Hi Frond, I’ve been thinking fondly about the early days of Rootless. Back when the entire company was basically…me.
The very first version of the Daily Bite was made in my brother’s kitchen. Here’s a photo of the very first version (she’s a beaut).
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Hi Frond,
I’ve been thinking fondly about the early days of Rootless. Back when the entire company was basically…me.
The very first version of the Daily Bite was made in my brother’s kitchen. Here’s a photo of the very first version (she’s a beaut).
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In those days, I was doing everything myself. For our very first photoshoot, I made 200 bites by hand, one pound of dough at a time. My kitchen looked like a date-and-seaweed tornado had passed through.
There was even a stretch where it cost almost twice as much to make the bites as we were selling them for. This was when I was on the production line, rolling bites by hand, packing tins, and driving boxes to the fulfillment center. Which, as you might imagine, is not how sustainable businesses are typically built.
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In those days, I was doing everything myself. For our very first photoshoot, I made 200 bites by hand, one pound of dough at a time.
My kitchen looked like a date-and-seaweed tornado had passed through.
There was even a stretch where it cost almost twice as much to make the bites as we were selling them for. This was when I was on the production line, rolling bites by hand, packing tins, and driving boxes to the fulfillment center. Which, as you might imagine, is not how sustainable businesses are typically built.
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At the time, I cared less about the math and more about the experiment. I wanted to see if this idea could actually work. That seaweed, one of the most nutrient-dense foods on Earth, could become something women welcomed into their daily rhythm.
5 years later…. well, you know :)
As Rootless has grown, we’ve continued to invest in the things that matter most to us: organic ingredients, regenerative seaweed farms across North America, packaging designed to reduce waste, and clinical research to better understand how this ritual supports women’s health.
Along the way, we’ve also learned a few lessons about building a business. One of them is that we priced the product too low when we launched.
In those early days, it was easier to absorb the difference because the company was tiny and scrappy. At the scale we’re reaching now, the real cost of what goes into these bites has become much clearer.
On Friday, March 27th, we’ll be updating our pricing. If you’ve been thinking about starting your ritual, this is the moment.
Current subscribers and anyone who subscribes before March 27th will be grandfathered into their existing monthly price.
I’ll always have a soft spot for those early days. The kitchen experiments. The batches that didn’t quite work. The drives with boxes in the trunk.
But I’m even more excited about what Rootless is becoming.
Thank you for being part of the story.
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At the time, I cared less about the math and more about the experiment. I wanted to see if this idea could actually work. That seaweed, one of the most nutrient-dense foods on Earth, could become something women welcomed into their daily rhythm.
5 years later…. well, you know :)
As Rootless has grown, we’ve continued to invest in the things that matter most to us: organic ingredients, regenerative seaweed farms across North America, packaging designed to reduce waste, and clinical research to better understand how this ritual supports women’s health.
Along the way, we’ve also learned a few lessons about building a business. One of them is that we priced the product too low when we launched.
In those early days, it was easier to absorb the difference because the company was tiny and scrappy. At the scale we’re reaching now, the real cost of what goes into these bites has become much clearer.
On Friday, March 27th, we’ll be updating our pricing. If you’ve been thinking about starting your ritual, this is the moment.
Current subscribers and anyone who subscribes before March 27th will be grandfathered into their existing monthly price.
I’ll always have a soft spot for those early days. The kitchen experiments. The batches that didn’t quite work. The drives with boxes in the trunk.
But I’m even more excited about what Rootless is becoming.
Thank you for being part of the story.
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