Roots Farm Fresh is a United States frozen food brand and direct-to-consumer company that produces organic, seed-oil-free frozen potato and sweet potato products. The company occupies a distinctive position in the frozen fry category as the first brand to launch a seed-oil-free frozen fry in US grocery retail, using only organic potatoes and organic avocado oil. Its product range includes classic cut fries, crinkle cut fries, waffle fries, potato wedges, potato tots, hash browns, sweet potato fries, sweet potato tots, sweet potato hash browns, sweet potato toast, and sweet potato croutons. Roots products are sold directly to consumers through its website and subscription service, as well as through grocery retailers including Sprouts, Erewhon, Natural Grocers, The Fresh Market, Harris Teeter, and Kroger banner stores, and online platforms Instacart and FreshDirect.
Roots Farm Fresh was founded in 2022 in Brooklyn, New York. The company launched its first products in 2024, introducing the first seed-oil-free frozen fry and the first organic seed-oil-free frozen fry in US grocery. The company was built around a supply chain designed to use cosmetically imperfect organic potatoes that would otherwise be rejected by conventional grocery supply chains. Its sourcing model is independently certified by the Upcycled Food Association, diverting millions of pounds of organically grown food from waste annually. The company sources from GlobalGAP-certified organic farms located near its production facility in North Carolina.
Products offered:
- Classic Cut Fries
- Crinkle Cut Fries
- Crispy Waffle Fries
- Potato Wedges
- Crispy Potato Tots
- Crispy Hash Browns
- Organic Sweet Potato Fries
- Crinkle Cut Sweet Potato Fries
- Sweet Potato Waffle Fries
- Sweet Potato Tots
- Sweet Potato Hash Browns
- Sweet Potato Toast
- Sweet Potato Croutons
All products are made with organic ingredients and organic avocado oil and carry multiple third-party certifications including USDA Organic, Allergen-Free (Big 9), Gluten-Free (GFCO), Vegan, Halal, Kosher, and Upcycled Certified. The production facility is BRC AA+ certified, the highest GFSI food safety score.
