Market Services for California’s Organic and Regenerative Growers

Making California a regenerative economy – education, advocacy and collaboration. Learn more

In partnership with

Regenerative California logo representing sustainable farming and organic berry deliveries in California

Our mission is to empower California’s regional farming communities to thrive economically in leading the transition to regenerative and organic agriculture.

We envision a food system rooted in regional communities, where farmers are empowered to grow organic, regenerative produce as the foundation of resilient, economic businesses.

In this system, a shorter, more local, and transparent value chain connects growers directly with the market and with enabling regional services and infrastructure. 

The Rootstock System Vision

Flowchart illustrating the food supply chain featuring 'Growers,' 'Suppliers,' 'Enabling Services,' 'Buyers,' and 'Eaters.' Growers categories include vegetables, fruits, herbs, grains, legumes, nuts, medicinal and aromatic items, oil seeds, and fibers. Buyers include groceries, retailers, brands, restaurants, wholesalers, schools, corporates, and direct to eater.
Infographic illustrating a supply chain in Spanish, with circles labeled 'Cultivadores,' 'Proveedores,' 'Compradores,' and 'Comensales.' Arrows show connections and facilitate services.

For Growers: A vision of a flexible platform to better connect with buyers, suppliers and services

  • Access to Inputs

  • Access to Markets

  • Access to Enabling Services

For Buyers: A vision of resilient, transparent sourcing of organic and regenerative produce

  • Assurance of Supply

  • Consistently High-Quality Produce

  • Efficient, Sustainable Supply Chains

Networked, regional hubs focused on local grower needs.

Initial opportunity assessment centered in Salinas Valley and neighboring regions.

Map of California with green dots indicating locations and yellow shading highlighting areas around the dots.

Core Principles

We believe…

Making the economics work and aligning incentives is critical.

Focusing on the needs of regional grower communities is the starting point.

People, community and entreprenurial spirit are at the heart of this.

Progress requires being pragmatic, not purist.

Local context is essential – one size doesn’t fit all and relationships matter.

Collaboration, partnerships, and coordination are a big opportunity.

There is no one playbook for growers – there are many models and pathways to success.

Starting with focused pilots, learning, adapting and scaling is a path to meaningful change.

We want to hear from you

Julia Sunderland
julia@rootstock.earth