New Roots
New Roots is a 501c3 nonprofit that operates Fresh Stop Markets, bi-weekly pop-up farm-fresh produce markets serving limited-resource and SNAP-eligible households in food-insecure neighborhoods, using a custom mobile app for sliding-scale subscriptions and pre-paid farmer commitments.
- Company typePrivate
- Founded2010
- HeadquartersLouisville, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What New Roots does
New Roots is a 501c3 nonprofit organization founded in 2009/2010 in Louisville, Kentucky, that operates Fresh Stop Markets, a cooperative economics model delivering bi-weekly shares of local organic produce to food-insecure neighborhoods. Shareholders sign up through a custom iOS/Android mobile application that handles address-based market matching, income- and household-size-based sliding-scale pricing (from $6 to $40 per share), and automatic recurring payments two weeks in advance. Local organic farmers harvest and deliver produce to pop-up markets at churches, community centers, and businesses in fresh-food-insecure neighborhoods, where shareholders pick up 6-9 varieties of seasonal produce; SNAP/EBT is accepted. The pre-committed payment structure eliminates farmer risk and waste while guaranteeing shareholder access regardless of ability to pay, with 77% of Kentucky-era shares going to limited-resource or SNAP households and ~$160,000 per year flowing to local farmers. The organization ended direct Kentucky operations at the end of 2023 after 16 years and has since pivoted to a HUB model, licensing its playbook and mobile app to Sponsoring Organizations (nonprofits, businesses, hospitals) that operate markets in their own communities, with Atlantic City and Phillipsburg, NJ markets launching in 2025 via partnerships with C.R.O.P.S NJ and Norwescap. Revenue is composed of sliding-scale shareholder payments, individual donations, and grants from foundations including Whole Cities Foundation, Brown-Forman Foundation, Gheens Foundation, American Heart Association, USDA Southern SARE, and the NJ Economic Development Authority. The organization runs with a small core staff of three (Executive Director Karyn Moskowitz, Business Manager Amy Edgington, Asset Manager Travis Brown) plus a Board of Directors of up to 15 voting members.
New Roots firmographics
Firmographics- Name
- New Roots
- Legal name
- New Roots, Inc.
- Website
- https://newroots.org
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- New Roots is a 501c3 nonprofit that operates Fresh Stop Markets, bi-weekly pop-up farm-fresh produce markets serving limited-resource and SNAP-eligible households in food-insecure neighborhoods, using a custom mobile app for sliding-scale subscriptions and pre-paid farmer commitments.
- Ownership category
- akta.pro rank
New Roots industry classification
Industry- Product category
- Community Food Access / Food Justice
- NAICS
- Fruit and Vegetable Retailers (44523), Fruit and Vegetable Retailers (445230)
- SIC
- Retail-Food Stores (5400), Agricultural Services (700)
- akta.pro primary industry
- Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG)
- akta.pro secondary industries
- Sustainable Agriculture & Food Systems (Fair Trade, Food Access, Regenerative) (BPAGALAD), Farm-to-Consumer Cooperative Markets (Local Producer Co-ops) (CRAHALAG), Organic Produce & Farm Market Retail (CRAHAEAD)
Keywords
Where New Roots is headquartered
LocationHeadquarters
- HQ city
- Louisville
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
New Roots business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Shareholder Produce Shares: Shareholders pay for bi-weekly produce shares on a sliding scale ($6-$40). Payment is made two weeks in advance through automatic recurring payments via the mobile app. This provides consistent income for farmers with no risk or waste.
- Donations: Grassroots donations from individuals and organizations to cover operational costs including staff wages, app maintenance, market development support, and helping new Sponsoring Organization partners
- Grants and Foundation Funding: Grant funding from organizations including Whole Cities Foundation, Brown-Forman Foundation, Gheens Foundation, American Heart Association, and other donors for market development and operational support
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Sliding scale share pricing from $6 to $40 |
| Other | Pay-as-you-go | Free market option for those in need |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
New Roots product offering
Product offeringCore offering
New Roots operates Fresh Stop Markets, a food justice initiative where community-driven, volunteer-run farm-fresh food markets pop up bi-weekly at local churches, community centers, and businesses in fresh food insecure neighborhoods. Shareholders pre-pay on a sliding scale ($6-$40) for shares of 6-9 varieties of seasonal, local, organic produce sourced from regional farmers. Operations are supported by a custom iOS/Android mobile app that handles shareholder registration, income-based pricing, and recurring payments.
Product overview
New Roots operates Fresh Stop Markets as its core initiative—a food justice program where volunteer, community-driven farm-fresh food markets pop up bi-weekly at local churches, community centers, and businesses in fresh food insecure neighborhoods. The program is supported by the New Roots Fresh Stop Market mobile smartphone app, which handles shareholder registration with address-based market matching, income-based sliding scale pricing, automatic recurring payments, and share management. Together, the Fresh Stop Markets and mobile app form a cooperative economics model connecting local organic farmers directly to shareholders who pay in advance for seasonal produce shares.
Differentiator
Problem solved
Functional benefit
Brands
- Fresh Stop Markets: Community-driven, farm-fresh food markets that pop up bi-weekly at local churches, community centers and businesses in fresh food insecure neighborhoods. Shareholders commit to pay two weeks ahead of time on a sliding scale for a share of produce.
Products and services
- Fresh Stop Markets Community-driven, volunteer, farm-fresh food markets that pop up bi-weekly at local churches, community centers, and businesses in fresh food insecure neighborhoods. Shareholders pay two weeks in advance on a sliding scale ($6-$40) for a share of 6-9 varieties of seasonal, local, organic produce sourced from partner farmers.
- New Roots Fresh Stop Market Mobile App Custom mobile smartphone application for iOS and Android that guides shareholders to the closest Fresh Stop Market, processes signup with address, determines share pricing based on income and household size via sliding scale, manages automatic recurring payments, and allows skipping shares.
Quantifiable outcome
- 715 families (2145 individuals) accessing fresh produce annually with 77% from limited resources or SNAP
- +4 more outcomes
Companies that use New Roots
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
New Roots technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
New Roots partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- C.R.O.P.S NJcoreC.R.O.P.S NJ (Community Rebuilding Ourselves Producing Sustainability) of Atlantic City partnered with New Roots in early February 2025 to launch the first Fresh Stop Market under New Roots' new business model. They host the Atlantic City Fresh Stop Market at 167 S. Tennessee Avenue.
- NorwescapcoreNorwescap of Phillipsburg, NJ partnered with New Roots scheduled for June 2025 to operate a Fresh Stop Market. Norwescap is a community action partnership organization.
- Foodshed AllianceminorFoodshed Alliance of Hope, NJ is listed as a 2025 Sponsoring Organization partner of New Roots Fresh Stop Markets.
- Rootbound FarmcoreOwned by Bree Pearsall and Ben Abel in Oldham County, KY. Provides nearly 50% of the produce purchased by Fresh Stop Markets. 35% of their farm's income comes from New Roots. Started in 2010 as tenant farmers on 160 acres.
- Barr FarmcoreOperated by Adam and Rae Strobel Barr in Rhodelia, KY on land in Adam's family since 1835. Seventh-generation farm producing 40 different varieties of vegetables plus pasture-raised chickens and grass-fed cows.
- Valley Spirit FarmcoreBegan in 2015 by Monroe and Fiechter families on 118 acres in Henry County, KY. Grows exceptional produce, mushrooms and pastured meats including black angus cattle and pastured pork.
- Heine Brothers CoffeeminorLouisville coffee company that partnered with New Roots to help employees access Fresh Stop Market produce and support the market in making fresh food available to neighbors in the Portland Neighborhood.
- GE AppliancesminorCommunity partner providing support for Fresh Stop Markets.
- Hunts Berry Farmminor65-acre organic blueberry farm in Big Spring, KY owned by Bob and Linda Hunt. Provides blueberries during the six-week Kentucky blueberry season.
- AppleWorksminorOrchard in Trafalgar, Indiana founded in 1989 by Rick and Sarah Brown. Sells fruit directly to Fresh Stop Market shareholders.
- GrassCorpsminorFamily farm in Perry County, Indiana founded in 2001 by Stan and Martha Steckler. Provides pasture-raised eggs to Fresh Stop Markets.
- Stuckwish Family FarmsminorFourth-generation family farm in Vallonia, Indiana operated by Vernon, Lonn and Ryan Stuckwish. GAP certified and provides produce.
Scale indicators7 records
Recent moves8 records
Expansion highlights5 records
New Roots competitors and assessment
Company assessmentDirect peers
- Hungry Harvest: Produce subscription service that rescues surplus and misshapen produce and delivers it on a recurring basis, with a mission to address both food waste and food access. Combines CSA-style subscription with food access mission similar to New Roots.
- The Food Trust: Philadelphia-based nonprofit focused on increasing access to affordable, nutritious food through farmers markets, healthy corner stores, and food access programs. Operates at larger scale but addresses the same fresh food insecurity problem through market-based interventions.
- Farm Fresh To You: California-based organic produce subscription box delivering CSA-style shares directly to homes and offices. Comparable subscription mechanics and organic farm sourcing, though commercially rather than mission-oriented.
- Local Roots NYC: NYC-based CSA and produce delivery service offering weekly/bi-weekly farm shares with sliding scale options and focus on local farmer sourcing. Closest direct operational analogue to Fresh Stop Markets.
- Wholesome Wave: National nonprofit that pioneered Double Value SNAP incentive programs and partners with farmers markets and CSAs to increase fresh food access for low-income families. Directly comparable mission and CSA/farmers-market delivery model.
- Corbin Hill Food Project: NYC-based nonprofit running a similar CSA-style produce share program serving low-income communities with sliding scale pricing and pre-committed farmer payments. Operates on a comparable food justice model with share-based subscriptions.
Broad incumbents
- Misfits Market: National subscription produce delivery service focused on "ugly" and surplus produce. Operates at much larger scale than New Roots in produce subscription but is commercial rather than mission-driven and does not use a sliding scale or community market model.
- Imperfect Foods: Subscription-based grocery delivery service specializing in surplus and imperfect produce. Overlaps with New Roots on produce subscription mechanics but at vastly larger commercial scale and without the food access / sliding scale community model.
Emerging players
- Community Farm Alliance: Kentucky-based nonprofit partnering with New Roots on the Kentucky Double Dollars SNAP incentive program. Adjacent player in the same food access ecosystem with overlapping farmer and community networks.
Others
- Whole Cities Foundation: Foundation established by Whole Foods Market that funds nonprofits improving fresh food access. Listed as a New Roots donor and part of the broader funding ecosystem supporting food access nonprofits like New Roots.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
New Roots social profiles
Digital presenceNew Roots financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Roots leadership team
Management profileNumber of profiles
Profiles3 records
New Roots funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New 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 New Roots
What does New Roots do?
New Roots operates Fresh Stop Markets, a food justice initiative where community-driven, volunteer-run farm-fresh food markets pop up bi-weekly at local churches, community centers, and businesses in fresh food insecure neighborhoods. Shareholders pre-pay on a sliding scale ($6-$40) for shares of 6-9 varieties of seasonal, local, organic produce sourced from regional farmers. Operations are supported by a custom iOS/Android mobile app that handles shareholder registration, income-based pricing, and recurring payments.
Is New Roots a public or private company?
New Roots is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was New Roots founded?
New Roots was founded in 2010. It employs 1 to 10 people.
Where is New Roots based?
New Roots is headquartered in Louisville, United States, in the North America region.
How does New Roots make money?
Three revenue lines are on record. Shareholder Produce Shares are the primary driver. The others are donations and grants and Foundation Funding.
Who are New Roots's main competitors?
Direct peers on record are Hungry Harvest, The Food Trust, Farm Fresh To You, Local Roots NYC, Wholesome Wave and Corbin Hill Food Project. Broad incumbents are Misfits Market and Imperfect Foods. Community Farm Alliance is listed as an emerging player. Whole Cities Foundation is listed as an others.
Does New Roots have an API?
No public API is recorded for New Roots.
What industry is New Roots in?
New Roots's product category is Community Food Access / Food Justice. Its primary akta.pro industry code is CRAHAHAG, Fresh Food Subscription/CSA & Produce Box Retail, with a secondary code of BPAGALAD, Sustainable Agriculture & Food Systems (Fair Trade, Food Access, Regenerative). Its NAICS code is 44523 and its SIC code is 5400.