Mission & Impact

Cofounders Ashley and Hedy with three locals, posing with Rooted Fare sauces at a pop-up.

Our Mission 

Rooted Fare is on a mission to make food personal and equitable. We financially empower immigrant chefs through profit share and direct impact while changing the narrative around immigrants and our food by sharing stories and fare (another word for "food"). 

The Rooted Fare Impact Model

Taking a more in-depth look, this is our process:

1. Immigrant chefs share their original recipes and tell us their story.

We believe the most delicious foods are personal. We test these recipes for deliciousness and allow the chef to be creative and break the mold. No culture's people is monolithic and neither is a culture's food! 

2. Rooted Fare takes care of the rest.

We test and make their sauces and share their story wherever we can, like on jar labels and here! Immigrant chefs have said they prefer to take this hands-off approach because running their restaurant and taking on other jobs leaves them little to no time.

3. You purchase amazing sauces to make cooking easy + also do good.

You receive unique, versatile, and incredibly delicious sauces that make more meals joyful! 

4. Rooted Fare shares profits with the immigrant chef recipe creator.

They may use it in the way that most empowers them today, whether that's for hiring staff at the restaurant or buying school supplies for their children. 

5. Your support helps change the perceptions of immigrants and our food.

When you partake and share a chef's story and fare, you bring visibility and celebration to people who've long deserved but seldom received it! 

Who Benefits?

Everyone! Foodies and home cooks gain more access to diverse cultural foods and stories, while immigrants who are fabulous cooks gain celebration and recognition for their fare and humanity. We're building a kinder and more personal food system. 

Here's a quote from our first chef partner, Wenling Peng:

"I’m really excited to work with Rooted Fare. I’ve known Ashley all her life and saw her grow up in my sister’s restaurant where I worked. In the past, I have thought about commercializing some sauces before and selling them at the grocery store, but the money required to do it stopped me. Having Rooted Fare manufacture sauces is great service for chefs like me who are too busy running a restaurant and lets me spend more time with my family while earning some extra income."

Meet the Chefs

Let us introduce our chef partners, master adaptors and preservers of culture and cuisine, but also funny, inspiring, bold humans. 

Meet Wenling

Wenling Peng

We're honored to partner with chef Wenling Peng and share her reimagined hometown flavors through our collaborative Sichuan sauce line. 

[Please Note: We've translated and snipped together parts of her interview to help you learn her story:]

Wenling came from Chongqing, Sichuan Province to the US in 1999 with a dream. "At the time, I was a single mother with a son to support, so I moved to the US because my older sister was already here and told me there were more opportunities."

Wenling cooking specialty Chongqing food.

She began working at her sister's restaurant. "When I first got here, I didn’t know English or where to even start to look for jobs. So in order to survive, the only thing I could do was work in restaurants. But I’ve always liked working in restaurants, so it was fine. In Sichuan, that’s what I did too. It was very labor intensive since we made everything from scratch, from dumpling skins to chopping vegetables to fine pieces for fillings. I’ve worked in the restaurant industry ever since then."

Wenling always had a knack for cooking, and it becomes no surprise when you learn that her parents were fabulous cooks, too. She said that of her childhood memories, what stands out is her mom selling breakfast food like fresh buns, baos, and Chinese donuts at her stall. Her mom was most famous for her tang yuan, or glutinous rice balls with sweet black sesame and walnut filling; she even won awards! Her dad often supervised and instructed all the children of the family how to cook dinner every night. That's how Wenling and her 7 siblings learned so many regional and family recipes. 

Photos featuring Wenling.

After accumulating decades of experience working in the restaurant industry, she opened up her own restaurant called Cup of Noodles, in Rancho Cucamonga. "The best thing about having my own restaurant is that I get to make my own decisions. I can reach my full potential to make my own creative take on dishes. Our specialty is food from Chongqing. I think our dishes are delicious so I want to introduce our food to everyone in the world." 

Want to read more? Check out Wenling's 12-part story on our Instagram, starting with the first part here.

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Know an amazing immigrant chef restaurateur or home cook we should partner with? Send us a note at hello@rootedfare.com.