Business Plan & Investor Pitch

Turning Food Waste Into Value

I set out to tackle food waste by reimagining what surplus produce could become. What started as a simple idea evolved into Fruit Root — a concept-stage company that turns upcycled ingredients into flavorful food products. I developed a comprehensive business plan outlining the market opportunity, competitive positioning, operational model, and go-to-market strategy, supported by financial forecasts that show growth potential and sustainability. This reflects my ability to blend strategic insight, market analysis, and practical execution to bring a business concept to life.

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This 10-minute pitch video makes a compelling case for how sustainability and profitability can coexist. It positions Fruit Root as an investor-ready company.

Highlights

Market Insight
Researched market and consumer trends in sustainable food innovation to identify opportunities within the upcycled food space. Translated the broader challenge of food waste into a focused market opportunity with clear potential for differentiation and growth.Strategy & Execution
Developed the full foundation of a concept-stage company — defining the business model, brand positioning, operations, and go-to-market strategy. Integrated insights across research, financial planning, and supply chain to create a cohesive, scalable plan that bridges strategy and execution.Results & Impact
Demonstrated how purpose and profit can coexist. Reinforced my ability to create data-informed strategies, translate insights into viable business concepts, and articulate a clear path from idea to market – skills I apply to real-world initiatives that require both strategic vision and operational clarity.

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The Fruit Root Origin Story

Fruit Root is the brainchild of Dana Moran, inspired by her daughter — a minimal-waste pastry chef who sees potential in every ingredient. What began as a kitchen conversation about food waste evolved into a mission to rescue surplus produce and create a tasty product consumers can feel good about using when baking, cooking, and more. It’s a purpose-driven brand designed to make sustainability simple, flavorful, and accessible.Partnering with a fellow Quantic School of Business and Technology colleague, Dana developed Fruit Root Upcycled Powders — a U.S.-based, woman-owned upcycling company that turns misfit fruits and vegetables into small-batch, versatile powders free of allergens, dyes, and additives.

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Digital Product Passport

One of Fruit Root's differentiators is incorporating a Digital Traceability Platform for consumers to track their product’s journey from farm to home. A QR code scan takes you to a landing page showing the product's story, including farm location, harvest date, and interesting farmer or cooperative stories. It will also include batch-specific data such as lot numbers and best-by dates. For enhanced transparency (one of our company values), we will provide bonus information such as interactive maps and timelines tracking the product journey.

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