea has been researched to include herbs that help with recovery, and it tastes great. It’s my go-to choice out of their wide selection of herbal infusions—perfect for overcoming last night’s too much of that funky Gruener Veltliner (even if it’s zero-sulfur). But let’s skip me sounding like a marketing machine.
I really love what Wilden Herbals does. I was first introduced to it by an acquaintance, Italian journalist Margo Schachter, who knew I was organizing Karakterre. “They’re the perfect partner for you,” she said. Margo put us in touch, and that’s how I met Nicola Robecchi, Wilden Herbal’s founder.
Milan-based Nicola is a graduate of the famous University of Gastronomic Sciences in Bra, a charming town in the Piedmont region of my favorite country (the school’s credited with producing quite some cool-ass kids in the gastronomy trade). He’s been listed on the Fortune Italia 40 Under 40 list and is passionate about all things improving our health.
Wilden first joined us at Karakterre in May this year in Austria. I was instantly taken by Nicola’s contagious passion for Eastern medicine and how it uses herbs as healers. Wilden Herbals feels like an East-West modern crossover—infusions that mean to heal.
We’re thrilled to have Nicola and his colleague, Aine Morris, join us in New York for Karakterre.
Tell us about yourself. How did Wilden come about?
As a gastronome, I decided to create Wilden because I believe the hot drink industry needs to evolve for future generations. We live in a fast-paced world, often stressed and fragmented. I was very interested in how traditional knowledge of medicinal herbs and plants can be preserved and shared, whilst also making it functional and applicable to our busy, modern lives.
With Wilden, we aim to advance traditional knowledge, and offer perspectives on herbal infusions, and the power they have to impact our life and health in positive ways!
What's your objective when you see an empty tea cup? Where do you want to go?
Our goal is to transform the hot drinks industry into a force for good. At present, we see a lot of low quality teas flooding the market. The majority of which contain powders, sugars and aromas. At Wilden, we have gastronomy, pleasure, and balance at the heart of our philosophy. We blend only real plants, herbs, leaves, seeds and spices, without any artificial additions, to bring health, ritual and balance to your daily life.
We've started with herbals infusions, and we’re now excited to be introducing also our new Herbpress project.
Everyone knows what tea is, right? Some even consider drinking it only in winter when they have a cold. How did you rethink and remodel what tea is?
Herbal infusions - we try not to call them tea! - are all about creating balance and pleasure in our daily lives. Creating a personal, individual ritual to slow down, stay healthy, live in the moment and take care of ourselves. That’s why our Remedy Range offers 9 different blends, each designed to support a different aspect of your day.
We need hydration and micronutrients; we need to connect with our inner selves all year round! We want to stay present, not just for a few days a year. Arab and Asian cultures have always drunk warm beverages all year round as a way to mediate their internal body temperature.
How do you cultivate your community?
By being true to Wilden's values, maintaining transparency, shining a light on positive stories, and sharing precious moments. Wilden is a new company, a small, but ambitious start-up.
What are you most proud of?
Seeing people being touched and emotional about our herbal teas. Plants connect with each of us in a very personal and unique way. We can all find plants and herbal teas to adopt and be adopted by them, like intimate friends. When we hear customer feedback about how one of our blends has directly impacted someone’s health or team, or sense of well-being, it really makes all the hard work worthwhile.
What drives you every day?
The passion to see the impact our infusions can have on people's health and happiness.
Cultures collaborate and intersect more than ever. Music x Wine. Sports x Fashion. Food x Theatre. Where do you see the crossroads of previously strictly defined cultural aspects? How do you find your way within them?
Wilden exists to innovate within our sector. In the rush to expand the market for new, functional products, the historical role of powerful, medicinal plants has been widely overlooked.
We aim to link herbal infusions to life-moments, both outdoor and indoor. We want our brand to offer real-world solutions to a physical impact. For example, re-balancing your well-being after a night out, with our hangover blend.
We’re based in Milan, so we’re very fortunate to enjoy a lot of opportunities to collaborate with artists, fashion brands, concept stores and chefs. For us, one of Wilden’s great strengths is our ability to cross-over into sectors beyond the traditional hot beverage market. We look for partners with inspiring projects, brands that aspire to quality and innovation, building authentic and meaningful connections with people and their environment.
Where do you see your future (in the world of food)?
In further developing the positive power of plants. Through innovative new extractions, and designing new blends. We aim to bring theatre, gastronomy and joy to the world of functional herbals.
If you could eat one thing right what would it be?
It's fall, so I'd go for an homemade onion soup, with a stock made using aromatics and herbs. I love the comforting caramel of cooked onions, combined with the luxurious crunch of the croutons and melting cheese.
How do you keep healthy?
The first rule is to listen to myself and my body. I cook a lot of vegetables when I’m at home, and I walk a lot. I make time to breathe in nature, get mentally nourished by meeting other artisans, and understanding their passions.
Your next big thing is...
Taking herbal infusions to new dimensions in out-of-home settings. To significantly impact our culture of short breaks. Our new R&D project is called Herbpress - and aims to use espresso machines a new function. It's a big challenge, whilst also being very exciting!
Thanks, Nicola!
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