Dublin  — February 24, 2023 — Today, Strong Roots, the B Corp company on a mission to fix the freezer aisle, announced it is partnering with top Irish motorsport driver, James Roe for the 2023 INDY NXT™ by Firestone season. The twenty-four year old professional driver from Co. Kildare will helm the No. 29 car of Andretti Autosport for the 2023 INDY NXT feeder series with the Strong Roots logo on the rear area of his car side pod and on the upper sleeve of his driver fire suit. 

Strong Roots is a global plant-based brand providing options that are better for people and the planet. From their staple Cauliflower Hash Browns and Spinach Bites, to their newest Crispy Skinny Chips, Strong Roots serves up healthy, tasty, and convenient food to fuel busy lives. Strong Roots makes healthy, delicious food fast, making the brand an ideal partner for James Roe. 

Globally, men eat around 57% more meat than women, according to the US Department of Health. However, men are increasingly looking to plant-based options to fuel their busy lives and the 2023 Veganuary challenge saw 10% more men interested in participating than women. High profile athletes including Lewis Hamilton and Tom Brady have long heralded the advantages of a plant-based lifestyle for strength and endurance and men across Ireland and the UK are now demanding fast plant-based options that are delicious, good for you, and good for the environment. 

“As a young professional athlete with a fast-paced lifestyle, James’ health and diet are critical to succeeding at his craft, he can’t afford to sacrifice on nutrition or convenience. So we’re thrilled to announce this partnership to fuel James as he ramps up to compete this weekend,” said Strong Roots’ CEO Samuel Dennigan. “James’ ambition for success on a global scale matches ours here at Strong Roots, making us natural partners.” 

Raised in an automotive family in Naas, Co. Kildare, Ireland, James began racing when he was fifteen years old. Since landing in the United States in 2018, the Irish driver has gone from strength to strength, recording numerous wins, pole positions, and podium finishes in every series he has competed in to-date, while working his way to INDY NXT. The 2023 season will be Roe’s first full-time appearance in the INDY NXT by Firestone championship.

“I’m delighted to join forces with Sam and represent Strong Roots as their brand ambassador. Their ethos aligns perfectly with my own, and I look forward to working with their team this season” said James Roe. “Fast food has become synonymous with unhealthy and processed meals, but Strong Roots takes plant-based food to the next level, meaning I don’t have to sacrifice on nutrition, convenience or taste. Which is what every athlete needs as we push ourselves to the limit on a daily basis.”  

“As Strong Roots and James grow our roots in the States, the entire team is behind him this Race Weekend. It’s always great to see an Irish person succeed abroad, James is an amazing role model and I love how proud he is of his Irish roots. Knowing where you’re from will help you grow to where you want to be,” said Dennigan. 

The partnership comes amid a period of global expansion for Strong Roots as they continue to lead in plant-based frozen food innovation and the brand has seen very strong sales growth in the U.S. of 33.5% increase in sales YOY. The Strong Roots’ team has grown 48%, to 52 employees this year, after raising $55M in strategic investment from McCain Foods to fuel this growth. The company also recently debuted their new carbon footprint packaging, making it the first ever frozen plant-based brand to display climate footprint scores on the front of their packs. 

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About Strong Roots 

Strong Roots is the plant-based frozen food company on a mission to fix the freezer aisle. The brand was founded in 2015 by Samuel Dennigan, with the vision that food can be better. A certified B Corp, Strong Roots is a leader in providing a range of delicious plant-based options, that are sustainably farmed, shipped and sold, better for people and the planet. The company offers healthy, plant-based frozen food products, including Cauliflower Hash Browns, Mixed Root Vegetable Fries, Sweet Potato Fries, Spinach Bites, and Kale & Quinoa Burgers. Its products are sold in over 10,000 stores worldwide including major retailers in Ireland, the UK, and the U.S., as well as Australia, Singapore, Iceland, The Netherlands, Germany and the United Arab Emirates. 

PRESS CONTACT: 

Méabh O’Mahony

meabh@150bond.com