We created TruRoots™ to cultivate brands and delicious products that nourish families and communities – from root to fruit.
For us, this means our commitment to excellence extends to how we source and produce our products as well.
Our family of brands includes R.W. Knudsen Family®, the gold-standard in fruit & vegetable juices; TruRoots™ organic grain-based foods; and Santa Cruz Organic® sauces and beverages. We’re excited to bring you beloved favorites and fresh innovation inspired by the pioneering spirit with which our brands were founded.
From our long-standing support of family-run farms to a passion for sustainability, TruRoots™ is dedicated to bettering the world and empowering the communities in which we work, live and grow.
With a portfolio that boasts wholesome grains and plant-based meals to delightfully refreshing fruit and vegetable juices, our products nourish mind, body and soul.
OUR MISSION
Cultivate thriving brands you can’t live without.
OUR VISION
Nourish our families, communities, and planet – from root to fruit.
Our values
QUALITY
Passion for excellence. We stand behind every bite–and all the sips too.
Integrity
Walk the talk.
We gain trust by accountability, directness and never making a false claim.
Community
Us–not them.
Empower communities where we work, live and grow, so together we thrive.
INGENUITY
Embrace the new.
See a need and plant a seed. If it fails, fail cheap, fail fast, but fail forward.
Agility
In motion together.
Be nimble, adaptable and collaborate to innovate.