We're Launching Rooted for Food!

We're excited to announce a significant milestone in Rooted Farmers' journey: our platform is officially expanding to include food producers alongside our flower farms!

When we launched Rooted Farmers in 2019, we set out to solve a specific problem: small and mid-sized flower farms lacked tools that truly met the needs of their unique operations. The available systems were designed for large industrial operations or conventional online businesses, neither of which reflected how diversified, small-scale farms actually work.

We built our platform from the ground up – we listened to what our farms, hubs, and buyers needed to run and grow their businesses, and we created something that worked for local flower farms and hubs.

Several years ago, we began hearing a recurring request from our community: "Could we use the Rooted Farmers platform to sell our produce and eggs alongside our flowers?" We loved the idea! But just as we did with flowers, we didn't want to rush into this expansion without deeply understanding the unique challenges food producers face.

We took a research-based approach to building the platform for food. Through partnering with academic institutions and working closely with producers of all types and sizes, we built out pilot technology for some incredible farms and hubs to test and share feedback. This work was made possible through USDA grant funding, as well as grants our partner organizations secured to fund Rooted Farmers in building solutions for their needs. After extensive collaboration and iteration, we created a system that serves both flower and food producers, their hubs, and their buyers.  

 

This expansion reflects the growing importance and necessity of strengthening local and regional food systems. By investing in infrastructure that helps small and mid-sized farms thrive, we're building more resilient agricultural communities nationwide.

We've also made some changes to our brand identity—a refresh that represents our evolution, while honoring our floral roots. Though our look may change, our commitment to supporting growers remains unwavering.

We want to thank each of you for being such a central part of this journey! Your work and your feedback are actively strengthening local supply chains everywhere. It's an honor to continue growing together with you as we support resilient, local agriculture in all its forms.

-The Rooted Team