Rooted Living

Northeastern University, D’Amore McKim School of Business

Industry: Food and Beverage

Founding Student Name(s): Rachel Domb

Brief Description of Solution: Rooted Living is an eco-friendly snack company aiming to make the wasteful snack industry more sustainable by offering plant-based snacks wrapped in 100% compostable packaging that breaks down in just 3 months.

Funding Dollars: $110,000

What led you to launch this venture? I launched Rooted Living because I wanted to create a healthier, more sustainable way to snack. As an athlete, I cared deeply about what I ate but noticed how much waste I was creating with packaging. Learning that nearly half of all plastic today is used for packaging drove my desire for change. Rooted Living combines my passion for plant-based food with my commitment to reducing waste by offering granola in compostable packaging, helping people snack in a way that supports both their health and the planet.

What has been your biggest accomplishment so far with venture? Winning the Women Who Empower Innovator Award has been my biggest accomplishment with Rooted Living. Along with the recognition, I received a $27,000 prize, which has been instrumental in helping me grow the business. This award not only provided financial support, but also offered mentorship and networking opportunities, connecting me with other inspiring entrepreneurs. It’s been a key milestone in Rooted Living’s journey toward offering sustainable, plant-based snacks and making a positive impact on the environment.

How has your business-related major helped you further this startup venture? My business-related major, The Sustainable Business of Food, has been instrumental in furthering Rooted Living. By creating this custom major, I was able to focus on the unique combination of business, public policy, environmental studies, and economics, all of which directly impact my work. This interdisciplinary approach has helped me better understand sustainable food systems, navigate the complexities of eco-friendly packaging, and build a business that aligns with both market demands and environmental responsibility. It gave me the tools to approach Rooted Living with a well-rounded perspective, essential for growing a mission-driven company.

10/19/22 – BOSTON, MA. – Rooted Living, an eco-friendly, plant-based snack company, stock photos on Wednesday, Oct. 19, 2022. Photo by Matthew Modoono/Northeastern University

Which business class has been most valuable in building your startup and what was the biggest lesson you gained from it? The most valuable class for building my startup has been Business Model Design and Innovation. The biggest lesson I gained from it is that you can have a great product, but without a great business model, you won’t have a scalable or sustainable business. Having focused so much on Rooted Living’s product and its importance in the landscape of unsustainable snacks, this class was a wake-up call for me to place the same importance on our unique and innovative growth strategy.

What business professor made a significant contribution to your plans and why? Mark Bernfeld made a significant contribution to my plans by completely shifting my perspective on math. I had always thought I was bad at it and was scared of anything math-related. But he empowered me by breaking things down in a way that made it simple and spoke my language. His teaching gave me the confidence to tackle the financial and analytical side of my business, which I had always found intimidating before.

What founder or entrepreneur inspired you to start your own entrepreneurial journey? How did he or she prove motivational to you? Ella Mills, founder of Deliciously Ella, was a huge inspiration for me to start my entrepreneurial journey. She was a pioneer of plant-based foods in the UK, starting with a blog where she shared her recipes, which is when I began following her. Over time, I watched her grow into the leading plant-based food company in the UK, with products in all major retailers. Watching her journey taught me so much about building a business from the ground up and empowered me at each step of my own path with Rooted Living.

What is your long-term goal with your startup? My long-term goal with Rooted Living is to become the number one trusted brand for healthy and sustainable packaged food, available in all major grocery stores across the U.S. I want to build a brand that families turn to for nourishing, plant-based snacks, while also setting a new standard for eco-friendly packaging. Ultimately, I aim for Rooted Living to compete with industry leaders like Purely Elizabeth and to create a movement where people don’t have to choose between good food and sustainability—they can have both.

How has your local startup ecosystem contributed to your venture’s development and success? The local startup ecosystem has been instrumental in Rooted Living’s growth and success. The Boston Public Market Incubator provided a unique opportunity where I won a monthly booth, helping us connect with local consumers. MassChallenge introduced me to amazing founders and mentors who offered invaluable support, while Startup Boston provided resources and allowed me to speak on a panel during Startup Boston Week. In 2024, Rooted Living was mentioned in The Boston Globe, won the Boston 25 Under 25 award, and claimed victory in the BostInno Bracket Challenge. These milestones have significantly raised our visibility and helped propel Rooted Living forward.

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