Local Roots Produce
Local Roots Produce is a Fort Wayne, Indiana-based hydroponic farming company that grows and packages lettuce, herbs, microgreens, and ready-to-eat salads, selling wholesale to major Midwest retailers including Walmart, Meijer, Kroger, and Giant Eagle, and to foodservice distributors.
- Company typePrivate
- Founded1924
- HeadquartersFort Wayne, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Local Roots Produce does
Local Roots Produce, operating under Consilium Tech LLC, is a Fort Wayne, Indiana-based hydroponic farming company founded in 1924 that grows, packages and distributes leafy greens, culinary herbs, microgreens and ready-to-eat salads. The company cultivates produce in greenhouse facilities in Michigan and, since the April 2025 acquisition of Future Farms, in Baldwin, Wisconsin, producing cut and living herbs, multiple cut-lettuce SKUs, butterhead living lettuce, microgreen blends and a range of jarred salads and Marzetti-dressed salad kits. Packaging innovation includes resealable OTR film that extends shelf life by four to five days, and the company reports 97% retail fill rates to major grocery banners.
The commercial model is sales-led and B2B, with three stated business strategies: (1) hydroponic produce sales and marketing to retailers and foodservice distributors, (2) construction-and-operations consulting that guides third parties from feasibility through to a fully operating facility, and (3) equity investments in hydroponic greenhouse projects, demonstrated by the joint venture with Three Leaf Partners for a proposed 36-acre strawberry greenhouse in Janesville, Wisconsin. Pricing is wholesale and not publicly disclosed.
Distribution reaches 700+ Walmart stores across Indiana, Michigan, Missouri, Illinois, Tennessee, Wisconsin, Kentucky and Minnesota, plus major regional retailers Meijer, Kroger, Giant Eagle and Schnucks, and foodservice distributors including Bix Produce, Hillcrest Foodservice, Indianapolis Fruit, Get Fresh Produce and Associated Wholesale Grocers. The company has a sub-brand, Tuinstra Organics, which sells organic herbs at Meijer Market at Woodward Corner in Royal Oak, Michigan. Headcount is reported at 1–10, indicating a lean core team supplemented by partner farms, distribution partners and greenhouse labor.
Local Roots Produce firmographics
Firmographics- Name
- Local Roots Produce
- Legal name
- Consilium Tech LLC
- Website
- https://localrootsproduce.com
- Company type
- Private
- Founded year
- 1924
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Local Roots Produce is a Fort Wayne, Indiana-based hydroponic farming company that grows and packages lettuce, herbs, microgreens, and ready-to-eat salads, selling wholesale to major Midwest retailers including Walmart, Meijer, Kroger, and Giant Eagle, and to foodservice distributors.
- Ownership category
- akta.pro rank
Local Roots Produce industry classification
Industry- Product category
- Hydroponic Fresh Produce
- NAICS
- Food Crops Grown Under Cover (11141), Other Food Crops Grown Under Cover (111419)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Greenhouse Herb & Microgreens Production (Culinary Herbs, Microgreens) (AFAGAHAC)
- akta.pro secondary industries
- Greenhouse Vegetable Production (Tomatoes, Cucumbers, Peppers, Leafy Greens) (AFAGAHAA), Fresh Herbs & Microgreens Wholesale (AFAIACAC)
Keywords
Where Local Roots Produce is headquartered
LocationHeadquarters
- HQ city
- Fort Wayne
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Local Roots Produce business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Hydroponic Produce Sales: Primary revenue stream from selling hydroponically grown produce (lettuce, herbs, microgreens, salads) to major retail chains and foodservice distributors. Products sold wholesale to retailers including Walmart, Meijer, Kroger, Giant Eagle, and regional grocers.
- Hydroponic Consulting Services: Consulting services guiding clients from initial concept to fully operating hydroponics facility, including site evaluation, feasibility studies, design, construction management, and operations support.
- Hydroponic Investments: Equity investments in hydroponic greenhouse operations, co-developing facilities with partners such as Three Leaf Partners for Janesville greenhouse project.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Local Roots Produce product offering
Product offeringCore offering
Local Roots Produce operates hydroponic greenhouse farms that grow and package fresh produce including lettuce, herbs, microgreens, edible flowers, and ready-to-eat salad kits. Products are sold wholesale to major retail grocery chains and foodservice distributors throughout the Midwest. The company also provides hydroponic construction and operations consulting services to developers of hydroponic farming operations and makes equity investments in greenhouse projects.
Product overview
Local Roots Produce is a diversified hydroponic produce company with three core business strategies: hydroponic produce sales and marketing, hydroponic construction and operations consulting, and hydroponic investments. The company grows fresh, locally sourced hydroponic produce including cut herbs (bay leaves, chives, cilantro, dill, mint, oregano, rosemary, sage, thyme, poultry blend), living herbs in pots (basil, cilantro, dill, hydroponic basil, mint, oregano, parsley, rosemary, sage, Thai basil, thyme), cut lettuce varieties (Aurora, Baby Arugula Blend, Baby Butter, Baby Green Leaf, Baby Romaine, Romaine, Spring Mix), living lettuce (Butter Living Lettuce), salad in a jar varieties (Chicken Caesar, Savory Greek, Southwestern Chicken, Summer Garden, Spicy Southwestern, Classic Caesar), microgreen blends (Rainbow Fusion, Sunflower Power, Super Green), microgreens (basil, broccoli, Bull's Blood, cilantro, parsley, rainbow radish, pea tendrils, pea shoots), salad kits (Classic Caesar, Sunny Cranberry, Asian Crisp, Sweet Harvest), edible flowers, strawberries, wheatgrass, and watercress. Products are sold at major retailers throughout the Midwest including Walmart, Meijer, Kroger, Giant Eagle, and through various foodservice distributors.
Differentiator
Problem solved
Functional benefit
Brands
- Tuinstra Organics: Organic herbs sold at Meijer Market at Woodward Corner in Royal Oak, Michigan
Products and services
- Cut Herbs Pre-cut fresh herbs including bay leaves, chives, cilantro, dill, mint, oregano, poultry blend, rosemary, sage, and thyme, available in 0.5oz and 1.5oz containers for retail sale.
- Living Herbs Living herb plants grown in pots that consumers take home from the store, including basil, cilantro, dill, hydroponic basil, mint, oregano, parsley, rosemary, sage, Thai basil, and thyme.
- Cut Lettuce Pre-cut hydroponic lettuce varieties including Aurora (red and green leaf), Baby Arugula Blend, Baby Butter, Baby Green Leaf, Baby Romaine, Romaine, and Spring Mix sold wholesale to retailers.
- Living Lettuce Individual heads of sweet, crunchy butterhead lettuce with roots still attached, which helps the lettuce stay fresher longer. Currently available as Butter Living Lettuce.
- Salad in a Jar Pre-packaged salads with dressing included in the jar. Varieties include Chicken Caesar, Savory Greek, Southwestern Chicken, Summer Garden, Spicy Southwestern, and Classic Caesar salads.
- Microgreen Blends Nutrient-dense microgreen blends including Rainbow Fusion, Sunflower Power, and Super Green, sustainably raised in hydroponic growing systems.
- Salad Kits Ready-to-eat salad kits in recyclable packaging with Marzetti dressings, toppings, and fork included. Varieties include Classic Caesar, Sunny Cranberry, Asian Crisp, and Sweet Harvest.
- Edible Flowers Bright and colorful edible flowers including violas, nasturtium, violets, snapdragons, marigolds, pansies, calendula, amaranth, and dianthus for salads, drinks, and garnishes.
- Wheatgrass Fresh, young wheatgrass high in vitamins A, C, and E, as well as magnesium, calcium and amino acids. Available as potted wheatgrass.
- Microgreens Fresh microgreens and pea shoots grown in-house at Michigan greenhouse. Varieties include basil, broccoli, Bull's Blood (beets), cilantro, parsley, rainbow (radish), pea tendrils, and pea shoots. Available in 2 oz retail and 4 oz food service packaging.
- Watercress Flavorful leafy green rich in vitamins C and K with peppery flavor, suitable for salads, smoothies, soups, sandwiches, stir fries, and garnishes.
- Hydroponic Construction and Operations Consulting Consulting service guiding clients from initial idea to fully operating hydroponics facility, including site visit and feasibility study, pre-construction phases, construction management, and post-construction operations and sales support.
Quantifiable outcome
- 97% fill rates for retail partners
- +2 more outcomes
Companies that use Local Roots Produce
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles3 records
Local Roots Produce technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Local Roots Produce partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered minor and core.
- Roundy'sminorRoundy's is transitioning their cut herb program to Local Roots, starting with premium cut basil items. Roundy's operates grocery stores in the Midwest region.
- WalmartcoreWalmart carries Local Roots cut and potted herbs at over 700 stores across Indiana, Michigan, Missouri, Illinois, Tennessee, Wisconsin, Kentucky, and Minnesota. This represents an 80% increase in store presence. Also carries Mini Romaine at Indiana Walmart locations.
- Bix ProducecoreBix Produce carries Local Roots living butter lettuce, distributing to restaurants, hotels, educational institutions, and foodservice distributors throughout Minnesota, western Wisconsin, North Dakota, Illinois, and Iowa. Bix operates a 190,000+ square foot state-of-the-art facility in Little Canada, Minnesota.
- Associated Wholesale Grocers (AWG)coreAWG distributes Local Roots full line of potted herbs, cut herbs, bulk herbs, and dried herbs. AWG is one of the largest grocery wholesalers in the US with nine distribution centers totaling over 9 million square feet, serving stores in over half the states.
- Strack and Van TilminorIndiana-based Strack and Van Til carries the full line of Local Roots cut herbs in addition to potted herbs. The regional chain has served northwestern Indiana and Illinois communities for over 50 years.
- Earth FareminorEarth Fare health and wellness supermarket carries Local Roots full line of cut and potted herbs at 20 locations in North Carolina, South Carolina, Virginia, Tennessee, Florida, Ohio, and Georgia.
- Busch's Fresh Food MarketminorBusch's Fresh Food Market offers Local Roots potted basil, rosemary, mint, and parsley. Busch's operates 16 stores in southeast Michigan and supports local organizations through donations and sponsorships.
- Berkot's Super FoodsminorBerkot's Super Foods carries Local Roots full line of potted herbs including basil, rosemary, mint, dill, cilantro, and thyme at stores in Illinois and Wisconsin. Family-owned full-service grocery chain focused on quality and community.
- SchnuckscoreSchnucks carries Local Roots potted herbs, hydroponically grown butter lettuce, pea tendrils, watercress, and organic cut basil. Schnucks operates 115 stores in four states, founded in 1939 in St. Louis.
- Woodman's MarketsminorWoodman's Markets carries Local Roots cut and potted herbs at their 19 stores in Illinois and Wisconsin. Founded in 1919, Woodman's is known for competitive prices, selection, and service.
- Get Fresh ProduceminorGet Fresh Produce distributes Local Roots microgreens in 4oz food service packaging to customers in Illinois. Get Fresh has served customers for over 40 years with nearly 500 employees and 125 refrigerated trucks.
- Giant EaglecoreGiant Eagle Market District stores carry Local Roots salad kits in four varieties featuring Marzetti dressings. Salad kits launched at Giant Eagle stores in Ohio, Pennsylvania, West Virginia, and Maryland in March 2023.
- KrogercoreKroger stores carry Local Roots jarred salads at locations throughout Michigan and Central Ohio. Products include Chicken Caesar, Southwestern Chicken, Savory Greek, Summer Garden, and Spicy Southwestern varieties.
- MarzettiminorMarzetti provides salad dressings for Local Roots salad kits. Local Roots partnered with Marzetti for the dressing components in their ready-to-eat salad kit products.
- Hillcrest FoodserviceminorHillcrest Foodservice distributes Local Roots products to Cleveland area restaurants and local distributors. Hillcrest is one of Ohio's largest family-owned distributors known for name brand ingredients and personalized service.
- Indianapolis FruitcoreIndianapolis Fruit distributes Local Roots herbs to retail partners throughout the Midwest. Founded in 1947, Indianapolis Fruit operates over 150 refrigerated trucks servicing 20+ states with 250,000+ square feet of warehouse space.
- Vine Line ProduceminorVine Line Produce distributes Local Roots complete line of potted and cut herbs including rosemary, oregano, parsley, Thai basil, sage, mint, basil, thyme, and dill.
- Three Leaf PartnerscoreMilwaukee-based developer Three Leaf Partners is working with Local Roots on a proposed 36-acre hydroponic greenhouse development in Janesville, Wisconsin. The development will produce strawberries for regional markets and is part of a larger 175-acre development including housing and industrial components. Growing strawberries locally reduces carbon footprint from shipping.
- MeijercoreMeijer stores carry Local Roots microgreen blends including Rainbow Fusion, Sunflower Power, and Super Green. Local Roots products have been available at Meijer for multiple product lines.
Scale indicators3 records
Recent moves7 records
Expansion highlights6 records
Local Roots Produce competitors and assessment
Company assessmentDirect peers
- BrightFarms: BrightFarms operates a network of hydroponic greenhouses supplying packaged leafy greens and herbs to major US grocery retailers including Walmart, Kroger, and Ahold-Delhaize. Closest comparable in scale, retail-channel focus, and product mix (cut lettuce, herbs, salad kits) to Local Roots.
- Gotham Greens: Gotham Greens runs greenhouse facilities producing hydroponic leafy greens, herbs, and salad dressings for grocery and foodservice customers nationally. Direct overlap with Local Roots on greenhouse-grown herbs, lettuce, and packaged salad products sold through regional retail chains.
- Revol Greens: Revol Greens operates large-scale hydroponic greenhouses producing greenhouse-grown lettuce and greens sold through US retail and foodservice channels. Comparable production method, crop focus (leafy greens), and Midwest-adjacent distribution footprint.
- 80 Acres Farms: 80 Acres Farms operates indoor vertical farms producing leafy greens, herbs, and microgreens sold through US grocery and foodservice. Comparable product portfolio (lettuce, herbs, microgreens) and retail-channel distribution model.
- Little Leaf Farms: Little Leaf Farms grows greenhouse hydroponic leafy greens and herbs in the Northeast US, sold through major grocery chains. Overlaps directly with Local Roots on hydroponic greenhouse production, fresh-cut lettuce/herb SKUs, and retail-grocery channel strategy.
Broad incumbents
- Plenty: Plenty is a well-capitalized indoor vertical farming company producing leafy greens for US grocery retail. Competes with Local Roots for retailer shelf space in the packaged CEA produce category.
- Bowery Farming: Bowery Farming operates indoor vertical farms producing packaged salads, herbs, and leafy greens sold through major US grocery chains including Walmart. Same hydroponic produce category and retail-channel GTM as Local Roots, but at meaningfully greater scale and with institutional capital.
- AeroFarms: AeroFarms is one of the largest US indoor vertical farming operators producing leafy greens and herbs for retail and foodservice. Operates at significantly larger scale and capitalization than Local Roots but competes in the same CEA leafy-greens category.
Regional players
- Mucci Farms: Mucci Farms is a Canadian greenhouse grower producing tomatoes, peppers, cucumbers, lettuce, and herbs for North American retail. Same greenhouse-production model and produce categories as Local Roots but serving primarily Canadian and broader North American retail channels.
Emerging players
- Soli Organic: Soli Organic (formerly Shenandoah Growers) produces organic herbs, microgreens, and leafy greens in controlled-environment facilities for US grocery retail. Closely comparable product mix (cut and living herbs, microgreens) and retail distribution model, including organic positioning that Local Roots addresses via its Tuinstra Organics sub-brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Local Roots Produce social profiles
Digital presenceLocal Roots Produce financial estimates
Financial estimateRevenue estimate
Valuation estimate
Local Roots Produce leadership team
Management profileNumber of profiles
Local Roots Produce subsidiaries and ownership
Company hierarchySubsidiaries1 record
Local Roots Produce funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Local Roots Produce 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 Local Roots Produce
What does Local Roots Produce do?
Local Roots Produce operates hydroponic greenhouse farms that grow and package fresh produce including lettuce, herbs, microgreens, edible flowers, and ready-to-eat salad kits. Products are sold wholesale to major retail grocery chains and foodservice distributors throughout the Midwest. The company also provides hydroponic construction and operations consulting services to developers of hydroponic farming operations and makes equity investments in greenhouse projects.
Is Local Roots Produce a public or private company?
Local Roots Produce is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Local Roots Produce founded?
Local Roots Produce was founded in 1924. It employs 1 to 10 people.
Where is Local Roots Produce based?
Local Roots Produce is headquartered in Fort Wayne, United States, in the North America region.
How does Local Roots Produce make money?
Three revenue lines are on record. Hydroponic Produce Sales are the primary driver. The others are hydroponic Consulting Services and hydroponic Investments.
Who are Local Roots Produce's main competitors?
Direct peers on record are BrightFarms, Gotham Greens, Revol Greens, 80 Acres Farms and Little Leaf Farms. Broad incumbents are Plenty, Bowery Farming and AeroFarms. Mucci Farms is listed as a regional player. Soli Organic is listed as an emerging player.
Does Local Roots Produce have an API?
No public API is recorded for Local Roots Produce.
What industry is Local Roots Produce in?
Local Roots Produce's product category is Hydroponic Fresh Produce. Its primary akta.pro industry code is AFAGAHAC, Greenhouse Herb & Microgreens Production (Culinary Herbs, Microgreens), with a secondary code of AFAGAHAA, Greenhouse Vegetable Production (Tomatoes, Cucumbers, Peppers, Leafy Greens). Its NAICS code is 11141 and its SIC code is 100.