Plant-Based Power: Strong Roots Partners with INDY NXT Driver James Roe for 2024 Racing Season

March 6, 2024
Posted in News
March 6, 2024 jamesroejr

St. Petersburg, Florida — March 6, 2024 — Today, Strong Roots, the plant-based B Corp brand on a mission to fix the freezer aisle, announced a fresh partnership with top Irish motorsport driver, James Roe for the 2024 INDY NXTTM by Firestone season. The twenty-five-year-old professional driver from Co. Kildare will helm the No. 29 car for the Andretti Global INDY NXT team with the Strong Roots logo displayed prominently on his racing helmet.

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 ‘Good Made Easy’ single-serve entrees, Strong Roots provides healthy, tasty, and convenient food to fuel busy lives.

Globally, male athletes are adopting plant-based and veg-forward diets, making the change to more sustainable food options and busting myths that meat is needed for appropriate levels of protein or building muscle. Research has shown that men are increasingly going meat-free– a recent survey of UK men saw that over 40% expressed interest in going vegan or are planning to do so as veganism and plant-based diets increase in popularity. Top athletes like Lewis Hamilton and Chris Paul have adopted plant-based diets, vocalizing how going meat-free has helped to improve energy levels and keeps them at the top of their game.

“We’re thrilled to partner with James as he gears up for this year’s racing season. As a dynamic young athlete navigating a high-paced professional life, James’ health and dietary choices play a pivotal role in achieving excellence in his sport. He can’t sacrifice nutrition or convenience as he balances his busy lifestyle, so we’re honored to give him the fuel he needs to succeed,” said Samuel Dennigan, CEO of Strong Roots. “We’re excited to follow James’ journey this year and are right alongside him— both proud Irish-born and bred partners with ambitions for global success.”

Since landing in the United States in 2018, Roe has achieved success in every series in which he’s competed including a podium finish on the road course at the Indianapolis Motor Speedway in 2023. The 2024 season will be Roe’s second full-time appearance in the INDY NXT by Firestone championship – the final step on the road to the NTT INDYCAR SERIES – for powerhouse team Andretti Global.

“I’m proud to continue to partner with Strong Roots as a brand ambassador – representing our shared Irish roots and global ambitions. Nutrition is such a crucial factor in my fitness and the nutritious plant-based options that Strong Roots offers keep me on track for success. Whether I’m at home or at the track, Strong Roots’ Good Made Easy meals are a perfect solution for my fast-paced life,” said Roe.

As Roe eyes the U.S. for continued success this year, it’s also an area of focus for Strong Roots to continue leading in plant-based frozen food innovation. In just the last year, Strong Roots has seen very strong sales growth in the U.S. with a 33.5% increase YOY, targeting $30 million in sales in the U.S. alone. The company recently debuted a new pipeline of products including their Good Made Easy single-serve entrees in stores at Whole Food Markets as well as a series of Crispy Skinny Fries, Crispy Crinkle Fries, and Proper Chips in the U.K..


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.


Ciara Warner