Alejandro "Alex" Velez
Co-Founder and Co-CEO, Back to the Roots. On 1 show, 1 appearance. The Shows tab opens the full record on each.
founderexecutivehostLinkedIn ↗backtotheroots.com ↗
Alejandro "Alex" Vélez Ramírez co-founded Back to the Roots in 2009 alongside Nikhil Arora while studying at UC Berkeley. The Oakland-based organic gardening brand creates home grow kits and organic seeds distributed in major retail chains nationwide.
1shows
1appearances
7statements
4resolved
1supported
0contradicted
25%fully supported
Everything Alejandro "Alex" Velez said on any show that made the record, most notable first. Each card names its show and opens the statement there.
Velez: Back to the Roots products are in over 14,000 stores globally
“And these amazing products, which are ready to grow, ready to eat products, a mushroom farm, a water garden, a garden in a can, and now organic breakfast cereal and breakfast toppers that are now sold in over 14,000 grocery stores around the country, and Canad…”
Back to the Roots reached every US Whole Foods in three months
“We put this in, in one Berkeley Whole Foods store. Within three months, we were nationwide with Whole Foods, every single store in the country”
Back to the Roots raised $500k in pre-orders before manufacturing Water Garden
“We had a 100,000 dollar goal, ended up doing 250,000 dollars in 30 days of pre-orders. We took that momentum, took it over to our website, another quarter million dollars. So this is half a million dollars of pre-orders without even creating the damn thing.”
Whole Foods, Petco, and Nordstrom launched Water Garden nationwide together
“So we took that buzz and went back to Petco, went back to Whole Foods, went back to Nordstrom, and for the first time ever, those three retailers took this product on nationwide. So we had a national launch with Whole Foods, national launch with Petco, Nationa…”
Velez: Back to the Roots is Costco's #1 organic cereal
“We're the number one selling organic cereal in Costco nationwide.”
Velez: Post, Kellogg's, and GM own 90% of $10B cereal market
“Three Goliaths, Post, Kellogg's GM, running the show. They own 90% of this ten billion dollar industry”
Velez: Whole Foods was the only grocer to respond to early pitches
“We took that same bucket, walked it into every single grocery store in like a 50 mile radius from Andronico's, every Andronico's in Berkeley and Oakland. We went to Farmer Joe's. We went to Berkeley Bowl. At the time, there was only one Berkeley Bowl. We walke…”
One line per show, most statements first. The link opens Alejandro's full record on that show: the calibration, argument clarity, speaking style and every statement made there.
| Show | Role there | Eps | Statements | Record | |
|---|---|---|---|---|---|
 MY FIRST MILLIONLEDGER | Co-Founder and Co-CEO, Back to the Roots | 1 | 7 | 25% 1/4 | full record on My First Million → |