Roots Of Peace

What Roots Of Peace does

Roots of Peace is a 501(c)(3) nonprofit organization (Tax ID 68-0442399) founded in 1997 and headquartered at 48 Fernwood Way, San Rafael, California. It designs and builds integrated agricultural trade systems in fragile and transition economies, operating country programs in Afghanistan (since 2003), Vietnam (since 2010), and Guatemala (since 2021). The organization's core methodology is a five-step system-integration approach: identify binding constraints, align and sequence system functions, deploy catalytic capital to remove barriers, transfer leadership to local actors, and execute a planned exit when performance holds independently. It works through local operators, producer organizations, traders, processors, and public institutions rather than parallel project structures, and is best characterized as a system integrator rather than a direct implementer of isolated interventions.

The core "products" are three country programs, each anchored by a distinct technical model. The CHAMP (Commercial Horticulture and Agricultural Marketing Program) in Afghanistan spans more than two dozen value chains (grapes, cherries, apricots, apples, almonds, pomegranates, potatoes) and has established approximately six million trees, created over 20,000 full-time jobs, and facilitated more than $500 million in agricultural exports. The Vietnam program in Quang Tri province couples de-mining (with partner MAG) with farmer training and high-value crop cultivation, reaching 3,850 families. The Guatemala Western Highlands program uses locally designed irrigation systems, demonstration plots, and agroforestry models to enable double harvest cycles and high-value crop transitions, with reported 8X income increases for participating farmers. Notable technical components include concrete-and-rebar grape trellising, underground cool-storage cellars, improved raisin-drying facilities, and agroforestry shade-tree systems using allspice, avocado, or macadamia.

Roots of Peace generates no commercial revenue. Its revenue model is entirely grant- and donation-funded: institutional grants from USAID, the US Department of State, the US Department of Defense, the United Nations, the World Bank, the Asian Development Bank, and USDA; philanthropic grants from the Skoll Foundation and Rotary; and a diversified base of individual donations, recurring monthly gifts, vehicle donations, estate planning gifts, and corporate matching gift programs (with 500+ participating companies). Go-to-market is therefore donor-relations-driven rather than sales-driven, and the "customer" base in the traditional sense is thousands of smallholder farmers receiving program services at no cost. The organization is led by founder Heidi Kuhn (2023 World Food Prize Laureate), Co-Founder Gary Kuhn, CEO Tucker Kuhn, and CFO Job Quesada, with country leadership and a board including Ambassador Kenneth Quinn, Tina Fordham, and others.

Name

Roots Of Peace

Legal name

Roots of Peace

Website

https://rootsofpeace.org

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Roots of Peace is a 501(c)(3) nonprofit founded in 1997 that designs and builds integrated agricultural trade systems in fragile economies, operating country programs in Afghanistan, Vietnam, and Guatemala. It works through local institutions to deliver sustained income growth for smallholder farmers and is funded by institutional grants, foundation gifts, and individual donations.

Ownership category

akta.pro rank

Product category

Agricultural Development Services

NAICS

Farm Management Services (115116), Support Activities for Crop Production (11511)

SIC

Agricultural Services (700)

akta.pro primary industry

Agriculture & Food Security Development (BPAGABAB)

akta.pro secondary industries

Rural Livelihoods & Economic Empowerment (BPAGABAA), Sustainable Agriculture & Food Systems (BPAGAGAI), Sustainable Agriculture & Food Systems (Fair Trade, Food Access, Regenerative) (BPAGALAD), Humanitarian-Development-Peace Nexus & Resilience Programming (BPADAEAK)

Keywords

• Agricultural development programs
• Smallholder farmer support
• Value chain integration
• Post-conflict rehabilitation
• Landmine clearance services

Headquarters

HQ city

San Rafael

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Donations and Charitable Contributions: Roots of Peace operates as a registered nonprofit organization (Tax ID 68-0442399) funded primarily through charitable donations from individuals, corporations, and foundations. The organization offers multiple giving mechanisms including one-time donations, monthly recurring contributions, vehicle donations, estate planning, and birthday pledges.
2. Institutional Grants: Major funding from government agencies and multilateral organizations including USAID, Department of Defense, Department of State, United Nations, Asian Development Bank, World Bank, and USDA. Also receives support from foundations such as Skoll Foundation and Rotary.
3. Corporate Matching Gifts: Employee matching gift programs through numerous corporations where employers match employee donations to Roots of Peace, effectively doubling individual contributions.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Roots of Peace is a nonprofit agricultural development organization that designs and builds integrated agricultural trade systems in fragile and transition economies. The organization operates as a system integrator, sequencing interventions across soil, water, inputs, markets, and capital to deliver sustained income growth for smallholder farmers in Afghanistan, Guatemala, and Vietnam. Core offerings include country-specific agricultural development programs featuring the CHAMP (Commercial Horticulture and Agricultural Marketing Program) model, SHADE program, and a planned-exit methodology that transfers leadership to local institutions.

Product overview

Roots of Peace is an agricultural development nonprofit organization (not a technology company) that operates as a system integrator, designing and building integrated agricultural trade systems in fragile and transition contexts. The organization offers agricultural development programs across three country operations (Afghanistan, Guatemala, Vietnam) rather than traditional software products or modules. Their core methodology involves a five-step approach: identifying binding constraints, sequencing system functions, deploying catalytic capital, transferring leadership to local institutions, and planned exit. Programs include the CHAMP (Commercial Horticulture and Agricultural Marketing Program) in Afghanistan with value chains for grapes, cherries, apricots, apples, almonds, pomegranates, and potatoes; irrigation-based programs in Guatemala's Western Highlands; and agricultural transformation programs in Vietnam's Quang Tri province.

Differentiator

Problem solved

Functional benefit

Products and services

• Afghanistan Agricultural Development Program
• Guatemala Western Highlands Program
• Vietnam Quang Tri Province Program
• CHAMP (Commercial Horticulture and Agricultural Marketing Program)
• SHADE Program (Vietnam)

Quantifiable outcome

• 400% income increase for Afghan grape farmers through trellising
• +7 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Mines Advisory Group (MAG)coreStrategic or Co-development PartnerInternational humanitarian organization clearing landmines and unexploded ordnance. Partners with Roots of Peace to clear contaminated land in Vietnam (Quang Tri province) before agricultural development can proceed, enabling farmers to work safely.
• USDAcoreStrategic or Co-development PartnerTechnical and funding partner providing agricultural expertise including best practices manuals, marketing guides, and production standards developed in collaboration with UC Davis for Afghan agricultural products.
• Vietnamese GovernmentcoreImplementation/ SI/ Consulting PartnerPartnership with Vietnamese government to train extension workers in ROP best practices, minimizing costs and building local government capacity. Over 100 community leaders and government extension workers trained directly.
• Harmony FoundationcoreStrategic or Co-development PartnerIndian nonprofit organization collaborating with Heidi Kuhn on the peace campaign, including planting white rose bushes at educational institutions in Mumbai as part of the Global Peace Foundation initiative.
• Global Peace FoundationcoreStrategic or Co-development PartnerOrganization launched by Heidi Kuhn during the Borlaug Dialogue in October 2025 to promote peace through agriculture and support women farmers worldwide. Linked to White Rose Campaign initiatives.
• Morton and Bassett SpicesminorStrategic or Co-development PartnerSan Francisco-based spice company partnering with Roots of Peace on market development and quality sourcing for Afghan agricultural products.
• Robert Mondavi WineryminorStrategic or Co-development PartnerCalifornia winery supporting Roots of Peace through corporate giving and potentially providing expertise in viticulture and market access for Afghan grape producers.
• Grgich HillsminorStrategic or Co-development PartnerNapa Valley winery supporting Roots of Peace agricultural development programs through corporate philanthropy.
• DarioushminorStrategic or Co-development PartnerNapa Valley winery supporting Roots of Peace through corporate giving programs.
• World Trade Center UtahminorStrategic or Co-development PartnerTrade organization supporting Roots of Peace export development and market access initiatives for Afghan agricultural products.

Scale indicators13 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Mercy Corps: Mercy Corps is a large global humanitarian and development organization with substantial agricultural and economic recovery programs in fragile states. It is comparable as a broader incumbent that includes agricultural development as part of a wider humanitarian portfolio, including Afghanistan and Guatemala programs.
• Catholic Relief Services (CRS): Catholic Relief Services is one of the largest U.S.-based humanitarian and development NGOs with extensive agriculture and livelihoods programming in fragile states, including Afghanistan and Guatemala. It is a broad incumbent operating at significantly larger scale but with comparable agricultural value chain and rural livelihoods work.
• Land O'Lakes International Development: Land O'Lakes International Development is the nonprofit international development arm of Land O'Lakes, Inc., implementing agricultural programs in developing countries with USDA and USAID funding. It is a broader incumbent with overlapping smallholder dairy, crop, and cooperative development programs.

Direct peers

• Heifer International: Heifer International is a global nonprofit working to end hunger and poverty through sustainable agriculture and livestock development for smallholder farmers. It shares Roots of Peace's donor-funded nonprofit structure, smallholder focus, and multi-country implementation footprint.
• TechnoServe: TechnoServe works with enterprising people in the developing world to build competitive farms, businesses, and industries. It is comparable as a nonprofit agricultural development organization focused on smallholder income growth and market system development in low-income economies.
• ACDI/VOCA: ACDI/VOCA is a global development organization implementing market-driven agricultural and economic development programs in fragile and transition economies. It shares Roots of Peace's focus on smallholder value chains, system integration, and donor-funded program delivery through USAID, USDA, and multilateral funders.
• Winrock International: Winrock International is a nonprofit that implements agricultural development, natural resource management, and economic empowerment programs in developing countries. It is closely comparable as a U.S.-headquartered INGO with USAID cooperative agreements and a focus on smallholder farmer income growth across multiple fragile contexts.
• Self Help Africa: Self Help Africa is an international development NGO implementing agriculture, climate adaptation, and enterprise programs for smallholder farming families in Africa. It is comparable in mission, donor base, and rural livelihoods focus on smallholder farmer income growth.
• Cultivating New Frontiers in Agriculture (CNFA): CNFA is an agricultural development nonprofit working across Africa, Asia, and Eastern Europe to build sustainable agricultural systems and smallholder market access. Its farmer-to-market value chain approach and USAID partnership profile make it a near-direct peer.

Emerging players

• One Acre Fund: One Acre Fund is a fast-growing nonprofit social enterprise serving smallholder farmers in Sub-Saharan Africa with inputs, financing, training, and market access. It shares the smallholder system-integration thesis but operates on a larger smallholder per-program scale and a more commercialized model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/RootsofPeace

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roots Of Peace