Our Vision

Africa

Rooted in Africa was founded with the intent of giving back to Africa. The people of Africa have an inspiring and indomitable human spirit as well as an incredible entrepreneurial character. And the continent of Africa is one of the richest, most unique places on earth in terms of natural resources.  With these inherent assets and a helping hand, we believe Africa has the potential to lift itself out of poverty and strife, build strong communities and sustainable economies.  

Rooted in Africa is committed to doing all within our power to make this happen.

Organic

Rooted in Africa views the burgeoning organic industry as one of the most exciting developments in the modern global market. Today, our society is feeling the effects of decades of irresponsible industry. From diseased cattle to global warming to an alarming rise in allergies, asthma, cancer and obesity, we believe much responsibility can be placed on the shoulders of irreverent business practices. The soaring organic market represents society’s rejection of unhealthy, environmentally and socially exploitive products and companies.

Rooted in Africa is embracing the organic and natural trend. Our personal philosophies tie in precisely with this growing market.

Our Mission

Rooted in Africa aims to achieve its vision by representing highly ethical, environmentally conscious and socially responsible African companies, which manufacture natural and organic products of exceptional quality, in the world’s most lucrative economy, that of the United States.

We aim to fuel the organic market in Africa, and to bring broad awareness of Africa’s potential, as a source of incredible natural wealth, to be a significant player in this new market.