New Britain ROOTS

What New Britain ROOTS does

New Britain ROOTS, Inc. is a 501(c)(3) nonprofit organization founded in 2013 by Joey Listro in New Britain, Connecticut, focused on three program areas: food access, urban agriculture, and education. The organization cultivates community connections and equitable access to quality food by integrating growing, distributing, and teaching across a single city footprint. Core programs include school gardens at all 12 schools in the Consolidated School District of New Britain, a Mobile Farmers Market that runs five days a week across multiple neighborhoods, fixed farmers markets at Main Street and Walnut Hill Park, the 40+ bed Chapman Street Community Garden, a Community Seed Library at four public libraries, a Community Fridge Program in three neighborhoods, and a Community Seed Library. Educational services include summer programs (XTREME, SEE), after-school garden clubs, the City Growers youth internship, and Spring Break Camps. There is no proprietary technology platform; the operating model is delivery-intensive physical programming supported by a small full-time staff of approximately 6–10 plus seasonal interns, and a Squarespace-hosted website.

The business model is hybrid and donation-led. Revenue streams include individual donations (with an active 2025 Annual Appeal emphasizing local support amid federal funding uncertainty), grants (Harvard Pilgrim HealthCare Foundation totaling $85,000 across 2019–2020, a USDA Patrick Leahy Farm to School Grant of $97,927 in 2024, plus AARP Connecticut, Catalyst Fund at the Community Foundation for Greater New Britain, American Savings Foundation, and others), event fundraising through the annual Garden Crawl (tickets $50–$160; sponsorships $250–$2,000), paid professional development and coaching services ($50–$100/hour), garden installation services for residents and SMBs across five Connecticut towns, and modest merchandise sales (water bottles, hats, beanies, t-shirts). Distribution runs through direct-to-consumer channels (mobile market, fixed markets, community fridges, school gardens) and through partnerships with food pantries, healthcare providers, libraries, and municipal agencies. The organization was founded in 2013, employs approximately 6–10 full-time staff plus seasonal interns, and serves New Britain and surrounding Connecticut towns; it entered a leadership transition in 2026 with founder Joey Listro stepping down in April and Ashley Stewart appointed as the second Executive Director, effective June 29, 2026.

Name

New Britain ROOTS

Legal name

New Britain ROOTS, Inc.

Website

https://newbritainroots.org

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

New Britain ROOTS is a 501(c)(3) nonprofit in New Britain, Connecticut that grows and distributes fresh food while delivering agricultural education through school gardens at all 12 district schools, mobile and fixed farmers markets, community fridges, community gardens, and youth programs serving residents across the Greater New Britain region.

Ownership category

akta.pro rank

Product category

Urban Agriculture and Food Access Services

NAICS

Soil Preparation, Planting, and Cultivating (115112), Nursery and Floriculture Production (11142)

SIC

Agricultural Services (700)

akta.pro primary industry

Native, Pollinator & Drought-Tolerant Garden Installations (HSAIAFAL)

akta.pro secondary industries

Tree Care & Arborist Services (BPABADAD), Soil Testing, pH Adjustment & Soil Amendments (Lime/Gypsum/Organic Matter) (HSAIAGAC)

Keywords

• Urban agriculture programs
• Food access services
• Community gardens
• Youth nutrition education
• Farmers markets

Headquarters

HQ city

New Britain

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Charitable Contributions: Individual donors and community members contribute to support ROOTS' food access, urban agriculture, and education programs. The 2025 Annual Appeal emphasized the importance of local donor support given uncertain federal funding landscape.
2. Event Fundraising (Garden Crawl): Annual Garden Crawl fundraiser generates revenue through individual tickets ($50-$80), table sponsorships ($160-$350), and corporate sponsorships ($250-$2,000). The 8th Annual Garden Crawl in 2026 features self-guided tours, dinner, cocktail hour, and silent auction.
3. Merchandise Sales: Online store sells branded merchandise including water bottles ($20), bucket hats ($25), winter beanies, and t-shirts to supporters and community members.
4. Professional Development Services: Offers workshops and training for educators and organizations wanting to start garden programs or cooking clubs. Rates: $100/hour for staff professional development/workshops, $50/hour for coaching, $100/hour for garden/cooking classes (up to 20 participants, $5 additional per person for materials).
5. Garden Installation Services: Offers custom raised bed garden installation for businesses and residents in New Britain and surrounding towns (Farmington, Newington, Berlin, Plainville, Southington). Includes on-site consultation, installation, soil, compost, and planting recommendations. Optional add-ons include trellises, soil testing, and garden coaching.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

New Britain ROOTS is a 501(c)(3) nonprofit that operates urban agriculture, food access, and education programs in New Britain, Connecticut. It runs the Mobile Farmers Market, fixed farmers markets, school and community gardens, a Community Fridge Program, a Community Seed Library through public libraries, and youth programming (summer camps, after-school garden clubs, City Growers internships). It also offers fee-based Garden Installation, Professional Development, coaching, and Soil Testing services, supported by donations, grants, an annual Garden Crawl fundraiser, and a small merchandise store.

Product overview

New Britain ROOTS is a nonprofit organization operating a portfolio of urban agriculture and food access programs. Core offerings include the Mobile Farmers Market and farmers markets accepting SNAP/EBT with dollar matching, School Gardens at all 12 district schools, Community Garden at Chapman Street with 40+ beds, Community Fridge Program in three neighborhoods, Community Seed Library at four libraries, and Youth Programs (summer camps, after-school garden clubs, City Growers internship). Additional services include Garden Installation for homes and businesses, Professional Development and coaching for educators, Soil Testing, and Tree Care programs. The organization also hosts the annual Garden Crawl fundraiser and operates a merchandise store. These programs work together to address food insecurity through growing, distributing, and educating about fresh local food in New Britain, CT.

Differentiator

Problem solved

Functional benefit

Products and services

• Farmers Markets

Quantifiable outcome

• Over 1,300 pounds of produce sold through Mobile Farmers Market in 2021
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

28 partnerships are on record, tiered supporting, core and minor.

• UConnsupportingStrategic or Co-development Partner · 1 January 2026Partnership with UConn students to build an innovative worm composter for collecting food waste from schools as part of 2026 expansion plans.
• CT Farm to School CollaborativecoreStrategic or Co-development Partner · 1 August 2024New Britain ROOTS is a founding partner of the CT Farm to School Collaborative, which operates the CT Farm to School Institute—a comprehensive year-long professional learning opportunity building capacity in school communities to bring more Connecticut-grown food into cafeterias, communities, and classrooms.
• FoodCorpscoreStrategic or Co-development Partner · 1 August 2024FoodCorps is a key partner in the CT Farm to School Collaborative and Institute. Dawn Crayco, Northeast Regional Policy Director for FoodCorps, serves as co-chair of the CT Farm to School Collaborative Steering Committee.
• UConn Put Local On Your TraysupportingStrategic or Co-development Partner · 1 August 2024Partner in the CT Farm to School Institute contributing to the success of farm to school programs in Connecticut.
• Vermont FEEDsupportingStrategic or Co-development Partner · 1 August 2024Vermont FEED developed the Northeast Farm to School Institute model that was adapted for Connecticut. Key partner contributing to program success.
• New Britain Public LibrarysupportingStrategic or Co-development Partner · 1 March 2022Stocked with vegetable seeds for the Community Seed Library. Library visitors can 'check out' seeds to plant and return home-grown seeds. Patrons enthusiastically embraced the program.
• Berlin Public LibrarysupportingStrategic or Co-development Partner · 1 March 2022One of four public libraries in the Greater New Britain area stocked with seeds for the Community Seed Library.
• Plainville Public LibrarysupportingStrategic or Co-development Partner · 1 March 2022One of four public libraries in the Greater New Britain area stocked with seeds for the Community Seed Library.
• Southington Public LibrarysupportingStrategic or Co-development Partner · 1 March 2022One of four public libraries in the Greater New Britain area stocked with seeds for the Community Seed Library.
• Stanley Black & DeckersupportingStrategic or Co-development PartnerCorporate partner collaborating on Earth Day garden bed building activities with CCARC and ROOTS staff.
• United Way of Central and Northeastern ConnecticutsupportingStrategic or Co-development PartnerVolunteer partner for garden and tree planting activities at New Britain High School.
• CT Wealth ManagementsupportingStrategic or Co-development PartnerVolunteer partner for garden and tree planting activities at New Britain High School.
• Central Connecticut State UniversitysupportingStrategic or Co-development PartnerPartner for Arbor Day celebration featuring family activities, educational programming, and tree seedling giveaway.
• Consolidated School District of New BritaincoreStrategic or Co-development PartnerLong-standing partnership to build and maintain school gardens. ROOTS has built garden beds at all 12 schools in the district, serving as outdoor classrooms for STEAM activities.
• HRA of New BritainsupportingStrategic or Co-development PartnerHuman Resources Agency partner connecting local high school students to farming and market experience through the Mobile Farmers Market program.
• YWCA New BritainsupportingStrategic or Co-development PartnerCommunity organization partner for professional development workshops and community programming.
• OIC of New BritainsupportingStrategic or Co-development PartnerOpportunities Industrialization Center partnered to connect local high school students to farming and market work experience.
• Shelburne FarmssupportingStrategic or Co-development PartnerEducational farm partner supporting ROOTS' farm to school and agricultural education initiatives.
• Wesleyan UniversitysupportingStrategic or Co-development PartnerAcademic partner supporting ROOTS' programs. Summer interns from Wesleyan contribute to program delivery.
• City of New BritainsupportingStrategic or Co-development PartnerMunicipal partner. Granted ROOTS management of Chapman Street Community Garden in 2020.
• First Church of Christ, CongregationalminorStrategic or Co-development PartnerLocal congregation partner supporting community food access work.
• CT Rotary InternationalminorStrategic or Co-development PartnerRotary club partner supporting community initiatives.
• New Britain Parks and RecreationsupportingChannel Partner/ Reseller/ DistributorPartner organization for garden and cooking classes and workshops delivered by ROOTS staff.
• New Britain Museum of American ArtsupportingStrategic or Co-development PartnerPartner hosting Art, Health, and Wellness Workshop Series with ROOTS covering gardening topics, seed saving, and introducing children to gardening.
• Berlin School-Based Health CenterminorChannel Partner/ Reseller/ DistributorPartner for professional development and coaching programs.
• Urth FarmscoreStrategic or Co-development PartnerLocal urban farm partner in New Britain. ROOTS Mobile Market features Connecticut Grown produce from Urth Farms. Students rotate working on Urth Farms as part of youth employment program.
• FoodsharesupportingStrategic or Co-development PartnerRegional food bank partner collaborating on Summer Meals outreach, promotion, and marketing.
• CCARCsupportingStrategic or Co-development PartnerCommunity partner hosting Earth Day garden bed building collaboration with Stanley Black & Decker and ROOTS. Hosted 2025 Garden Crawl Celebration.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• The Food Trust: Philadelphia-based national food access nonprofit operating farmers markets, nutrition education, and policy advocacy. Comparable mission and multi-channel approach; operates at regional/state scale across PA and nationally.
• Wholesome Wave: National food access nonprofit pioneering SNAP/EBT doubling programs at farmers markets. ROOTS' double-SNAP program directly mirrors Wholesome Wave's model; comparable in mission but operates nationally with foundation/grant scale.
• GrowNYC: NYC-based environmental nonprofit operating Greenmarkets, school gardens, and food access programs. Comparable farmers market + school garden + community programming mix, but at much larger urban scale.
• FoodCorps: National nonprofit deploying service members into schools to teach food systems and nutrition. Co-partner with ROOTS in the CT Farm to School Collaborative — operates at significantly larger scale across many states with the same Farm to School mission.

Direct peers

• Green City Force: NYC-based urban agriculture nonprofit combining youth workforce development with food production and food access. Comparable in blending youth employment, urban farms, and food distribution — but operates at NYC scale.
• Urban Oaks Organic Farm: New Britain, CT-based urban organic farm where ROOTS founder Joey Listro previously worked. Direct geographic and programmatic precedent for ROOTS, though focused on production rather than education.
• Massachusetts Avenue Project (MAP): Buffalo, NY urban agriculture nonprofit operating Growing Green urban farm and youth development programs. Directly comparable programmatic mix of urban farm + youth job training + food access.
• KNOX, Inc. Hartford, CT-based urban farm and food access nonprofit operating community gardens, job training, and farmers markets. Direct comparable in mission, geography, and programmatic model — notably, incoming ED Ashley Stewart previously led program operations here.
• Boston Area Gleaners: New England food rescue and access nonprofit distributing surplus produce to food insecure communities. Comparable produce-to-community distribution mission, though focused on gleaning rather than growing.

Regional players

• Hartford Food System: Connecticut food access nonprofit working on urban agriculture, farmers markets, and food policy across the Greater Hartford region. Comparable in CT food system focus and advocacy role, but operates at regional rather than single-city scale.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/newbritainroots
• LinkedInlinkedin.com/company/newbritainroots

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 New Britain ROOTS