Rooted

Co-Founder of Ancient Crunch (MASA Chips & Vandy), Steven Rofrano: Building the LVMH of Real Food

In this episode of Rooted, I sat down with Steven Rofrano, Co-Founder of Ancient Crunch (parent company of MASA Chips and Vandy Crisp). Ancient Crunch focuses on bringing back traditional ingredients and methods to everyday snacks using real food and a more ancestral approach. Steven shares how what started as a bet in Miami led him to make a chip himself made from tallow and corn and how that quickly turned into building out production from scratch. We also get into how his vision has expanded beyond one product into a portfolio of brands, and what it looks like to build what he calls the “LVMH of food” and the FritoLay of Real Food In just three years, they’ve scaled to over 400,000 bags per month, and are projected to continue on this growth path. We also discuss: * What gave them the conviction to go all in early * Why they’re building multiple brands instead of one * How they’re making ancestral eating feel modern and aspirational * What’s next for Ancient Crunch and the future of food I hope you enjoy this episode. If you haven’t tried either MASA Chips or Vandy Crisps, go check them out! They're sold

Co-Founders of Folkland Foods, Zack & Colton Troyer: Generational Farmers Building a Better-For-You CPG Product

In this episode of Rooted, I sat down with Colton and Zack Troyer, co-founders of Folkland Foods. Folkland is a farmer-founded food company built around regenerative agriculture, reconnecting people to where their food comes from, and doing things differently from the ground up. These two brothers grew up farming, traveling, and being shaped by a family that never followed the status quo. Colton and Zack share how their “maverick” grandfather, exposure to different cultures and flavors, and a deep connection to the land influenced both who they are today and the genesis of Folkland. We talk about how being literal boots-on-the-ground farmers gave them a unique advantage when starting a CPG brand and why that perspective shapes the decisions they make. We explore how Folkland is working to rebuild a connection to food for consumers and why now is the perfect moment to be building this type of company. We also dive into what they’ve learned since launching in Sprouts and how retail has shaped their growth. We also discuss: * What “doing things differently” looks like beyond just the business * How being farmers influences product quality and brand trust * What’s next for Folkland and their long-term vision * Where they see the future of food, health, and CPG heading I hope you enjoy this episode and if you care about where your food comes from, Folkland is a brand worth paying attention to. I personally can’t wait to check out their new tater tot this week!

Founder of Churn: Winding Journey to Creating a Chef-Inspired, Fun, Grass-Fed Butter

In this episode of Rooted, I sat down with Michael Tashman, founder of Churn. Churn is a butter company bringing excitement back to one of the most basic foods by focusing on quality, simplicity, and fun flavors, like Four Herb, Garlic & Shallot, Maple & Cinnamon, and more. Churn is built around 100% grass-fed butter made with no fillers, no shortcuts, and no BS. Michael shares his unconventional journey from playing football at the University of Miami, to attending culinary school and working at Blue Hill NY, to starting a CPG business.  We explore why Churn is winning in a category that isn’t typically seen as “innovative,” from making butter cool for the everyday consumer (not just chefs), to embracing the idea that we’re “getting back to our roots with our fats.” We also discuss: * How and where Churn sources its ingredients * Building a brand that is chef-inspired, healthy, and approachable * The story behind Churn’s Anchovy & Lemon Butter collaboration with Fishwife * What’s next for Churn and Michael’s long-term vision for the company & a lot more I hope you enjoy this episode and absolutely give Churn a try! You can find them in Target, Whole Foods, Costco, and more!

Founder of Rooted Restaurants, Lily Rivkin: Building a Transparent Healthy Restaurant in Public

In this episode of Rooted, I sat down with Lily Rivkin, founder of Rooted Restaurants. Yes, this is a Rooted x Rooted episode, because we share the same exact philosophy. Rooted is a fast-casual restaurant based in NYC built around transparency, simplicity, and trust in our food. Each meal uses seven ingredients or less, with every ingredient, down to the oils and spices, listed on their public-facing menu. Lily shares her journey from Yale, to working as a trader, to realizing through a series of experiences that food was her true passion. That realization ultimately led her to pursue an MBA at Wharton with the goal of opening Rooted. We explore why Rooted has gained traction so quickly, from Lily building in public on social media, to early partnerships with Alo, a Forbes feature, and well-known voices like Melissa Wood Health and Gary Brecka sharing the brand. We also discuss: * Sharing the behind-the-scenes realities of restaurant ownership on social media * How transparency builds trust and community * Where Rooted’s menu ideas come from and how Lily’s culinary background influences the food * Building community beyond the plate through events, partnerships, and catering * Lily’s long-term vision for Rooted and where she sees the future of food and wellness heading I hope you enjoy this episode and if you’re in NYC, make sure to check out Rooted.

Founder of Spindrift, Bill Creelman: Farm to Nationwide Beverage Brand

In this episode of Rooted, I spoke with Bill Creelman, the founder of Spindrift, the first sparkling water made with real squeezed fruit. Coming from a farming background, Bill has always had a respect for food, the land, and the people who grow it. That lens shaped everything about Spindrift. Long before “clean label” or “real ingredients” became industry buzzwords, he set out to create a beverage with complete transparency and simplicity, no natural flavors, no added sugars, just sparkling water and real fruit. He launched Spindrift right after graduating college with no safety net, no corporate training, just an entrepreneurial instinct and a desire to make something truly different. Over the years, he’s built not only a product people trust, but a brand that deeply connects with its community, from farmers in Sicily to loyal fans known as “Drifters” across the U.S. We talked about so much in this conversation, including: * His farming roots and early entrepreneurial mindset * The sourcing journey behind every ingredient * Strategic partnerships with places like Sweetgreen and Cava * How he’s creating a brand that leads with integrity, even in a saturated space * Spindrift’s collaboration with Kiss the Ground and passion for regenerative agriculture * The future of Spindrift and where Bill sees the wellness space heading next Bill’s commitment to doing things the right way, not just the easy way, is what makes Spindrift so special. I hope you enjoy it!