Grassrootshealth

What Grassrootshealth does

GrassrootsHealth is a 501(c)(3) nonprofit public health research organization founded in 2007 by Carole Baggerly and headquartered in Encinitas, California. It runs a citizen-science-driven micronutrient research platform anchored by D*action, which it describes as the largest vitamin D public health intervention study, with more than 20,000 participants enrolled across multiple project arms. The organization sells home-administered dried blood spot test kits (priced at approximately $315 per kit) that participants self-collect and mail back, with results delivered alongside aggregated research outputs through the myData-myAnswers online portal. A Scientists' Panel of 48 vitamin D researchers and named clinical advisors provide scientific oversight and credibility.

The product surface has expanded beyond vitamin D into dedicated intervention projects — Protect Our Children NOW (implemented with MUSC), Breast Cancer Prevention, Type 1 Diabetes Prevention, Magnesium PLUS, and Immune Boost — as well as educational products including an updated 2026 eCourse and a YouTube channel (~562.7K views, ~4.9K subscribers). A D*Certified Practitioners program distributes protocols into clinical practice across 27+ countries, and institutional partnerships with UC San Diego School of Medicine, Select Health of South Carolina, Bio-Tech Pharmacal, PreventT1D.org, and the Helen Knoll Foundation embed the organization's testing protocols into research, pediatric, and supplement-distribution workflows.

Revenue mechanics are diversified across test kit sales, donations, small grants, course fees, and a Fullscript affiliate channel, with no public revenue disclosure and a 1–10 person operating staff. Recent strategic signals include a 2026 vitamin D summit in China, the new eCourse relaunch, and a refreshed leadership roster under Chairman & CEO Jamie Holcombe while founder Carole Baggerly remains involved. The organization does not disclose the use of AI/ML, operating primarily as a participant-data collection and research-dissemination platform rather than a technology product.

Name

Grassrootshealth

Legal name

GrassrootsHealth Nutrient Research Institute

Website

https://grassrootshealth.net

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

GrassrootsHealth is a 501(c)(3) nonprofit running large-scale citizen-science vitamin D and micronutrient research via home blood spot test kits, enrolling 20,000+ participants across multiple targeted public-health intervention projects worldwide.

Ownership category

akta.pro rank

Product category

Public Health Research and Nutrient Testing Services

NAICS

Voluntary Health Organizations (813212), Scientific Research and Development Services (5417)

SIC

In Vitro & In Vivo Diagnostic Substances (2835), Services-Health Services (8000), Services-Social Services (8300)

akta.pro primary industry

Disease-Specific Research & Support (e.g., Cancer, Diabetes, ALS) (BPAGACAA)

akta.pro secondary industries

Community Health, Prevention & Health Education (BPAGACAC), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Micronutrient Supplementation & Food Fortification Programs (EDACAMAD), Chronic Disease & Health Promotion Program Funding (HLAJALAJ)

Keywords

• Nutrient research services
• Citizen science platform
• Vitamin D education
• Home blood spot testing
• Public health research

Headquarters

HQ city

Encinitas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Home Test Kit Sales: Participants purchase vitamin D and other nutrient test kits (vitamin D test, Omega-3 Index, Magnesium Plus, Elements Panel, etc.) through the GrassrootsHealth website. Home blood spot test kits are mailed to participants who complete tests and receive results online.
2. D*action Enrollment Fees: Participants enroll in the D*action project and related studies (D*action+Omega-3, Breast Cancer Prevention, Type 1 Diabetes Prevention, Pregnancy projects) with associated testing and participation fees
3. Institutional/Clinic Implementations: Hospital and clinic implementations (such as Protect Our Children NOW at Medical University of South Carolina) where institutions fund vitamin D screening programs. Typically funded by location and/or insurance companies.
4. Donations: As a 501(c)(3) nonprofit, GrassrootsHealth accepts charitable donations to fund public health campaigns and research initiatives

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

GrassrootsHealth operates the D*action field trial, the world's largest public health intervention study on vitamin D, where participants self-subscribe, complete at-home finger-prick blood spot test kits, and receive personalized nutrient results (vitamin D, Omega-3 Index, magnesium, and other markers) alongside access to the myData-myAnswers online health portal for ongoing tracking and cohort comparison. The organization generates peer-reviewed research data while enabling individuals to monitor and optimize their nutrient levels for disease prevention, supported by a panel of 48 international vitamin D researchers and specialized projects targeting pregnancy, breast cancer, type 1 diabetes, and immune health.

Product overview

GrassrootsHealth is a 501(c)(3) nonprofit public health research organization that operates a citizen-science platform centered on nutrient testing and research. The core offering is the D*action field trial, the world's largest vitamin D public health intervention study, launched in 2007 with over 20,000 self-subscribed participants. The platform consists of home blood spot testing kits as the primary product, paired with an online personal health portal (myData-myAnswers) where participants track their nutrient levels and health outcomes. Multiple specialized research projects extend the core platform: D*action+Omega-3 adds omega-3 fatty acid testing; Magnesium PLUS Focus Project adds magnesium and thyroid testing; D*action Breast Cancer Prevention Study focuses on cancer risk; Protect our Children NOW! targets prenatal vitamin D optimization; and the Type 1 Diabetes Prevention Project tracks autoimmune markers. Supporting the testing products are a suite of calculators and converters (Vitamin D*Calculator, Omega-3 Index Calculator, Serum Level Converter, mcg to IU Converter) and a Custom Test Kit Builder for personalized nutrient panels. Healthcare practitioners can become certified through the Vitamin D*Education course approved for CME credits. All offerings work together to move vitamin D research into standard medical practice through evidence-based education and population-level data collection.

Differentiator

Problem solved

Functional benefit

Brands

• D*action: The world's largest vitamin D nutrient field trial - a 100% virtual public health intervention study where participants sign up via website, complete online health questionnaires, and use at-home blood spot tests.
• Protect Our Children NOW!
• D*action Breast Cancer Prevention Study
• Immune Boost Project
• Magnesium PLUS Focus Project
• D*action Type 1 Diabetes Prevention Project
• D*practitioners

Products and services

• D*action Vitamin D Field Trial The flagship citizen-science research project where participants enroll online, complete health questionnaires, and use home blood spot test kits to measure vitamin D levels (25(OH)D), generating research data while receiving personalized health feedback and access to the myData-myAnswers portal.
• D*action+Omega-3 An extension of the D*action project that adds Omega-3 fatty acid testing so participants can measure both vitamin D and omega-3 status through a single enrollment, with cohort comparison data.
• Protect Our Children NOW! (D*action Pregnancy Project) A prenatal vitamin D field trial for women starting at 12-17 weeks gestation that tests vitamin D levels at three time points during pregnancy to track outcomes related to preterm birth, gestational diabetes, and postpartum health.
• D*action Breast Cancer Prevention Study A five-year field trial for women 60 and older with no current cancer, monitoring vitamin D blood levels and health conditions every six months to study the relationship between vitamin D status and breast cancer prevention.
• D*action Type 1 Diabetes Prevention Project A research project for individuals not yet diagnosed with T1D but positive for one or more islet cell autoantibodies (IAA, GADA, IA-2A, ZnT8) or with family history of T1D, who track nutrient markers and autoantibody status every 3-6 months.
• Immune Boost Project A special initiative focused on achieving minimum vitamin D serum levels of 40-60 ng/ml and tracking immune health outcomes through home blood spot testing.
• Magnesium PLUS Focus Project A research project measuring magnesium levels alongside optional thyroid-stimulating hormone and Elements Panel tests to track nutrient status and thyroid health in participants.
• Home Blood Spot Test Kit (Custom Kit Builder) An at-home finger-prick blood spot test kit sold via the D*action e-commerce site; samples are mailed to certified lab partners and results are returned online within 7-10 days, with required vitamin D and optional add-on nutrient panels.
• Vitamin D*Education Course A continuing-education course for healthcare practitioners on vitamin D best practices, offered in partnership with UC San Diego and approved for CME/CEU credits; graduates become D*Certified Practitioners.

Quantifiable outcome

• 56% lower preterm birth risk for pregnant women with vitamin D >40 ng/ml vs <20 ng/ml (MUSC implementation)
• +4 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered minor and core.

• SPRITES of East County San DiegominorStrategic or Co-development Partner · 18 June 2021Community organization partnered with Helen Knoll Foundation and GrassrootsHealth D*action project for the 'Know YOUR Number' campaign to Stop Breast Cancer in East County San Diego.
• 48 World-Renowned Vitamin D ResearcherscoreStrategic or Co-development PartnerGrassrootsHealth has a partnership with 48 senior vitamin D researchers from around the world who contribute to operations, provide scientific oversight, and co-author research publications. This includes prominent researchers from UCSD, Harvard, Creighton University, Medical University of South Carolina, and other institutions.
• Women's Health and Wellness SocietyminorStrategic or Co-development PartnerResearch collaborator listed on GrassrootsHealth website as part of the Research Collaborators network.
• Helen Knoll FoundationcoreStrategic or Co-development PartnerPartner in breast cancer prevention efforts including the 'Know YOUR Number' campaign with SPRITES of East County San Diego. Foundation supports GrassrootsHealth's D*action breast cancer prevention project.
• SpertiminorStrategic or Co-development PartnerResearch collaborator listed on GrassrootsHealth website as part of the Research Collaborators network.
• RnA ReSetminorStrategic or Co-development PartnerResearch collaborator listed on GrassrootsHealth website as part of the Research Collaborators network, specifically related to Grassroots Health Research Project.
• Children with Diabetes Research Foundation (CWDRF)coreStrategic or Co-development PartnerResearch collaborator and partner in the Type 1 Diabetes Prevention project. CWDRF supports GrassrootsHealth's efforts to prevent type 1 diabetes through nutrient optimization.
• Medical University of South Carolina (MUSC)coreStrategic or Co-development PartnerMUSC implemented GrassrootsHealth's Protect Our Children NOW nutrient field trial in 2015 under Dr. Roger Newman's direction. The program screens all pregnant women for vitamin D deficiency and monitors levels throughout pregnancy. Over 3,350 women received care with proven results showing 56% lower preterm birth risk.
• Select Health of South CarolinacoreOthersInsurance provider that provided funding and support for the MUSC Protect Our Children NOW implementation, making the program sustainable by covering costs as preventive care investment.
• Bio-Tech Pharmacal, Inc.minorOthersVitamin supplement manufacturer that sponsors the MUSC Protect Our Children NOW program by providing vitamins free to patients, eliminating cost barriers to supplementation.
• University of California San Diego (UCSD)coreStrategic or Co-development PartnerUCSD hosts annual vitamin D conferences and partners with GrassrootsHealth to provide CME-accredited vitamin D education courses. Dr. Cedric Garland serves as Principal Investigator while being Professor Emeritus at UCSD. Multiple UCSD researchers (Garland, Gorham, Hata, Gallo) are part of the scientist panel.
• PreventT1D.orgcoreStrategic or Co-development PartnerPartner organization for the Type 1 Diabetes Prevention project. Sonia Chritton serves as study coordinator, bringing experience from her son's T1D journey and prevention protocol development. Organization advocates for DHA supplementation to prevent T1D progression.
• FullscriptminorChannel Partner/ Reseller/ DistributorSupplement dispensary platform integrated through 'GRH Wellness Center' link on GrassrootsHealth website, allowing participants to purchase recommended supplements through the platform.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Everlywell: Direct-to-consumer home health testing company offering at-home test kits (including vitamin D) with online results, closely comparable to GrassrootsHealth's D*action test kit and myData-myAnswers portal model, though broader in scope across many biomarkers.
• LetsGetChecked: Home self-collected diagnostic testing company with a D2C kit, online results portal, and B2B partnerships, directly comparable to GrassrootsHealth's home blood spot testing and online participant experience.
• InsideTracker: Personalized health testing and insights platform (blood biomarkers including vitamin D) with recommendations engine, directly comparable in offering home-tested blood biomarker data with personalized guidance, though operating as a for-profit.
• ZRT Laboratory: Specialty clinical lab offering dried blood spot and saliva testing for hormones, vitamin D, and other biomarkers, directly comparable in the home blood spot testing category that underpins GrassrootsHealth's D*action model.
• Vitamin D Council: Former nonprofit advocating for vitamin D awareness and research, historically a direct peer and at times collaborator with GrassrootsHealth in promoting higher serum vitamin D targets; it wound down as an active organization, leaving GrassrootsHealth as a leading voice in the space.
• Pure North S'Energy Foundation: Canadian nonprofit focused on vitamin D and nutrient health, research, and practitioner programs — led previously by GrassrootsHealth's own Research Director Samantha Kimball — making it a near-direct peer in the vitamin D advocacy and research space.

Broad incumbents

• Endocrine Society: Mainstream medical society that publishes clinical guidelines on vitamin D sufficiency and other endocrine topics; serves as the establishment counterpoint to GrassrootsHealth's 40-60 ng/ml recommendation and is a key stakeholder shaping the market GrassrootsHealth targets.
• Quest Diagnostics: Large clinical laboratory offering 25(OH)D and broader nutrient testing via physician orders, representing the incumbent channel that GrassrootsHealth's home blood spot and direct-to-consumer model attempts to disrupt for screening and monitoring.
• Labcorp: National clinical reference laboratory providing 25(OH)D and related nutrient testing through physician networks; represents the established lab channel that GrassrootsHealth's home blood spot and D2C approach bypasses for consumer screening.

Emerging players

• Thorne: Supplement and health testing brand offering at-home health tests (including vitamin D) bundled with personalized supplement recommendations, overlapping with GrassrootsHealth's nutrient testing + supplementation guidance model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCQsQ-111wHjKMn-4JRjl8gg
• Xx.com/grassroots4vitd
• Facebookfacebook.com/GrassrootsHealth
• LinkedInlinkedin.com/company/grassrootshealth

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Grassrootshealth