OUR STORY
Roots began with a simple change we made in our own lives.
We’re two friends who, about two years ago, decided to cut out refined sugar. Like most people, we both had a strong sweet tooth, so it wasn’t the easiest decision. Naturally, we started looking for alternatives that still felt satisfying.
That’s when we turned to dates.
At first, it was just a replacement. Something to get us through those cravings. But the more we explored, the more we realised how little most people and we actually knew about them.
A Different Way of Looking at Dates
For many people in the UK, a date is just a date. Usually soft, sticky, and sweet.
But once we started trying different varieties, we noticed how much they can vary.
Some are soft and rich,
some are firm and slightly dry,
some are chewy,
and others are light with a gentle sweetness.
That difference in texture is where a lot of confusion comes in.
If a date isn’t soft or sticky, it’s often assumed something is wrong with it.
But in most cases, that’s simply how that variety is meant to be.
Going to the Source
As we got more interested, we wanted to understand where these differences come from.
So we went to Saudi Arabia, where many of these varieties are grown.
We spent time with farmers and growers, seeing the process up close from harvesting to sorting and packing. It gave us a much clearer picture of how much care goes into each variety, and how natural factors like climate, timing, and handling affect texture and moisture.
Since then, we’ve been working closely with growers there, sourcing our dates directly rather than going through multiple layers.
Why We Started Roots
We created Roots to share that understanding.
Not just to offer different types of dates, but to help people see them for what they are, a naturally varied fruit with its own range of textures and characteristics.
Each variety has its own feel, its own balance of moisture, and its own way of being enjoyed.
Instead of changing that, we focus on keeping each type as close as possible to how it naturally is.
What Matters to Us
For us, this started with making better choices in our own routine.
Over time, it became about helping others make sense of those choices, too. Dates became more than just something sweet; they became a way to move away from refined sugar without feeling like something is missing.
Where We Are Now
We’re still at an early stage, building this step by step.
Every order helps us grow, and every conversation helps us improve how we explain what we do.
If You’re New Here
If you’re trying dates for the first time or trying different varieties for the first time, give yourself a bit of time to understand them.
They’re not all meant to feel the same.
And once you get used to that, you start to appreciate them differently.