Grassrootshealth
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.
- Company typePrivate
- Founded2007
- HeadquartersEncinitas, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
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.
Grassrootshealth firmographics
Firmographics- 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
Grassrootshealth industry classification
Industry- 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
Where Grassrootshealth is headquartered
LocationHeadquarters
- HQ city
- Encinitas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Grassrootshealth business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Others
Revenue model
- 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.
- 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
- 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.
- Donations: As a 501(c)(3) nonprofit, GrassrootsHealth accepts charitable donations to fund public health campaigns and research initiatives
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Type 1 Diabetes Prevention Test Kit |
| Unit Pricing | Pay-as-you-go | Custom Test Kit Builder |
| Other | Multi-year contract | Institutional Programs |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Grassrootshealth product offering
Product offeringCore 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
Companies that use Grassrootshealth
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles3 records
Grassrootshealth technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Grassrootshealth partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor and core.
- SPRITES of East County San DiegominorCommunity 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 ResearcherscoreGrassrootsHealth 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 SocietyminorResearch collaborator listed on GrassrootsHealth website as part of the Research Collaborators network.
- Helen Knoll FoundationcorePartner 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.
- SpertiminorResearch collaborator listed on GrassrootsHealth website as part of the Research Collaborators network.
- RnA ReSetminorResearch 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)coreResearch 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)coreMUSC 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 CarolinacoreInsurance 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.minorVitamin 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)coreUCSD 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.orgcorePartner 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.
- FullscriptminorSupplement 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
Grassrootshealth competitors and assessment
Company assessmentDirect 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
Grassrootshealth social profiles
Digital presenceGrassrootshealth financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grassrootshealth leadership team
Management profileNumber of profiles
Profiles4 records
Grassrootshealth funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grassrootshealth 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 Grassrootshealth
What does Grassrootshealth do?
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.
Is Grassrootshealth a public or private company?
Grassrootshealth is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Grassrootshealth founded?
Grassrootshealth was founded in 2007. It employs 1 to 10 people.
Where is Grassrootshealth based?
Grassrootshealth is headquartered in Encinitas, United States, in the North America region.
How does Grassrootshealth make money?
Four revenue lines are on record. Home Test Kit Sales are the primary driver. The others are D*action Enrollment Fees, institutional/Clinic Implementations and donations.
Who are Grassrootshealth's main competitors?
Direct peers on record are Everlywell, LetsGetChecked, InsideTracker, ZRT Laboratory, Vitamin D Council and Pure North S'Energy Foundation. Broad incumbents are Endocrine Society, Quest Diagnostics and Labcorp. Thorne is listed as an emerging player.
Does Grassrootshealth have an API?
No public API is recorded for Grassrootshealth.
What industry is Grassrootshealth in?
Grassrootshealth's product category is Public Health Research and Nutrient Testing Services. Its primary akta.pro industry code is BPAGACAA, Disease-Specific Research & Support (e.g., Cancer, Diabetes, ALS), with a secondary code of BPAGACAC, Community Health, Prevention & Health Education. Its NAICS code is 813212 and its SIC code is 2835.