What TruRoots does

TruRoots Company™ is a privately held U.S. food and beverage corporate parent that operates three distinct consumer brands under one portfolio: R.W. Knudsen Family® (a fruit and vegetable juice brand established in 1961), Santa Cruz Organic® (an organic food and beverage brand originating in California's Santa Cruz mountains), and TruRoots® (an organic whole grain brand offering both sprouted and unsprouted products). The legal entity, TruRoots LLC, is headquartered in Orrville, Ohio, and the company employs between 51 and 100 people.

The company's core offering is shelf-stable, organic, and natural packaged food and beverage products, with positioning that emphasizes quality, integrity, taste, and sustainable production from "farm to fridge (or pantry)." It does not disclose proprietary technology, manufacturing processes, or AI/ML capabilities; the competitive position rests on brand heritage and category presence rather than any technical platform.

Commercially, the company follows a traditional branded CPG distribution model: products are sold through grocery stores, natural food retailers, and conventional retail channels nationwide to health-conscious consumers who seek organic, natural, and nutritionally credible products for daily nutrition, family meals, and healthy snacking. Pricing details, customer contracts, and revenue figures are not publicly disclosed, and no parent company, institutional investor, or acquirer is identified.

Name

TruRoots

Legal name

TruRoots LLC

Website

https://truroots.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

TruRoots Company™ is a U.S. private packaged-food parent owning three organic and natural CPG brands — R.W. Knudsen Family® juices, Santa Cruz Organic® foods, and TruRoots® sprouted grains — distributed through grocery and natural food retailers to health-conscious consumers nationwide.

Ownership category

akta.pro rank

Product category

Organic Food and Beverages

NAICS

Other Specialty Food Retailers (44529)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK)

akta.pro secondary industry

Organic & Natural Private Label & Brand Distribution (Wholesale) (AFAIAJAL)

Keywords

• Organic food products
• Fruit vegetable juices
• Organic whole grains
• Sprouted grain products
• Natural beverages

Headquarters

HQ city

Orrville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Distribution channels1 record

Core offering

TruRoots Company produces and sells organic food and beverage products through three branded sub-portfolios: R.W. Knudsen Family (fruit and vegetable juices since 1961), Santa Cruz Organic (organic products originating in California's Santa Cruz mountains), and TruRoots (organic whole grain products in both sprouted and unsprouted formats). The company manufactures, packages, and distributes these branded grocery items to end consumers through mainstream and natural food retail channels.

Product overview

TruRoots Company is a food and beverage company operating as a multi-brand portfolio under a unified corporate entity. The company encompasses three distinct sub-brands: R.W. Knudsen Family® (established 1961, specializing in fruit and vegetable juices), Santa Cruz Organic® (organic products from California orchards), and TruRoots® (organic whole grain, sprouted and unsprouted products). These brands are unified under the company's mission of producing delicious products that nourish from farm to fridge/pantry, grounded in passion, integrity, and quality.

Differentiator

Problem solved

Functional benefit

Brands

• R.W. Knudsen Family®: Since 1961, R.W. Knudsen Family® has been a pioneer in fruit and vegetable juices, setting the gold standard for quality, innovation, and taste.
• Santa Cruz Organic®
• TruRoots®

Products and services

• R.W. Knudsen Family A branded line of fruit and vegetable juices established in 1961, sold to health-conscious consumers through grocery and natural food retail channels.
• Santa Cruz Organic An organic food and beverage brand originating in the Santa Cruz mountains of California, offering organic products to consumers seeking natural, clean-label options.
• TruRoots A branded line of organic whole grain products, available in both sprouted and unsprouted formats, marketed to consumers seeking traditional, nutrient-dense whole grains with modern convenience.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights2 records

Broad incumbents

• B&G Foods: Public packaged food CPG holding company with a broad, multi-brand portfolio of shelf-stable foods. Comparable as a multi-brand CPG aggregator, though its category mix is wider and not exclusively organic/natural.

Direct peers

• Bob's Red Mill: Whole grain, sprouted, and organic grain/flour CPG brand with national natural and grocery distribution. Most direct peer to TruRoots' sprouted/unsprouted whole grain sub-brand, targeting the same better-for-you pantry consumer.
• Organic Valley: Farmer-owned organic food cooperative producing dairy, produce, and organic pantry items. Comparable in organic-only positioning, values-based brand, and natural + conventional grocery distribution.
• Amy's Kitchen: Privately held organic and vegetarian frozen/packaged food company with broad grocery distribution. Comparable as a mission-driven organic CPG brand selling through the same natural and conventional grocery channels as TruRoots' Santa Cruz Organic and TruRoots sub-brands.
• Newman's Own: Organic and natural food and beverage brand (pasta sauce, salad dressing, juice, snacks) with strong values-based positioning. Comparable in mission-led branding, organic/natural product mix, and presence in conventional grocery channels.
• Annie's Homegrown (General Mills): Organic/natural CPG brand portfolio (mac & cheese, snacks, baking) owned by General Mills. Highly comparable in positioning, target consumer (health-conscious families), and grocery channel mix, with broader resources as a CPG subsidiary.
• The Hain Celestial Group: Multi-brand organic and natural food and beverage CPG with juice, snacks, pantry, and baby food brands. Closest direct peer given overlapping categories (juice, organic pantry), similar multi-brand go-to-market, and shared health-conscious consumer base.

Others

• TreeHouse Foods: Private label packaged food manufacturer serving retail and foodservice customers. Relevant adjacency as a competitor/alternative for retailer organic private label production that pressures TruRoots' branded organic share.

Emerging players

• Suja Juice: Organic, cold-pressed juice and functional beverage brand with national natural and grocery distribution. Comparable in the organic juice/beverage category alongside R.W. Knudsen Family, though focused on the premium cold-pressed segment.
• Clif Bar & Company: Organic energy bars, snacks, and nutrition brand acquired by Mondelēz. Comparable in better-for-you/functional food positioning and natural food channel presence, though focused on bars and snacks rather than juice or grains.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/truRootsOrganic
• Facebookfacebook.com/truRoots
• LinkedInlinkedin.com/company/truroots-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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

Frequently asked questions about TruRoots