How Rootstock Sources with Purpose and Transparency
Rootstock believes that what we eat—and how and where it’s grown—matters. That’s why
our sourcing principles are rooted in relationships, transparency, and a deep respect for the land and people who feed us. From fields just outside of the Bay Area to your kitchen table,
our produce is chosen with intention. Sourcing isn’t just about logistics—it’s about values.
When you receive your Rootstock produce you’re becoming a part of a larger movement
toward better farming, healthier communities, and a more equitable food future.
Flavor and Nutrition First
1. Crave-worthy
Our number one goal is for you to taste the difference of local, organic produce grown with care. We chase the most delicious, peak-season varieties—sometimes only available for a fleeting week or two. If it’s not crave-worthy, it doesn’t make it into your box. Our selections are meant to surprise and delight, bringing you the best each micro-season has to offer.
2. Grown for Wellness
We choose farms that treat soil as a living system, because healthy soil means more nutrient-dense produce. Our boxes are full of fruits and veggies that nourish the body and bring joy to eat. Think: vibrant colors, big flavors, and real nutritional value.
3. Curated by Us, Guided by You
Rootstock isn’t trying to replace the grocery store. Instead, we focus on curating the best local produce, identifying special items you can’t find at the grocery store and editing our selections based on your feedback. Got a favorite fruit you’re craving? Want more healthy snacks? We’re listening.
Farmers as Partners
4. Built on Relationships
Our model is built on long-term, trust-based relationships with farmers. We don’t just buy produce—we invest in people. We solicit continuous feedback and collaborate with farm partners to adapt our operational and business model. We connect our members to our farm partners through storytelling, events, and educational workshops.
5. Good Grower Economics
Our food system must support viable farm businesses. We collaborate with farm partners to agree on pricing that compensates fairly for quality and ecological practices. At least 67 cents on the dollar of every purchase goes to the farm, compared to an industry average of 16 cents. We take responsibility for unsold inventory, so farmers aren’t stuck with the cost of food waste. To support cash flow, we pay within 14 days compared to typical 30+ day terms. We’re always making decisions with real farm economics in mind.
6. People-Powered
Our farm partners are educators, organizers, and community leaders. They care deeply about their crews and communities they serve. We work with farms that cultivate both good food and positive work environments for their staff.
Farming and Food for the Future
7. Local & Transparent
We source directly from small and mid-sized farms within 200 miles of the Peninsula. We prioritize regional farm clusters that support efficient logistics. Shorter supply chains mean fresher produce today, lower carbon footprints, and stronger regional food systems tomorrow. Every item is fully traceable back to the farm. We may also work with values-aligned aggregators like food hubs, when they help meet the needs of both farmers and members.
8. Organic & Ecological
Every farm we source from is either certified organic or meets our no-chemicals, no banned substances standards. In fact, they go beyond organic, embracing regenerative and ecological practices that support pollinators, restore soil health, and conserve water resources. It’s not just about what’s not used—our farm partners steward their land for generations to come.
9. Changemakers and Collaborations
Our food system must change– and that takes curiosity, courage, and collaboration. We partner with those who act today in order to shape tomorrow, bringing bold ideas to market– from regenerative farming and climate-smart crops to compostable packaging and low-carbon delivery. We source from farms that are leading the way.
(This story also appears in the July 17 edition of the Rootstock Gazette)
