Southern Roots Vegan Bakery Crafts a Sweet Future with Passion, Purpose, and Plant-Based Desserts
Written by: Annie Taranshansky
Founded in 2019 by husband-and-wife duo Cara and Marcus Pitts in San Antonio, Texas, Southern Roots Vegan Bakery is a Black and woman-owned plant-based desserts company that is no stranger to excellence. Passionate about both the joy and health opportunities that plant-based eating has to offer, the Pitts’ launched their dessert brand and have set out to “revolutionize the way people perceive and enjoy plant-based treats.” From donuts to ice cream and everything in between, each baked good is made with the rich, Southern flavors that taste just like home to so many.
There seems to be no stopping Southern Roots Vegan Bakery from reaching extraordinary heights. At the top of their personal goals is a hope to build a plant-based meal program for seniors, inspired by Cara’s experience as a caretaker to her grandmother Mary Lee – and their vision doesn’t stop there. From working to develop sustainable, eco-friendly packaging as a small business to planning a future portfolio of plant-based companies, Southern Roots Vegan Bakery never loses sight of the quality, innovation, and inclusivity that first brought the sweet taste of success to their family kitchen.
Q: Can you tell us a bit more about the history of Southern Roots Vegan Bakery and the inspiration behind its founding?
A: After Marcus and I watched “What the Health,” we were inspired to rethink our relationship with food. Marcus embraced veganism immediately and has now for over 5 years, and while I don’t label myself as vegan anymore, I've grown passionate about incorporating more plant-based options into our lives and our family’s lives. This journey sparked a desire to recreate beloved Southern desserts in a way that was kinder to our bodies and the planet. In 2019, we decided to share our creations with the world, turning our kitchen experiments into a thriving bakery that mirrors our love for rich, Southern flavors without the use of animal products.
Q: Why desserts? What is it about plant-based baked goods that led you to this category?
Our journey at SRVB began with the aim to redefine high quality desserts. We ventured into plant-based baking to offer guilt-free indulgences, ensuring everyone could enjoy the magic of desserts without compromise. We've expanded this venture into ice cream, with the recently acquired Cielo Scoops - a premium plant-based ice cream company. Cielo Scoops marks the start of an expansion into building a diverse portfolio of products beyond baked goods.
We're driven by one of my personal goals which is to introduce a plant based meal program for seniors, highlighting our commitment to making plant-based options accessible across all meals and ages. This goal was born in 2018 when I was a caregiver for my grandmother Mary Lee who just turned 101 a few weeks ago! From desserts to dinners, our mission is to revolutionize eating, making every meal an opportunity for joy and health, especially for those who might benefit the most.
Q: What do people need to know about Southern Roots Vegan Bakery’s mission? Can you speak to your company’s core values?
Our mission extends beyond merely baking; we aim to revolutionize the way people perceive and enjoy plant-based treats. Central to our goals is a commitment not only to quality and transparency but also to forging a path toward greater sustainability. While we navigate the challenges of incorporating eco-friendly packaging—a complex issue for a small business due to the higher costs of sustainable materials—it remains a pivotal goal in our journey. We're dedicated to evolving our practices to align with environmental stewardship as closely as our commitment to culinary excellence. Our vision is to cultivate a family of companies renowned not just for their delightful offerings but for embodying a culture of integrity, where employees find a long-term home to grow and thrive alongside us. Drawing from my extensive background in customer service leadership, we place immense value on listening to our community, addressing their needs, and easing their concerns. This approach helps us identify and alleviate the pain points consumers face in finding genuinely satisfying plant-based options, ensuring our mission is felt in every interaction and every product we create.
Q: One of the goals of this series is to help shine a light on the stories and individuals behind the companies. What is your big “why” for working in the plant-based foods industry? Is there a particular cause or fact that you learned that motivated your work and passion?
Our "big why" at Southern Roots Vegan Bakery is not about persuading everyone to adopt a vegan lifestyle; rather, it's about offering choices that make a positive impact, however large or small. We understand the guilt and shame that can accompany dietary choices, especially when trying to adhere strictly to diets or trends, which I’ve personally experienced. Our aim is to be a source of healthier, more accessible options that encourage a shift towards plant-based eating without the pressure that comes with perfection. By focusing on creating better-for-you brands, we believe we can contribute to a larger, positive change in how food is enjoyed and appreciated, fostering a guilt-free, inclusive environment for all our customers.
Q: It’s clear that family is at the center of the Southern Roots story. Can you speak to what it was like taking a bold risk and jumping into a career with your spouse? How has running a family-owned business inspired or challenged you?
Embarking on this journey with Marcus, my husband and best friend, has been the adventure of a lifetime. Like any venture, it's had its ups and downs, but facing them together has only strengthened our bond and our business. Starting Southern Roots as a family-owned bakery has taught us the true meaning of teamwork, resilience, and the power of shared dreams. It's been incredibly rewarding to see how our individual strengths complement each other, driving our bakery forward. The challenges have been real, but they've taught us invaluable lessons about perseverance, adaptability, and the sweet taste of success that comes from genuine effort and love.
Q: Where do you see your bakery heading in 5 years? What aspirations do you have for the future of your company?
In five years, Southern Roots Vegan Bakery envisions itself as a beacon in the plant-based world, with Marcus and I having a flourishing portfolio of companies under our wing. We aim to be recognized as a leading supplier of premium plant-based products across various categories. Our aspirations stretch far beyond the bakery counter; we seek to innovate and expand our reach, making our mark in retail and foodservice sectors alike. By fostering a culture of excellence and inclusivity, we aim to not just meet but exceed the evolving demands of our customers, ensuring Southern Roots is synonymous with quality and innovation in the plant-based industry.
Q: What has been the most rewarding moment or pivotal milestone you’ve witnessed during your time at Southern Roots Vegan Bakery? As a plant-based company and a Black-owned/woman-owned business, are there any big moments of celebration you’d like to share, or any obstacles you’ve successfully overcome?
One of our most rewarding milestones has been our partnership with Sprouts Grocers, launching our products in over 150 locations across Texas and California. This journey, both challenging and rewarding, signifies our growing footprint in the retail space. We're eagerly looking forward to expanding our presence to all 400 Sprouts locations and other retailers. This expansion is a testament to our resilience, dedication, and the quality of our offerings. As a Black-owned, woman-owned business in the plant-based sector, each step forward is a celebration of our commitment to diversity, quality, and sustainability.
Q: Can you give us a sneak peek into any notable news or exciting product launches in the pipeline for 2023/2024?
The future looks bright for Southern Roots! We're actively expanding our retail and foodservice portfolios, aiming to become the go-to choice for premium quality plant-based products across the US. With Cielo Scoops, we're broadening our foodservice and e-commerce presence, aspiring to see our premium ice cream in restaurants nationwide. Plus, we're experimenting with new products that could enhance our ice cream offerings. Stay tuned for exciting developments as we continue to grow our brands, ensuring each step we take is filled with innovation, passion, and fun.
Q: Where can we learn more about Southern Roots Vegan Bakery?
To dive deeper into the world of Southern Roots Vegan Bakery and stay updated on our latest adventures, offerings, and milestones, visit our website at SouthernRootsVegan.com. You can also connect with us on social media; follow us on Instagram and Facebook @SouthernRootsBiz for a behind-the-scenes look at our bakery, sneak peeks of upcoming products, and more. Join our journey as we continue to spread the joy one delicious treat at a time.