Rooted Fare wholesale products

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About Rooted Fare

Hi there! We're Ashley and Hedy, co-founders, childhood friends, and daughters of immigrants who grew up in the San Gabriel Valley in SoCal. We started Rooted Fare to create fun, modern Chinese American spreads that are nostalgic yet novel for a new generation of eaters and dreamers. We use flavors and traditions from our childhood to create something uniquely our own that everyone will love! Our first product is our Black Sesame Crunchy Butter, a sweet and savory, smoky and crunchy spread that goes great on everything! It’s inspired by one of our favorite desserts growing up: sweet tang yuan, a glutinous rice ball that’s typically filled with luscious and sweet black sesame. Ashley grew up watching her mom and aunts make tang yuan at the restaurant based on their own mother's recipe -- they told her stories about how her grandma used to win tang yuan competitions in China while sneaking her a spoonful of the luscious filling (her favorite part)! Two years ago, Ashley and her aunt were making the dessert for Chinese New Year and she wondered how it’d taste as a spread. She took some of the filling and just happened to see breadcrumbs in the corner of her eye that she’d used to make pasta the same week. She added them to see if it’d add an interesting texture, tasted it, and loved how the crunchiness balanced the rich, creamy butter. Thus, through Ashley’s innovation, Rooted Fare’s Black Sesame Crunchy Butter was born!