Today, Back to the Roots, pioneered by Millennial co-founders Nikhil Arora and Alejandro—Alex—Velez are spearheading that pursuit by bringing whole-grain,biodynamic, single-sourced cereals into the New York City public school system, replacing options once offered by food giant, Kellogg’s.

“It was a pretty pretty monumental moment for us,” says Alex of seeing Back to the Roots’ Cinnamon Clusters and Purple Corn Flakes gobbled up by hungry kids in the largest school district in the country.

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