Carting Healthy

As the demand for healthier food choices surges, ROOTS Food is leading a revolution in the UAE’s grocery landscape.

In a world where consumers are becoming increasingly conscious of what they eat, ROOTS Food is setting a new benchmark for clean, healthy, and accessible nutrition in the UAE. Founded by Florian Jansen, ROOTS Food aims to revolutionize the grocery market with a strong focus on clean-label products—foods free from artificial additives and unnecessary processing. With a plan to scale up to 250 stores across the UAE, Jansen envisions a future where healthy eating is not a privilege but a standard. In this exclusive interview, he shares his journey, challenges, and vision for the brand.

What inspired you to launch ROOTS Food in the UAE?

The idea behind Roots Food is to bring clean-label, high-quality, and affordable nutrition to a wider audience. We don’t see ourselves as just another niche organic brand; rather, we aim to be a mass-market phenomenon. We were inspired by successful models in Russia, where a similar concept scaled to over 1,800 stores. Our goal is to ensure that customers can pick any product from our shelves with complete confidence in its quality and nutritional value.

How does ROOTS Food ensure quality while scaling up?

Quality management is at the core of our operations. We have a strict quality assurance process inspired by global best practices. This includes working closely with food technologists, conducting regular lab tests, and maintaining strong supplier agreements that incentivize compliance and penalize deviations. As we scale, we will expand our network of regional suppliers to ensure shorter logistics chains and better supply flexibility.

You mentioned affordability as a key pillar. How do you keep your products competitively priced?

We are not just a retailer; we are a food brand. Unlike traditional retailers that stock multiple third-party brands, we produce our own products, allowing us to control costs and quality. Our store format, ranging from 150 to 250 square meters, is designed for efficiency. Additionally, we plan to introduce micro-markets in office buildings, making healthy food even more accessible without increasing overheads.

What role does technology play in ROOTS Food’s expansion?

Technology is crucial in two ways: operations and customer engagement. In operations, we are launching AI-driven supply chain solutions to minimize waste and ensure optimal inventory management. On the customer side, we take feedback seriously—far beyond the usual customer service approach. We gather real-time insights on product preferences, allowing us to refine and innovate quickly. We have also launched autonomous delivery rovers, which will provide a seamless last-mile experience for customers.

Using the delivery robots is simple and convenient. Customers can place their orders through the ROOTS website at go-roots.ae and select the robot delivery option at checkout. Once the order is prepared, the autonomous robot will be dispatched to the customer’s location. Upon the robot’s arrival, the customer will receive a notification via WhatsApp to retrieve their order. Designed to navigate diverse weather conditions, the last-mile delivery robots are perfectly suited for the Middle East’s unique environment. This initiative also aligns with the Dubai Autonomous Transportation Strategy, which aims to convert 25% of transportation to autonomous modes by 2030, reducing CO₂ emissions by 30%.

What are the key trends shaping the grocery retail market in the UAE?

Three key trends stand out:

1. The need for a truly omnichannel experience—retailers must integrate online and offline touchpoints seamlessly.
2. The growing demand for healthy nutrition—people want clean, unprocessed foods at accessible prices.
3. A shift towards localized supply chains—businesses that can source regionally while maintaining quality will have a competitive edge.

What challenges do you foresee, and how do you plan to tackle them?

Scaling clean-label food is challenging because suppliers must be trained to meet strict quality standards. We invest heavily in supplier education and quality control. Managing a fresh food supply chain also comes with shorter shelf life and inventory complexities, but with robust technology and strategic partnerships, we are confident in overcoming these hurdles.

What’s next for ROOTS Food?

We are rapidly expanding our footprint in the UAE, with plans to reach 250 stores within five years. Beyond that, we see strong potential in the wider GCC market. Additionally, our pilot online platform is growing, and we are in discussions for strategic partnerships with major retailers to enhance brand reach. Our goal remains the same—making clean, healthy food accessible to all.

ROOTS Food is not just reshaping grocery retail—it’s redefining what healthy eating means for the modern consumer.