Rooted in Insights. Built for Growth

Natural Rooted Strategies

Natural Rooted Strategies is a specialized retail advisory dedicated exclusively to natural, and better-for-you brands targeting premium retailers like Sprouts Farmers Market and Whole Foods Market and beyond.

We act as your on-demand, category manager and retail analyst, helping you grow smarter with the insights, promo planning, and strategy, usually reserved for larger CPG teams, but built to serve modern brands with speed, clarity, and impact — without the overhead or commission-based cuts.

Why This Work Matters

The Root of the Problem - While leading categories at Sprouts and advising through Cultivate, I saw a critical issue again and again.

Exceptional brands weren’t failing due to product quality — they were failing because they lacked strategic retail support to effectively partner with their buyers.

Brokers, while well-intentioned, don’t have the experience, and are often stretched too thin across hundreds of SKUs and retailer portals. Leaving little room for proactive feedback, story building, or data interpretation.

Meanwhile, brands are swimming in syndicated data, retailer reports, and dashboards — but very few have the resources or expertise to translate that into actionable, retailer-aligned strategies.

The Mission - Natural Rooted Strategies exists to bridge the gap between data and execution for natural and better-for-you brands. We level the playing field by offering the kind of flexible strategic retail support, promo planning, and buyer preparation typically reserved for large CPGs.

After sitting on the buying side of the table, we know what retailers look for — and what causes submissions to get passed over. That inside perspective helps brands cut through the noise and show up stronger with buyers

Our Approach

We act as your pay as you go category manager and natural retail expert/analyst/admin, stepping in with the experience, tools, and focus to drive smarter retail decisions — without the overhead or commissions — when you need it most.

Our approach is rooted in:

  • Retail Buyer Intelligence & Strategy
    We align your brand with what buyers want — from pricing to positioning — to help you win shelf space and deepen retail partnerships.

  • Buyer-Centric Storytelling
    We shape data and brand strengths into compelling narratives that resonate in high-stakes meetings.

  • Flexible, Founder-Focused Support
    Whether you need us by the hour, project-by-project or month-to-month, we meet you where you are — no long term commitment, no percent of sales commissions, just traction.

  • Data-Driven Action Plans
    We turn performance insights into clear roadmaps that increase velocity, improve margins, and unlock retail growth.

Ideal For You If You’re A Brand…

  • That understands conventional playbook doesn’t work in natural — and need a strategy built for Sprouts, Whole Foods, and other natural retailers

  • Preparing for key natural retailer meetings (mock meetings)

  • Need reset support: deciding what story, SKUs, and space allocation will maximize performance

  • Need new item entry support: from submissions and forms to sell-in storylines and launch strategy

  • Want promotions and demos that actually drive velocity, not just short-term lift

  • Need admin support for deductions, compliance paperwork, portals, and forms

  • Are stuck on trade spend — too many promos, not enough return

  • Want actionable, data-backed insights to guide pricing, resets, and assortment

  • Need help telling your story to buyers (retail strategy)

  • Are seeking executive-level strategy without hiring a full-time VP of Sales, Director or Category Manager

  • Feel overwhelmed by resets, unsure which SKUs or narrative to lead with

  • Want to be fully prepared to capitalize the moment buyer feedback or reset windows open

Our Services

  • Custom Engagements

    Flexible support options available as hourly consultations or full-service projects. We'll tailor our approach based on your unique retail goals. Whether you're prepping for a reset, or just want sharper insights — we’re here to help, without the overhead.

  • Project Support

    Tailored strategic sessions designed for quick wins or targeted needs.

    Retail Strategy Deep Dive
    Identify opportunities using category insights and velocity patterns.

    Promo Calendar ROI Modeling
    Build trade plans that balance lift, margin, and retailer expectations.

    Buyer Story Development
    Craft data-backed narratives that resonate in limited meeting windows.

    Line Review Preparation
    Show up ready to win resets with aligned SKUs and a confident plan.

    And more.

  • Monthly Retainer Plans

    Ongoing support built around your growth stage and internal capacity.

    Tier 1 – Strategic check-ins & light data analysis
    Perfect for early-stage brands needing guidance without overwhelm.

    Tier 2 – Promo planning & buyer support
    For brands seeking velocity acceleration and cleaner buyer engagement.

    Tier 3 – All-in support: strategy, forecasting & reporting
    Ideal for in-market brands managing resets, promotions, and growth.

    *Check out our services tab for details

What Rooted Strategies Grows Into For You

  • Stronger Buyer Partnerships

    Transform transactional relationships into strategic partnerships based on mutual growth objectives and category insights.

  • Reset Success

    Navigate critical reset periods and line reviews with strategies that secure and expand your shelf presence.

  • Strategic Promotion Planning

    Develop data-backed promotional calendars that maximize ROI while maintaining brand integrity and margin targets.

  • Retail Readiness

    Enter buyer meetings with confidence, armed with the right data points and category insights that matter.

  • Sustainable Growth

    Build velocity patterns that support long-term shelf presence and category leadership

  • Founder Coaching & Knowledge Transfer

    Equip founders and sales teams with the skills, category context, and confidence they need to grow independently — not just during our time together, but long after.

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