About Natural Rooted Strategies

After a decade inside the natural grocery industry — from pricing analyst to merch specialist to category manager to Director of Sales — I’ve seen how truly great brands can still struggle to grow without the right strategy behind them. I started Natural Rooted Strategies to change that.

As the former Sprouts Category Manager and Director of Sales at CultivateCPG, I’ve operated at the crossroads of buyer expectations, supplier challenges, and fast-moving consumer trends. I’ve led resets, shaped trade strategies, optimized margins, and built data-driven insights that help brands make smarter decisions. My analytical approach sets me apart — I don’t just provide recommendations, I back them with numbers that show buyers the upside. Having lived both sides of the shelf, I know how to bridge the gap between what buyers need and how brands can deliver — unlocking growth through strategic, data-backed execution.

Natural Rooted Strategies was created to give emerging and mission-driven brands the edge they deserve — with insights, and retail readiness typically reserved for large CPG teams. We’re not brokers or sales rep. We’re your strategic retail partner — helping you pitch smarter, plan better, and show up ready, without the overhead or sacrificed percent of sales.

If you’ve got a product worth believing in, I’ll help you build the strategy to match.

“ It’s about showing up with the right narrative and proof. In natural, success doesn’t come from noise. It’s won with rooted insights transformed into winning strategies buyers can’t ignore.” - Raymond Muñoz