Big Ag isn’t being honest about our food.

We support storytellers who are speaking up about our current food reality.

Our Mission

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.

An Alliance For Change

UpRoot is built on a simple idea: choices about our food belong to the American people, not corporate boardrooms. While co-founders Jake Davis and Lauren Tavar bring decades of professional and field experience to this work, the real power of the movement lies in our partnership with everyday heroes.

From kitchen tables to statehouses across America, hardworking people are saying enough with the corporate spin. We simply provide the creative strategy and tools to help them share the stories that need to be told.

Learn More About Our Team

It’s Big Ag’s world, and we are all living in it–continuously being forced to pay more and more for lower quality and less healthy food.

To fix the system, we have to know how it’s rigged, who rigged it, and stand together to demand better.

At UpRoot, we 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.

The Corporate Control

The Corporate Control – Just a handful of corporations control every aspect of how our food is grown, marketed, and sold. They decide what farmers earn and what families pay to eat, while pocketing the difference. Then they spend billions to control the narrative and divide us. These are the profiteers at the heart of what UpRoot calls “Big Ag”.
The Spin

The Spin – Beyond the monopolies, there is a well-funded, highly sophisticated ecosystem of trade associations and talking heads who focus every day on one goal: protecting the status quo. These groups are also part of “Big Ag” because, despite not speaking for most farmers, they have positioned themselves with policymakers, legacy media, and community leaders as the “voice of agriculture”.
The Policy

The Policy – For decades, food and farm policy has been written by Big Ag lobbyists and a revolving door of industry insiders. They consistently put profits over the well being of farmers, our health, and our kids. We are reclaiming the conversation about our government's role in this system, and demanding that policymakers prioritize families and independent farmers, not corporations.
The Illusion Of Choice

The Illusion Of Choice – Big Ag spends millions to make us think we have variety and safety in our food supply. Yet in reality, nearly all of our “choices” lead to predetermined outcomes that we have no say in. We’re here to share what’s actually behind all of those labels: a system that values placing power in the hands of a select few over the resilience and health of us all.