UpRoot Center

UpRoot is dedicated to reclaiming the story of our food from Big Ag. By using social media and research on how people think, we work with everyday heroes–like doctors, farmers, parents, and more–to build power and lead the way to a healthier, more honest food system.

UpRoot is a newly launched communications hub dedicated to reclaiming the story of our food from Big Ag. We are a fiscally sponsored project of EarthShare, a 501(c)3 organization.

By using social media and research on how people think, we work with everyday heroes–like doctors, farmers, parents, and more–to build power and lead the way to a healthier, more honest food system.

We believe that knowledge is power, and the power over our food will change when we begin to have an honest conversation. But we don’t just talk about the problem; we provide the strategic infrastructure to help more people hear about it and understand it. Our work is built on three essential pillars designed to turn information into influence.

1. Strategic Support

The corporate food giants spend billions on "spin"—sophisticated messaging designed to protect their interests. UpRoot serves as a strategic resource for everyday heroes working to upend the status quo and build a healthier future. We do this by providing a space to connect, coordinate, and access real-time insights on the best ways to combat that spin–offering the tools, talking points, and data needed to cut through the noise and speak with authority.

1. Public Sentiment

To see change, we must meet people where they are and join the conversation. UpRoot conducts ongoing research to track what average Americans actually think and feel about their food. This research allows us to craft messages that resonate with real people, ensuring the work remains grounded in cultural realities.

1. The Media Gap

Legacy media often perpetuates myths about our food system and amplifies Big Ag narratives as truth. This leaves the public with an information gap between the “news” and their reality. UpRoot uses our own communication platforms to shine a light on specific weaknesses and corporate overreach that aren't discussed in traditional news cycles and amplify storytellers trying to break through the noise. By identifying these gaps, we bring critical issues into the spotlight and lead a more honest, urgent conversation about the future of our food.