Market services for California’s regional farming communities

Our mission is to accelerate California’s transition to regenerative agriculture by empowering regional farming communities to thrive economically.

Julia Sunderland, Founder

I founded Rootstock to unlock the significant economic, ecological, and social benefits of transitioning to regenerative agriculture and more regional food systems.

With 20 years of experience building and scaling mission-driven businesses, I have focused on climate entrepreneurship since 2021—advising startups working on climate and nature-based solutions and co-founding Equitable Earth to combat deforestation. Prior to this, I held global leadership roles at Google, driving strategy, operations, and growth for early-stage ventures. My earlier career included strategy consulting, private equity diligence, and supply chain innovation.

I’m energized by working alongside amazing people to evolve bold ideas into real, lasting change.


My current focus is in Salinas Valley and neighboring regions. I am exploring pilot concepts and partnerships, and seeking co-creators and advisors.

Please reach out if you’d like to connect.