For Back to the Roots, mission to ‘undo food’ starts with cereal


Back to the Roots, an Oakland, Calif., maker of organic breakfast cereal, has trademarked the phrase “Undo Food.” Here’s what that means.

“That’s become our call to action and our mission and mantra internally,” said Nikhil Arora, co-founder of Back to the Roots. “It comes down to transparency and simplicity… The way we articulate this on the packaging is ‘just three ingredients.’ We put our recipe on the box, and I can’t tell you how many folks in the industry tell us we’re crazy.”