Just Roots
Just Roots is a 501(c)(3) nonprofit operating a 5–7 acre community farm in Greenfield, Massachusetts, running the state's largest low-income CSA program and a healthcare-funded Farm to Family delivery program serving food-insecure MassHealth patients statewide.
- Company typePrivate
- Founded2011
- HeadquartersGreenfield, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Just Roots does
Just Roots is a 501(c)(3) nonprofit community farm organization founded in 2011 and headquartered in Greenfield, Massachusetts. The organization operates approximately 5–7 acres of agricultural land where it grows roughly 60 types of vegetables, small fruits, and herbs using sustainable organic practices with OMRI-approved materials. Its core product is a Community Supported Agriculture (CSA) farm share program offering Full Shares ($800/20-week season) and Small Shares ($605), with sliding-scale income-qualifying tiers as low as $270 for SNAP/WIC/SSI recipients and integration with Massachusetts HIP rebates ($40–$80/month). The organization runs the Farm to Family program, delivering year-round CSA shares — including proteins, cookware, and nutrition supports — to food-insecure MassHealth patients referred through Massachusetts Accountable Care Organizations in partnership with five regional food access organizations.
The business model combines four revenue streams: recurring CSA subscriptions, individual and corporate donations (Spring Appeal targeting $45,000 annually), healthcare partnership funding through ACOs, and business sponsorships. Just Roots serves a primary segment of low-income and food-insecure individuals (SNAP, WIC, SSI recipients, and households below 130% of federal poverty level), with a secondary segment of general community members seeking local sustainable produce. Distribution occurs through multiple farm and community pickup locations, home delivery within 5 miles of downtown Greenfield for mobility-limited members, and statewide healthcare-channel delivery.
The organization's competitive position rests on its status as the largest low-income CSA provider in Massachusetts, peer-reviewed clinical evidence validating CSA as a health intervention (published in the American Journal of Public Health and American Journal of Preventive Medicine), and deep community roots including 60+ community garden plots and reciprocal partnerships with food justice organizations. The organization functions as a food access and food justice nonprofit rather than a technology company, with no AI/ML capabilities, app, or API in evidence. Revenue is not publicly disclosed, and the organization employs 11–50 staff with no venture capital or private equity backing.
Just Roots firmographics
Firmographics- Name
- Just Roots
- Legal name
- Just Roots
- Website
- https://justroots.org
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Just Roots is a 501(c)(3) nonprofit operating a 5–7 acre community farm in Greenfield, Massachusetts, running the state's largest low-income CSA program and a healthcare-funded Farm to Family delivery program serving food-insecure MassHealth patients statewide.
- Ownership category
- akta.pro rank
Just Roots industry classification
Industry- Product category
- Community Supported Agriculture
- NAICS
- Vegetable and Melon Farming (1112), Other Crop Farming (1119)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG)
- akta.pro secondary industries
- Farm-to-Consumer Produce Boxes / CSA Delivery (AFAIANAC), Sustainable Agriculture & Food Systems (BPAGAGAI), Sustainable Agriculture & Food Systems (Fair Trade, Food Access, Regenerative) (BPAGALAD)
Keywords
Where Just Roots is headquartered
LocationHeadquarters
- HQ city
- Greenfield
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Just Roots business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- CSA Farm Share Sales: Direct sales of CSA farm shares to community members at various price points including standard, sliding scale, and income-qualifying rates. Payment options include upfront payment, installment plans, and SNAP/HIP benefits.
- Donations and Fundraising: Individual and corporate donations through spring and other fundraising appeals. The organization aims to raise $45,000 from donors annually to bridge the gap between what participating families pay and the cost of growing food sustainably and paying a living wage.
- Healthcare Partnerships: Revenue from partnerships with Massachusetts Accountable Care Organizations through the Farm to Family program. MassHealth funding supports CSA deliveries to referred patients including produce, proteins, cookware, and nutrition supports.
- Business Sponsorships: Corporate sponsorships from local businesses at various levels to support community impact programs and events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Full Share - Standard Pricing |
| Subscription | Annual | Small Share - Standard Pricing |
| Subscription | Monthly | Full Share - Income-Qualifying |
| Subscription | Monthly | Small Share - Income-Qualifying |
| Unit Pricing | One time/ perpetual license | Extended Share Add-On |
| Subscription | Monthly | Payment Plans |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Just Roots product offering
Product offeringCore offering
Just Roots is a nonprofit community farm that sells Community Supported Agriculture (CSA) farm shares providing fresh, locally grown organic produce through subscription-based pickups and home delivery. The organization operates the largest low-income CSA program in Massachusetts, offering sliding-scale pricing, SNAP/HIP acceptance, and a Farm to Family program that delivers CSA shares to food-insecure MassHealth patients referred through healthcare providers. Supplemental offerings include community garden plots, online cooking workshops, and an extensive recipe database.
Product overview
Just Roots is a community farm organization offering a portfolio of food access programs centered on Community Supported Agriculture. The core offering is the CSA Farm Shares program, which provides fresh produce subscriptions with income-based sliding scale pricing. This is supplemented by the Farm to Family program delivering CSA shares to MassHealth patients through healthcare partnerships. Additional offerings include community garden plots, cooking workshops (Kitchen Intuition live Zoom sessions and pre-recorded Make Your Own workshops), and an extensive recipe database. The organization functions as a food access and food justice nonprofit rather than a technology product company.
Differentiator
Problem solved
Functional benefit
Brands
- Farm to Family: A program that provides CSA shares year-round to food-insecure MassHealth patients across Massachusetts, in collaboration with healthcare partners. Patients receive home deliveries of fresh local produce and proteins, cookware, and nutrition supports.
Products and services
- CSA Farm Shares Subscription-based Community Supported Agriculture farm share program offering fresh, locally grown organic produce through weekly pickups. Provides Full Share (9 items weekly) and Small Share (6 items weekly) options running 20 weeks from June through October, with optional Extended Season additions. Available at standard pricing, sliding-scale pricing, and income-qualifying subsidized tiers for SNAP/WIC/SSI recipients.
- Farm to Family Program Year-round CSA share program delivering fresh local produce and proteins to food-insecure MassHealth patients referred through healthcare providers. Includes CSA farm share, Ready Set Cook kitchen kits, and cooking support services, funded through Massachusetts Accountable Care Organizations.
- Community Garden Manages over 60 community garden plots at the Greenfield Community Farm with affordable pricing (some plots as low as $0), offering gardeners access to tools, water, resources, monthly gatherings, and a newsletter.
- Kitchen Intuition Online Cooking Workshops Free monthly online Zoom workshop series demonstrating recipes and cooking techniques using farm-fresh ingredients. Low-income or food-insecure participants can receive DIY ingredient kits; others can purchase kit ingredients independently.
- Make Your Own Online Workshops Pre-recorded kitchen skills video series covering topics such as making cider vinegar, vegetable stock, and basic fermentation using produce from Just Roots and World Farmers CSA shares.
Quantifiable outcome
- Subsidized CSA intervention increased Healthy Eating Index score by 4.3 points relative to control group (clinically meaningful improvement)
- +4 more outcomes
Companies that use Just Roots
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Just Roots technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Just Roots partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- Dr. Seth Berkowitz (University of North Carolina)coreAssociate Professor of Medicine at UNC Chapel Hill who designed and conducted the randomized clinical trial (2017-2018) studying CSA as a health intervention, publishing findings in peer-reviewed journals.
- Community Health Center of Franklin CountycoreFederally qualified community health center that served as the primary recruitment site for the CSA research study and is a CSA pickup location, with lab support from Baystate Franklin Medical Center.
- World FarmerscorePartner in the Farm to Family program, supporting immigrant and refugee farmers in growing fresh, culturally appropriate produce that is distributed through the CSA shares delivered to MassHealth patients.
- Food For FreecorePartner in the Farm to Family program that rescues food and redistributes it to those in need across Massachusetts, contributing to the distribution network for CSA shares.
- Berkshire BountycorePartner in the Farm to Family program advancing community food security through food rescue in Berkshire County, contributing to the regional food distribution network.
- Sustainable CapecorePartner in the Farm to Family program promoting local food access and education on Cape Cod, expanding geographic reach of the food is medicine initiative.
- Nourishing the North ShorecorePartner in the Farm to Family program ensuring equitable food access in northeastern Massachusetts, extending the program's regional coverage.
- Massachusetts Accountable Care Organizations (ACOs)coreHealthcare funding partners that refer MassHealth patients to the Farm to Family program. ACOs channel healthcare funding to provide CSA shares, proteins, cookware, and nutrition support to referred patients.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Just Roots competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Just Roots social profiles
Digital presenceJust Roots financial estimates
Financial estimateRevenue estimate
Valuation estimate
Just Roots leadership team
Management profileNumber of profiles
Just Roots funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Just Roots M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Just Roots
What does Just Roots do?
Just Roots is a nonprofit community farm that sells Community Supported Agriculture (CSA) farm shares providing fresh, locally grown organic produce through subscription-based pickups and home delivery. The organization operates the largest low-income CSA program in Massachusetts, offering sliding-scale pricing, SNAP/HIP acceptance, and a Farm to Family program that delivers CSA shares to food-insecure MassHealth patients referred through healthcare providers. Supplemental offerings include community garden plots, online cooking workshops, and an extensive recipe database.
Is Just Roots a public or private company?
Just Roots is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Just Roots founded?
Just Roots was founded in 2011. It employs 11 to 50 people.
Where is Just Roots based?
Just Roots is headquartered in Greenfield, United States, in the North America region.
How does Just Roots make money?
Four revenue lines are on record. CSA Farm Share Sales are the primary driver. The others are donations and Fundraising, healthcare Partnerships and business Sponsorships.
Does Just Roots have an API?
No public API is recorded for Just Roots.
What industry is Just Roots in?
Just Roots's product category is Community Supported Agriculture. Its primary akta.pro industry code is CRAHAHAG, Fresh Food Subscription/CSA & Produce Box Retail, with a secondary code of AFAIANAC, Farm-to-Consumer Produce Boxes / CSA Delivery. Its NAICS code is 1112 and its SIC code is 100.