Our Roots 🌱

Like many of you, our plant-based journey has been filled with eye-opening experiences, learnings, incredible new people, and of course delicious food.
In fact, it’s what inspired us to help others along their plant-based journey. We're here to help! ❤️

Portrait of the ceo and co-founder Kelly Rocklein
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Kelly Rocklein

CEO & Co-Founder
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For me, being plant-based is so much more than just the food I eat. Going vegan in 2015 was just the beginning of a mindset that truly encapsulates compassion in all aspects. Empathy is a driving motivation for all that I do, but I wouldn't be where I am today without the love and support of my family, who joined me on this plant-based journey. Our bond was the driving force that enabled me to go "all in". I want to share that same spirit with the world.

Shane Murphy portrait photo
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Shane Murphy

President & Co-Founder
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My plant-based journey has been incredible, but I couldn't have done it without the love and support of my best friend and partner, Kelly Rocklein. It is that same kind of love and energy that I want to put into the brand so that everyone has the encouragement and accessibility to one of the best and most life-changing journeys you'll ever go on. It's important to us that you can go on that journey on your own terms and at your own pace. As a filmmaker and storyteller, I believe that every person has the right to tell their own story.

Founding Rootly

After cosmically colliding at a digital marketing agency in West LA, Kelly and Shane quickly found themselves bonding over all things plant-based. Recipes, the many health and environmental benefits, even the impact it has had on friends and family who made the switch. But one question persisted… what’s stopping more people from trying plant-based foods?

They began surveying people of all backgrounds, diets, incomes and lifestyles and found one surprising thing in common: that EVERYONE was curious about plant-based foods. However, they didn’t know where to start or just couldn’t give up some of their favorites.

As the idea for Rootly was beginning to sprout, Kelly and Shane realized that love was a key part of what helped them start a plant-based lifestyle. Because when people feel loved they’re more willing to let down their guards and try something new! After all, going all-in with plant-based foods is no small task.

That’s why we believe you don’t have to go cold turkey to make a difference. Instead, our curated monthly boxes of plant-based items - always packed with love - can help you get started at your own pace!

Now Rootly is proud to represent a small-but-mighty coalition of diets and lifestyles seeking out plant-based foods known as the “Plant-Forward Movement.”

Read Our Plant-Forward Manifesto