Through a postgraduate model at King's College London, a team and I created Roots. Roots is a conceptual brand that pushes boundaries, challenges the status quo, and holds those accountable.

We believe that sustainably driven consumers will make the better decision if offered the right information. Therefore, we don’t serve to tell consumers what to do, but to offer them the information to make conscious decisions pertaining to their food purchases. Thus encouraging shopping that minimizes environmental impact through ethical food sourcing.