From the Ground Up
From the Ground Up is a US plant-based snack company (founded 2018, HQ Boonton, NJ) that produces certified gluten-free, vegan crackers, pretzels, stalks, and chips made from cauliflower and butternut squash, sold direct-to-consumer via Shopify and through major US retailers including Walmart, Costco, Kroger, and Amazon.
- Company typePrivate
- Founded2018
- HeadquartersFairfield, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What From the Ground Up does
From the Ground Up (legal entity Earthly Treats, Inc., DBA Real Food From The Ground Up) is a US-based plant-based snack company founded in 2018 and headquartered in Boonton, New Jersey. The company produces crackers, pretzels, puffed stalks, tortilla chips, and potato chips built on cauliflower, butternut squash, and cassava bases, with a proprietary blend of natural flavors and botanical extracts used to replicate dairy-style cheese profiles in 100% plant-based products. All SKUs are Non-GMO Project Verified, Gluten-Free Certified by GFCO, Certified Vegan, and most are OU Kosher.
The company operates a hybrid go-to-market model: direct-to-consumer e-commerce through a Shopify-powered storefront selling 6-pack and 12-pack bundles with free shipping, alongside broad third-party distribution spanning mass retail (Walmart, Costco, BJs), grocery (Kroger, ShopRite, FreshDirect), specialty/health (Thrive Market, iHerb, Vitacost, Fruitful Yield, Natura Market), online marketplaces (Amazon), quick-commerce platforms (GoPuff, Gorillas, Jokr, DashMart, Fridge No More), and subscription services (Misfits Market, Imperfect Foods, Hungryroot). Revenue is generated through one-time consumer purchases at retail and online wholesale and marketplace channels, with pricing disclosed only at the multi-pack bundle level.
The brand is led by founder Aaron Greenwald (CEO & President) and supports demand generation through an influencer-driven Snack Lover Ambassador Program, a recipe content blog, and earned media in health and lifestyle outlets. Manufacturing occurs in the USA and Europe, and the company holds a sister brand called YOU NEED THIS™. No institutional investors, funding rounds, or revenue figures are publicly disclosed; the company appears to be founder-owned and privately held.
From the Ground Up firmographics
Firmographics- Name
- From the Ground Up
- Legal name
- Earthly Treats, Inc.
- Website
- https://fromthegroundupsnacks.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- From the Ground Up is a US plant-based snack company (founded 2018, HQ Boonton, NJ) that produces certified gluten-free, vegan crackers, pretzels, stalks, and chips made from cauliflower and butternut squash, sold direct-to-consumer via Shopify and through major US retailers including Walmart, Costco, Kroger, and Amazon.
- Ownership category
- akta.pro rank
From the Ground Up industry classification
Industry- Product category
- Plant-based Better-for-You Snacks
- NAICS
- Cookie and Cracker Manufacturing (311821)
- SIC
- Cookies & Crackers (2052)
- akta.pro primary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
- akta.pro secondary industries
- Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE), Pretzels & Salted Snacks (CRADABAI)
Keywords
Where From the Ground Up is headquartered
LocationHeadquarters
- HQ city
- Fairfield
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
From the Ground Up business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales through their Shopify e-commerce platform with free shipping on all orders, selling multi-pack configurations (6-pack, 12-pack) of their snack products.
- Wholesale/Retail Distribution: Products sold through major retail chains, grocery stores, specialty health food retailers, and quick commerce platforms at wholesale pricing to distributors and retailers.
- Marketplace Sales: Sales through Amazon and other online marketplaces where products are listed and sold to consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Multi-pack snack boxes available in 6-pack and 12-pack configurations |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels7 records
From the Ground Up product offering
Product offeringCore offering
From the Ground Up manufactures and sells plant-based, gluten-free, and vegan salty snacks — crackers, pretzels, puffed stalks, tortilla chips, and potato chips — formulated with real cauliflower, butternut squash, cassava, and a 9-vegetable blend. Products are Non-GMO Project Verified, Certified Gluten-Free, Certified Vegan, and (most lines) OU Kosher, and are sold in over 20 flavor variants. The line targets consumers seeking better-for-you snack alternatives that do not compromise on taste or crunch.
Product overview
Real Food From The Ground Up is a plant-based, gluten-free, vegan snack brand featuring five product lines: Crackers, Pretzels, Stalks (puffed snacks), Tortilla Chips, and Potato Chips. All products are made with real cauliflower or butternut squash as primary ingredients, combined with cassava, vegetables, and natural flavors. Crackers and pretzels are baked, while stalks, tortilla chips, and potato chips are lightly fried in sunflower oil. The company offers over 20 flavor varieties across the product portfolio.
Differentiator
Problem solved
Functional benefit
Brands
- YOU NEED THIS™: Sister brand mentioned on the company's website.
Products and services
- Crackers
- Pretzels
- Stalks
- Tortilla Chips
- Potato Chips
Quantifiable outcome
- 4.8 out of 5 stars based on 2000+ Amazon reviews for Cheddar Cauliflower Crackers
- +2 more outcomes
Companies that use From the Ground Up
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
From the Ground Up technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature1 record
From the Ground Up partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, major and minor.
- KrogercoreMajor grocery chain retailer carrying Real Food From The Ground Up products in their stores across the United States.
- WalmartcoreMass retailer offering Real Food From The Ground Up products through their retail locations and online platform.
- CostcocoreWarehouse club retailer selling Real Food From The Ground Up products, likely in bulk multi-pack configurations.
- AmazoncorePrimary online marketplace for Real Food From The Ground Up products with dedicated storefront and product listings.
- Thrive MarketcoreMembership-based online grocery marketplace specializing in healthy and organic products, carrying Real Food From The Ground Up products.
- BJs WholesalemajorWarehouse club retailer offering Real Food From The Ground Up products in bulk quantities.
- FreshDirectmajorOnline grocery delivery service in the Northeastern US carrying Real Food From The Ground Up products.
- ShopRitemajorRegional grocery chain in the Northeastern US featuring Real Food From The Ground Up products.
- GoPuffminorQuick commerce platform for immediate delivery of snacks and convenience items.
- iHerbminorOnline retailer specializing in natural health products, carrying Real Food From The Ground Up.
- Misfits MarketminorSubscription service for imperfect and surplus produce and pantry items, featuring Real Food From The Ground Up products.
- Imperfect FoodsminorSubscription-based grocery service focusing on rescued and sustainable foods.
- ShopifycoreE-commerce platform powering the Real Food From The Ground Up website and online store, providing payment processing and transaction management through PCI-DSS compliant infrastructure.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
From the Ground Up competitors and assessment
Company assessmentDirect peers
- Sensible Portions (Veggie Straws): Sensible Portions makes vegetable-based puffed snacks (Veggie Straws, Veggie Chips) sold in the same mass, club, and grocery channels. Direct competitor in the 'veggie snack' positioning From the Ground Up occupies.
- Bare Snacks: Bare produces baked apple, banana, and coconut chips sold in better-for-you snack aisles. Same health-conscious consumer, similar non-GMO/gluten-free positioning, overlapping retail distribution.
- Rhythm Superfoods: Rhythm makes kale and beet chips targeting the same better-for-you snack consumer at health food retailers, club stores, and Amazon. Closely comparable scale and channel strategy.
- Simple Mills: Simple Mills produces almond flour crackers and snack products positioned on natural, allergen-free credentials. Direct head-to-head in the crackers sub-category and the 'better-for-you' snack set.
- Barnana: Barnana makes plantain and cassava-based snacks with organic and upcycled positioning. Comparable plant-based snack portfolio with overlapping Amazon, club, and natural food retail presence.
- Beanitos: Beanitos produces bean-based chips and puffs in the better-for-you snack category. Competes on similar non-GMO, gluten-free, plant-based attributes across natural and conventional retail.
- Mary's Gone Crackers: Mary's Gone Crackers manufactures gluten-free, vegan crackers sold through natural food retailers and mainstream grocery. Directly comparable on certifications and cracker category overlap.
Broad incumbents
- Stacy's Pita Chips (PepsiCo): Stacy's, owned by PepsiCo's Frito-Lay, is the dominant better-for-you cracker/chip brand with national DSD distribution. Represents the incumbent scale and trade-power benchmark From the Ground Up must compete against.
- Late July Snacks: Late July, owned by Campbell Soup Company (via Snyder's-Lance), produces organic crackers, chips, and pretzels. Competitor in the cracker/pretzel/healthy chip aisles with significantly larger distribution and marketing budget.
Emerging players
- Pipcorn Snacks: Pipcorn produces heirloom corn-based snacks targeting the same better-for-you snack consumer. Smaller scale but overlapping retail footprint at Sprouts, Whole Foods, and club stores.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
From the Ground Up social profiles
Digital presenceFrom the Ground Up compliance and trust
Trust signalCompliance4 records
From the Ground Up financial estimates
Financial estimateRevenue estimate
Valuation estimate
From the Ground Up leadership team
Management profileNumber of profiles
Profiles1 record
From the Ground Up funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
From the Ground Up 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 From the Ground Up
What does From the Ground Up do?
From the Ground Up manufactures and sells plant-based, gluten-free, and vegan salty snacks — crackers, pretzels, puffed stalks, tortilla chips, and potato chips — formulated with real cauliflower, butternut squash, cassava, and a 9-vegetable blend. Products are Non-GMO Project Verified, Certified Gluten-Free, Certified Vegan, and (most lines) OU Kosher, and are sold in over 20 flavor variants. The line targets consumers seeking better-for-you snack alternatives that do not compromise on taste or crunch.
Is From the Ground Up a public or private company?
From the Ground Up is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was From the Ground Up founded?
From the Ground Up was founded in 2018. It employs 11 to 50 people.
Where is From the Ground Up based?
From the Ground Up is headquartered in Fairfield, United States, in the North America region.
How does From the Ground Up make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale/Retail Distribution and marketplace Sales.
Who are From the Ground Up's main competitors?
Direct peers on record are Sensible Portions (Veggie Straws), Bare Snacks, Rhythm Superfoods, Simple Mills, Barnana, Beanitos and Mary's Gone Crackers. Broad incumbents are Stacy's Pita Chips (PepsiCo) and Late July Snacks. Pipcorn Snacks is listed as an emerging player.
Does From the Ground Up have an API?
No public API is recorded for From the Ground Up.
What industry is From the Ground Up in?
From the Ground Up's product category is Plant-based Better-for-You Snacks. Its primary akta.pro industry code is CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified), with a secondary code of CRADABAE, Chips & Savory Snacks (Potato, Tortilla, Extruded). Its NAICS code is 311821 and its SIC code is 2052.