Market Services for California’s Organic and Regenerative Growers

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In partnership with

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

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.

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