We live in an age of abundance. Walk into any market and you’ll find stalls overflowing with vegetables and fruits. Yet, ironically, the very thing we crave most — freshness — often comes with a price tag that feels unfair. We pay more, but do we really get more?
The truth is hidden in the supply chain. Between the farmer and the family are layers of middlemen, each taking a slice of the profit. By the time the food reaches your kitchen, it is inflated in cost but often deflated in quality. The farmer, the person who nurtured the soil, earns the least. The consumer, who just wants wholesome food, pays the most. And in between, freshness is lost.
At ROOT, we refuse to accept this as “normal.” We believe freshness should not be a luxury. It should not be something that only the wealthy can afford, nor something that comes with hidden compromises. Our mission is simple: bring food back to its true value. By connecting farmers directly with families, we strip away the unnecessary layers. The result? Produce that is pure, affordable, and authentic.
Freshness should not punish your pocket. It should reward your health, your family, and your trust in what you eat. That is the true cost of freshness — not in rupees, but in honesty. And that is exactly what ROOT delivers.