For many people, eating enough vegetables every day sounds simple in theory but can be surprisingly difficult in practice. Busy workdays, family schedules, travel, and limited meal prep time often make consistency the biggest challenge. Others—including post-bariatric patients, individuals experiencing chronic nausea, children who avoid vegetables, or those navigating certain health conditions—may have an even harder time consuming enough nutrient-rich foods.
Urban Roots Farms was created to help bridge that gap with a philosophy that is refreshingly straightforward: grow real food, preserve it carefully, and make it easy to enjoy every day.
The company’s mission says it best: “To bring the farm to every family: growing, harvesting, and freeze-drying organic microgreens at peak nutrient density so that real, whole-food nutrition is accessible to everyone, including those who need it most.”
A Company Built From Two Different Perspectives
Urban Roots Farms began when founders Ryan Kealy and Dr. Robb Blackaby realized they had arrived at the same solution from very different careers.
Ryan Kealy spent more than two decades leading large-scale real estate development projects across Arizona. Outside of work, he coached youth sports and raised a family, giving him firsthand insight into how difficult it can be for even motivated families to maintain healthy eating habits amid packed schedules. Living in the Arizona desert also shaped another priority—finding ways to grow food responsibly while respecting valuable water resources.
Dr. Robb Blackaby brought decades of experience as a Doctor of Physical Therapy and Certified Athletic Trainer working alongside Olympic and professional athletes. Throughout his career, he saw that consistent nutrition plays an important role in supporting everyday wellness and athletic performance. Together, the founders set out to create something that could fit naturally into real life rather than adding another complicated wellness routine.
Growing Nutrition Instead of Manufacturing It
Urban Roots Farms describes its philosophy in three simple words:
Grown. Not Made.
Instead of building products around isolated nutrients, proprietary blends, or synthetic fillers, the company focuses on USDA Certified Organic microgreens.
Microgreens are harvested early in their growth cycle—typically between days 10 and 20—when research suggests they may contain higher concentrations of certain vitamins, minerals, and beneficial plant compounds than their mature vegetable counterparts.
To help preserve their nutritional profile, Urban Roots Farms grows and freeze-dries its organic microgreens at its Scottsdale, Arizona facility within hours of harvest. The freeze-drying process creates a shelf-stable product that can be stored for more than two years without refrigeration, making it easier to keep whole-food nutrition on hand wherever life takes you.
Spotlight on TrueMyco
Among Urban Roots Farms’ product offerings, TrueMyco reflects the company’s commitment to ingredient transparency and whole-food nutrition.
The formula starts with TrueMicro, a blend of seven organic freeze-dried microgreens grown and processed at the company’s Scottsdale facility. It is then combined with three certified organic functional mushrooms sourced from Mycolove Farm in Longmont, Colorado:
- Cordyceps
- Lion’s Mane
- Chaga
Each serving contains the equivalent of 1,000 mg of each mushroom’s raw ingredient. Urban Roots Farms also fully discloses every ingredient and amount used, with no proprietary blends or synthetic fillers.
Designed for everyday convenience, TrueMyco mixes easily into water, coffee, smoothies, or other beverages. A single half-teaspoon serving provides the nutritional equivalent of approximately three servings of organic vegetables, according to the product label, making it an easy addition to a daily routine.
Built Around Transparency
Urban Roots Farms believes consumers should know exactly what they’re putting into their bodies.
That commitment extends beyond ingredient lists. The company’s ownership team brings together expertise from agriculture, healthcare, sports performance, and business leadership.
Clinical co-formulator Dr. Dan Rubin, ND, FABNO, helped guide product development with a focus on ingredient integrity. Ken Crenshaw, Director of Sports Medicine and Performance for the Arizona Diamondbacks, contributed his experience working with high-performing athletes. Mark Schouten adds decades of operational leadership that helps support the company’s continued growth.
Together, the team shares a common objective: creating products centered on whole-food ingredients with clear labeling and thoughtful sourcing.
Bringing Whole-Food Nutrition Within Reach
Urban Roots Farms recognizes that nutrition looks different for every individual. Some people simply want an easier way to add vegetables to their day. Others may be looking for a small, convenient serving of whole-food nutrition that fits comfortably into their lifestyle.
Rather than asking consumers to overhaul their routines, the company has focused on making consistency more achievable through products that are portable, shelf stable, and simple to use.
That commitment is reflected in the founders’ guiding philosophy:
“We couldn’t get every family to the farm, so we found a way to bring the farm to every family.”
By combining organic microgreens, carefully sourced ingredients, and transparent manufacturing practices, Urban Roots Farms continues working toward its mission of making whole-food nutrition more accessible—one small scoop at a time.
Written in partnership with Tom White
