Rooted Farmers
Rooted Farmers is a SaaS marketplace and inventory management platform serving small and mid-sized farms, hubs, and cooperatives, combining ecommerce, automated harvest/pack workflows, CRM, and a curated network of 7,500+ wholesale buyers across flowers and, since 2025, food.
- Company typePrivate
- Founded2019
- HeadquartersHanover, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Rooted Farmers does
Rooted Farmers, Inc. is a Delaware-incorporated SaaS company founded in 2019 and headquartered in Hanover, NH (P.O. Box 5547, Hanover, NH 03755), operating as a farm and hub 'supertool' that combines ecommerce, inventory management, analytics, and a curated online marketplace for small and mid-sized specialty farms, cooperatives, and food/flower hubs. The platform automates inventory management across retail and wholesale, generates dynamic harvest, pack, and receiving lists from sales orders, offers shoppable storefronts, in-app buyer messaging, CRM tooling, buyer segmentation with channel-specific pricing, and end-to-end sales tax management (via Avalara) and 1099 filing (via Stripe). A proprietary Rooted Range™ pricing tool leverages marketplace transaction data to give flower sellers category-level pricing benchmarks. The Rooted Marketplace connects farms and hubs with 7,500+ wholesale buyers (florists, designers, restaurants, grocers, institutions), and retail buyers access the platform for free.
The company operates a tiered subscription model: Farm Essentials at $14.50/month and Farm Pro at $31.25/month for individual farms, Hub Essentials at $30.75/month, Hub Pro at $58.25/month, and Hub Enterprise with custom multi-year pricing for collectives and cooperatives (with optional sponsorship of member-farm subscriptions). All seller plans are billed annually, and transaction fees of 7.9% + $0.30 (online credit card) and 5.5% + $0.30 (cash, check, off-platform) apply on orders through hubs. The team is remote-first with 1–10 employees spanning engineering, customer success, grants, data, and marketing, several of whom are active farmers or hub managers. Farmer-founded and bootstrapped with no disclosed institutional funding, Rooted Farmers launched nationwide in 2020 and expanded from flowers into food sellers in 2025, supported by partnerships with USDA, NIFA, NC State, UNH, Larta Institute, ASCFG, and Slow Flowers.
Rooted Farmers firmographics
Firmographics- Name
- Rooted Farmers
- Legal name
- Rooted Farmers, Inc.
- Website
- https://rootedfarmers.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Rooted Farmers is a SaaS marketplace and inventory management platform serving small and mid-sized farms, hubs, and cooperatives, combining ecommerce, automated harvest/pack workflows, CRM, and a curated network of 7,500+ wholesale buyers across flowers and, since 2025, food.
- Ownership category
- akta.pro rank
Rooted Farmers industry classification
Industry- Product category
- Farm Management Software
- NAICS
- Soil Preparation, Planting, and Cultivating (115112)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD)
- akta.pro secondary industry
- Supply Chain, Marketing & Contracting Advisory (Grain/Livestock Marketing) (AFACAJAH)
Keywords
Where Rooted Farmers is headquartered
LocationHeadquarters
- HQ city
- Hanover
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Rooted Farmers business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Plans: Tiered subscription plans for farms (Farm Essentials at $14.50/mo, Farm Pro at $31.25/mo) and hubs (Hub Essentials at $30.75/mo, Hub Pro at $58.25/mo, Hub Enterprise custom pricing). Billed annually.
- Transaction Fees: Transaction fees on orders: 7.9% + $0.30 per online credit card transaction; 5.5% + $0.30 per cash, check, or off-platform transaction. Revenue aligns platform success with farmer success.
- Hub Sponsorship Model: Hubs can sponsor member farm subscriptions. Participating farms receive $100 off their annual plan. Hub Enterprise plan provides custom pricing for high-volume complex operations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Farm Essentials: $14.50/mo (billed annually $174.00) |
| Subscription | Annual | Farm Pro: $31.25/mo (billed annually $375.00) |
| Subscription | Annual | Hub Essentials: $30.75/mo (billed annually $369.00) + transaction fees |
| Subscription | Annual | Hub Pro: $58.25/mo (billed annually $699.00) + transaction fees |
| Subscription | Multi-year contract | Hub Enterprise: Custom pricing |
| Freemium | Monthly | Buyer Accounts: Free |
| Transaction based/ take rate | Pay-as-you-go | Transaction Fees: 7.9% + $0.30 (credit card), 5.5% + $0.30 (cash/check/off-platform) |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Rooted Farmers product offering
Product offeringCore offering
Rooted Farmers is a SaaS platform that combines ecommerce, inventory management, and analytics tools for small and mid-sized farms and farm hubs/collectives. It operates a curated online marketplace connecting these farms with over 7,500 wholesale buyers including restaurants, florists, grocers, and designers. The platform is sold via tiered subscription plans (Farm Essentials, Farm Pro, Hub Essentials, Hub Pro, Hub Enterprise) with additional transaction-based fees on orders processed through the marketplace.
Product overview
Rooted Farmers is a SaaS-based farm and hub management platform that combines ecommerce capabilities with inventory management, analytics, and a curated online marketplace. The core offering consists of the Rooted Farmers Platform with its integrated Rooted Marketplace connecting local farms with wholesale buyers. The company offers tiered pricing plans for farms (Farm Essentials at $14.50/mo and Farm Pro at $31.25/mo) and hubs (Hub Essentials at $30.75/mo, Hub Pro at $58.25/mo, and Hub Enterprise with custom pricing). Key product modules include the Rooted Range™ Pricing Tool for flower pricing analytics, Automated Inventory Management, Instant Harvest and Pack Lists, CRM Tooling, Multi-farm Data Syncing, Pre-populated Product Database, Point of Sale Checkout, and Buyer Segmentation features. Additional offerings include educational content through Rooted Barn Talks and grant programs for qualifying hubs.
Differentiator
Problem solved
Functional benefit
Products and services
- Rooted Farmers Platform
- Rooted Marketplace
Companies that use Rooted Farmers
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles2 records
Rooted Farmers technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature12 records
Rooted Farmers partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- NC StatecoreAcademic partner collaborating on agricultural research and development. NC State's School of Agriculture provides expertise informing platform development for food and farming applications.
- SFS (Sustainable Farming Systems)minorPartner organization supporting sustainable agriculture education and practices that align with Rooted's mission to strengthen local food systems.
- Larta InstituteminorInnovation hub partner supporting agricultural technology development and commercialization, providing resources and mentorship for farm-focused tech solutions.
- USDAcoreUnited States Department of Agriculture partnership supporting farm-driven technology solutions. The USDA and NIFA work with Rooted to develop tools that benefit small and mid-size agricultural operations.
- SFF (Sustainable Flower Farm)minorPartner organization contributing to sustainable flower farming practices and platform development feedback.
- NIFA (National Institute of Food and Agriculture)coreNIFA partnership focused on developing farm-driven technology solutions through agricultural innovation programs, informing platform development for food and flower farming.
- UNH (University of New Hampshire)minorAcademic institution partner providing agricultural research and extension expertise that informs platform development for local farm operations.
- ASCFG (Association of Specialty Cut Flower Growers)minorIndustry association partner representing specialty cut flower growers, providing industry expertise and networking to inform platform features and farmer community building.
- StripecorePayment processing partner handling all credit card, ACH, and bank account payments. Stripe processes standard 2.9% + $0.30 per transaction. Rooted partners with Stripe to file 1099 tax forms for seller earnings.
- AvalaracoreSales tax automation integration. Avalara provides automated sales tax calculation and filing data based on order history, integrated into the Rooted platform.
- The Gardener's WorkshopminorEducational content partnership. The Gardener's Workshop collaborated with Rooted to create the 'Collectives 101' course and hosted the first Collective/Hub Educational Workshop.
- The Flower PodcastminorPodcast platform featuring regular episodes about Rooted Farmers platform, farmer stories, and local flower industry topics. Multiple Rooted team members and customers featured.
- Slow Flowers PodcastminorIndustry podcast focused on sustainable/floral design. Featured Rooted Farmers marketplace updates and founder interviews to reach local flower community.
Scale indicators10 records
Recent moves13 records
Expansion highlights6 records
Rooted Farmers competitors and assessment
Company assessmentDirect peers
- Barn2Door: Barn2Door is a SaaS platform that helps farmers sell direct via online storefronts, subscriptions, and local delivery — overlapping directly with Rooted's ecommerce + inventory management offering for small/mid-sized farms.
- Local Line: Local Line provides a farm-to-institution/wholesale platform for farms and food hubs with inventory, ordering, and delivery tools — a near-direct competitor to Rooted's hub and farm management functionality.
- Local Food Marketplace: Local Food Marketplace offers software for food hubs and farms to manage CSA, wholesale, and online sales — directly comparable to Rooted's hub aggregation and multi-farm storefront features.
- GrownBy: GrownBy is a farmer-owned CSA and farm-direct marketplace app focused on local food systems — closely aligned with Rooted's mission to support small farms, hubs, and cooperative selling models.
- CSAware: CSAware provides CSA and farm membership management software with subscriptions, member management, and online ordering — competing with Rooted in the local-food hub subscription/ordering space.
- FarmersWeb: FarmersWeb is a wholesale ordering platform connecting farms to restaurants and institutions — directly comparable to Rooted Marketplace's wholesale buyer enablement for small farms and hubs.
- Open Food Network: Open Food Network is a cooperative-owned platform enabling farms and food hubs to run online storefronts and local supply chains — overlapping Rooted's hub/collective model and small-farm e-commerce focus.
Broad incumbents
- Square for Restaurants / Square Online: Square offers POS, payments, and online store software widely used by small businesses including farms — a broader incumbent competing in payments, checkout, and basic storefront functionality where Rooted operates.
- Shopify: Shopify is the dominant general-purpose ecommerce platform that farms can use to build online stores — a broad incumbent that competes for the same farm-seller customers with vastly greater resources.
Regional players
- Mercato: Mercato operates an online grocery marketplace connecting independent food producers to consumers across the US — adjacent to Rooted's marketplace model but focused on grocery/consumer rather than wholesale florist/restaurant buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Rooted Farmers social profiles
Digital presenceRooted Farmers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rooted Farmers leadership team
Management profileNumber of profiles
Profiles4 records
Rooted Farmers funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rooted Farmers 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 Rooted Farmers
What does Rooted Farmers do?
Rooted Farmers is a SaaS platform that combines ecommerce, inventory management, and analytics tools for small and mid-sized farms and farm hubs/collectives. It operates a curated online marketplace connecting these farms with over 7,500 wholesale buyers including restaurants, florists, grocers, and designers. The platform is sold via tiered subscription plans (Farm Essentials, Farm Pro, Hub Essentials, Hub Pro, Hub Enterprise) with additional transaction-based fees on orders processed through the marketplace.
Is Rooted Farmers a public or private company?
Rooted Farmers is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rooted Farmers founded?
Rooted Farmers was founded in 2019. It employs 1 to 10 people.
Where is Rooted Farmers based?
Rooted Farmers is headquartered in Hanover, United States, in the North America region.
How does Rooted Farmers make money?
Three revenue lines are on record. Subscription Plans are the primary driver. The others are transaction Fees and hub Sponsorship Model.
Who are Rooted Farmers's main competitors?
Direct peers on record are Barn2Door, Local Line, Local Food Marketplace, GrownBy, CSAware, FarmersWeb and Open Food Network. Broad incumbents are Square for Restaurants / Square Online and Shopify. Mercato is listed as a regional player.
Does Rooted Farmers have an API?
No public API is recorded for Rooted Farmers.
What industry is Rooted Farmers in?
Rooted Farmers's product category is Farm Management Software. Its primary akta.pro industry code is AFABAMAD, Farm Management Information Systems (FMIS) & Digital Recordkeeping, with a secondary code of AFACAJAH, Supply Chain, Marketing & Contracting Advisory (Grain/Livestock Marketing). Its NAICS code is 115112 and its SIC code is 700.