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 CultivateCPG Director of Sales, I’ve sat at the intersection of buyer expectations, supplier challenges, and fast-moving trends. I’ve built reset plans, advised on trade strategy, optimized margins, and helped brands earn their shot — my insight and approach is different because I’ve lived both sides of the shelf.

Natural Rooted Strategies was founded to give emerging and mission-driven brands the edge they deserve — with insights, and retail readiness typically reserved for large CPG teams. I’m not a broker. I’m not a sales rep. I’m 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.

“When the stakes are high, you don’t need a bigger team — you need a smarter strategy. It’s about showing up with the right narrative and proof. I believe the shelf isn’t won with noise. It’s won with rooted brand insights, transformed into strategies buyers can’t ignore.” - Raymond Muñoz