The First U.S. Grown, 100 Percent Stoneground Cereal
A novel new cereal.
I don’t think I’m alone when I say I’m in awe of the two guys behind Back to the Roots.
Nikhil Arora and Alejandro Velez had just graduated from the Hass School of Business at the University of California, Berkeley when they turned their backs on lucrative job offers in investment banking and business consulting. Instead, they turned their attention to starting their own business — creating DIY mushroom-growing kits using spent Peet’s coffee grounds.
That single product launched them at Whole Foods and other major retailers. Next, their Back to the Roots company devised a Water Garden, a self-cleaning fish tank that grows fresh herbs in a compact aquaponics system.
Now, they’ve set their sights on the cereal industry. The result is Organic Stoneground Flakes ($4.99 for an 11-ounce container), which bills itself as the first U.S. grown, 100 percent stoneground cereal on the market. It’s made with only three ingredients: organic, non-GMO stoneground whole wheat from California, sea salt from the San Francisco Bay, and a touch of organic cane sugar from Florida.