Roots Food Group
Roots Food Group is a Dallas-based, privately held medically tailored meal manufacturer that delivers chef-prepared, dietitian-approved, insurance-covered ready-to-heat meals to individuals with chronic conditions, post-discharge recovery needs, and CalAIM/Medi-Cal eligibility across the Continental US.
- Company typePrivate
- Founded2020
- HeadquartersDallas, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Roots Food Group does
Roots Food Group is a Dallas, Texas-based privately held food manufacturer and medically tailored meal (MTM) delivery company operating under Roots Group Holdings, LLC. The company produces chef-prepared, dietitian-approved, ready-to-heat meals designed for individuals managing chronic health conditions (diabetes, kidney disease, heart disease), post-discharge recovery, and other medical dietary needs. Its core technology centers on clinical nutritional formulations validated by licensed dietitians, packaged in a ready-to-heat format that requires no preparation, cooking, or cleanup. The company is HIPAA-compliant and holds a separate CCPA-compliant privacy posture.
The company operates two distribution channels. The primary channel is insurance-covered home delivery, where meals are reimbursed by health plans, Medicare Advantage, and California's CalAIM/Medi-Cal program for qualifying members. Customer acquisition is driven by healthcare provider referrals, case manager recommendations, and direct-to-consumer digital marketing. The secondary channel is a self-pay direct-to-consumer e-commerce storefront, NutriDurance (nutridurance.com), for individuals who do not qualify for insurance coverage. The company employs 51-100 people, serves the Continental United States (excluding Alaska, Hawaii, US Territories, and international locations), and was rebranded from rfoodx.com to rootsfoodgroup.com effective March 1, 2024.
Roots Food Group's revenue model is predominantly subscription/recurring via payer reimbursement, with one-time self-pay purchases through NutriDurance. The business is structured as a B2B2C model where health plans, state Medicaid programs, and healthcare providers serve as the institutional buyers, and individual patients are the end consumers. The company is led by Robert T. Jones (CEO), Grant Lorsung (CXO/COO), and Austin Fogerty (Chief of Staff). No institutional funding rounds, M&A activity, patents, or external investor relationships are disclosed in the available source material.
Roots Food Group firmographics
Firmographics- Name
- Roots Food Group
- Legal name
- Roots Group Holdings, LLC
- Website
- https://rootsfoodgroup.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Roots Food Group is a Dallas-based, privately held medically tailored meal manufacturer that delivers chef-prepared, dietitian-approved, insurance-covered ready-to-heat meals to individuals with chronic conditions, post-discharge recovery needs, and CalAIM/Medi-Cal eligibility across the Continental US.
- Ownership category
- akta.pro rank
Roots Food Group industry classification
Industry- Product category
- Medically Tailored Meal Manufacturing
- NAICS
- Special Food Services (7223), Food Service Contractors (72231)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium) (AFAKAJAD)
- akta.pro secondary industry
- Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD)
Keywords
Where Roots Food Group is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Roots Food Group business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Insurance-Covered Meal Delivery: Roots Food Group provides medically tailored meals that are covered by health insurance for qualifying individuals with chronic conditions, post-discharge recovery needs, and those enrolled in eligible health plans or state programs like Medi-Cal. Revenue is generated through insurance reimbursement and payer contracts.
- Direct-to-Consumer Meal Sales: The company also offers direct purchase options through their separate website (nutridurance.com) for self-pay customers who may not qualify for insurance coverage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Insurance-covered meals for qualifying individuals |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Roots Food Group product offering
Product offeringCore offering
Roots Food Group produces and delivers chef-prepared, dietitian-approved ready-to-heat meals formulated for individuals managing chronic health conditions (diabetes, kidney disease, heart conditions) and post-discharge recovery. The meals are covered by insurance, health plans, and state Medicaid programs (including CalAIM/Medi-Cal) for qualifying members, and the company also sells meals directly to self-pay consumers through its NutriDurance storefront.
Product overview
Roots Food Group operates as a medically tailored meal (MTM) delivery service offering chef-prepared, dietitian-approved ready-to-heat meals covered by insurance for individuals with chronic conditions, post-discharge recovery needs, and other qualifying medical requirements. The core offering consists of medically tailored meals organized into Breakfast and Entrée categories, with specialized CalAIM Meal Plans for California Medi-Cal members. The company also maintains a separate direct-to-consumer store (NutriDurance) for self-pay customers. A health and nutrition blog provides educational content on wellness topics.
Differentiator
Problem solved
Functional benefit
Products and services
- Medically Tailored Meals Chef-prepared, dietitian-approved ready-to-heat meals designed for individuals managing chronic conditions, post-discharge recovery, and other medical dietary needs. Meals are covered by insurance for qualifying individuals.
- CalAIM Meal Plans Specialized medically tailored meal plans offered under California's CalAIM (California Advancing and Innovating Medi-Cal) initiative, providing meals to Medi-Cal members with qualifying health conditions.
- NutriDurance Self-Pay Meal Storefront Separate direct-to-consumer e-commerce platform (nutridurance.com) that allows self-pay customers to purchase the company's medically tailored meals without insurance qualification.
Quantifiable outcome
- Meals approved by licensed dietitians for specific health conditions
Companies that use Roots Food Group
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Roots Food Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Roots Food Group partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and major.
- CalAIM (California Advancing and Innovating Medi-Cal)coreRoots Food Group partners with California's CalAIM program to provide medically tailored meals to qualifying Medi-Cal members. CalAIM is a statewide managed care program that covers meal benefits for individuals with chronic conditions, post-discharge recovery needs, and other qualifying circumstances. This partnership enables the company to serve eligible California residents with meals covered by the state Medicaid program.
- Health Plans and Insurance ProviderscoreRoots Food Group has partnerships with various health insurance plans that cover medically tailored meals as a benefit for qualifying members. These health plan partnerships allow the company to provide meals to members whose plans include nutrition intervention benefits for chronic disease management and recovery programs.
- Healthcare Providers and Case ManagersmajorThe company works with healthcare providers including doctors, nurses, case managers, and dietitians who refer patients to the meal program. Healthcare professionals can recommend or prescribe medically tailored meals for patients with qualifying conditions, and the company coordinates with providers to ensure appropriate meal selections based on patients' health needs.
Recent moves5 records
Expansion highlights5 records
Roots Food Group competitors and assessment
Company assessmentDirect peers
- ModifyHealth: ModifyHealth delivers medically tailored meals for chronic conditions including IBD, diabetes, and kidney disease, often covered by insurance. It is a direct peer in condition-specific ready-to-heat meals with payer reimbursement.
- Mom's Meals (PurFoods): Mom's Meals is the largest U.S. provider of medically tailored meals, delivering condition-specific ready-to-heat meals covered by Medicare Advantage, Medicaid, and dual-eligible plans. It is the most direct competitor to Roots Food Group in the MTM category.
- Project Angel Food: Project Angel Food is a Los Angeles-based nonprofit that prepares and home-delivers medically tailored meals to critically ill residents, primarily in California. It competes for the same CalAIM and Medi-Cal contracts Roots Food Group serves.
- Performance Kitchen by Theralogix: Performance Kitchen offers condition-specific ready-to-heat meals marketed to patients with diabetes, kidney disease, and other chronic conditions. It is a comparable MTM peer with clinical positioning and DTC channels.
- GA Foods: GA Foods is a Florida-based prepared meal manufacturer and distributor specializing in nutritionally tailored meals for healthcare, senior nutrition, and government-funded programs. It overlaps directly with Roots Food Group's payer-funded MTM model.
- Epicured: Epicured provides medically tailored meals for chronic conditions with a focus on gastroenterology, autoimmune, and oncology patients, working with payers and providers. Direct overlap with Roots Food Group's clinical nutrition positioning.
Emerging players
- Fresh n Lean: Fresh n Lean is a prepared meal delivery service offering condition-specific meal plans (e.g., keto, paleo, Whole30) via subscription. Adjacent peer with overlapping prepared-meal logistics and a self-pay subscription channel.
- CookUnity: CookUnity is a chef-prepared prepared-meal subscription service with a DTC subscription model. While not medically tailored, it overlaps in ready-to-heat meal delivery infrastructure and consumer-facing subscription mechanics.
Broad incumbents
- Abbott Nutrition: Abbott's nutrition division produces medical foods and oral nutritional supplements (Ensure, Glucerna) widely used in clinical settings and chronic disease management. It is a broad incumbent that competes for clinical nutrition dollars but does not deliver ready-to-eat meals.
- Nestlé Health Science: Nestlé Health Science is a global medical nutrition business offering condition-specific products (e.g., BOOST, Peptamen) and increasingly food-service nutrition. It is a broad incumbent that competes for the same clinical nutrition wallet share, particularly in payer channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Roots Food Group social profiles
Digital presenceRoots Food Group compliance and trust
Trust signalCompliance2 records
Roots Food Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roots Food Group leadership team
Management profileNumber of profiles
Profiles3 records
Roots Food Group funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roots Food Group 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 Roots Food Group
What does Roots Food Group do?
Roots Food Group produces and delivers chef-prepared, dietitian-approved ready-to-heat meals formulated for individuals managing chronic health conditions (diabetes, kidney disease, heart conditions) and post-discharge recovery. The meals are covered by insurance, health plans, and state Medicaid programs (including CalAIM/Medi-Cal) for qualifying members, and the company also sells meals directly to self-pay consumers through its NutriDurance storefront.
Is Roots Food Group a public or private company?
Roots Food Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Roots Food Group founded?
Roots Food Group was founded in 2020. It employs 51 to 100 people.
Where is Roots Food Group based?
Roots Food Group is headquartered in Dallas, United States, in the North America region.
How does Roots Food Group make money?
Two revenue lines are on record. Insurance-Covered Meal Delivery is the primary driver. The others are direct-to-Consumer Meal Sales.
Who are Roots Food Group's main competitors?
Direct peers on record are ModifyHealth, Mom's Meals (PurFoods), Project Angel Food, Performance Kitchen by Theralogix, GA Foods and Epicured. Emerging players are Fresh n Lean and CookUnity. Broad incumbents are Abbott Nutrition and Nestlé Health Science.
Does Roots Food Group have an API?
No public API is recorded for Roots Food Group.
What industry is Roots Food Group in?
Roots Food Group's product category is Medically Tailored Meal Manufacturing. Its primary akta.pro industry code is AFAKAJAD, Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium), with a secondary code of CRAHAJAD, Prepared Meal Subscriptions (Chef-Prepared, Recurring). Its NAICS code is 7223 and its SIC code is 2090.