Strong Roots sponsors Irish INDY NXT driver James Roe

Top INDY NXT Driver James Roe partners with global plant-based food brand Strong Roots as he eyes spot in INDYCAR.

Strong Roots, the growing global plant-based food brand led by Irish entrepreneur Samuel Dennigan is partnering with top Irish motorsport driver James Roe for the 2023 INDY NXT by Firestone season.

The Irish-led business landed a $55m investment from global food giant McCain Foods for a minority stake in the business.

“It’s always great to see an Irish person succeed abroad, James is an amazing role model and I love how proud he is of his Irish roots. Knowing where you’re from will help you grow to where you want to be”

Strong Roots is a global plant-based brand providing options that are better for people and the planet. From their staple Cauliflower Hash Browns and Spinach Bites, to their newest Crispy Skinny Chips, Strong Roots serves up healthy, tasty, and convenient food to fuel busy lives. Strong Roots makes healthy, delicious food fast, making the brand an ideal partner for James Roe.

“As a young professional athlete with a fast-paced lifestyle, James’ health and diet are critical to succeeding at his craft, he can’t afford to sacrifice on nutrition or convenience,” said Strong Roots’ CEO Samuel Dennigan. “So we’re thrilled to announce this partnership to fuel James as he ramps up to compete this weekend. James’ ambition for success on a global scale matches ours here at Strong Roots, making us natural partners.”

The partnership comes amid a period of global expansion for Strong Roots as they continue to lead in plant-based frozen food innovation and the brand has seen very strong sales growth in the US of 33.5% increase in sales year-on-year.

The Strong Roots’ team has grown 48%, to 52 employees this year, after raising $55m in strategic investment from McCain Foods to fuel this growth. The company also recently debuted their new carbon footprint packaging, making it the first ever frozen plant-based brand to display climate footprint scores on the front of their packs. 

Brand ambassador comes from Strong Roots

Racing car on track under a blue sky.

Raised in an automotive family in Naas, Co. Kildare, Ireland, James Roe began racing when he was fifteen years old. Since landing in the United States in 2018, the Irish driver has gone from strength to strength, recording numerous wins, pole positions, and podium finishes in every series he has competed in to-date, while working his way to INDY NXT. The 2023 season will be Roe’s first full-time appearance in the INDY NXT by Firestone championship.

“I’m delighted to join forces with Sam and represent Strong Roots as their brand ambassador. Their ethos aligns perfectly with my own, and I look forward to working with their team this season” said James Roe. “Fast food has become synonymous with unhealthy and processed meals, but Strong Roots takes plant-based food to the next level, meaning I don’t have to sacrifice on nutrition, convenience or taste. Which is what every athlete needs as we push ourselves to the limit on a daily basis.”

Globally, men eat around 57% more meat than women, according to the US Department of Health. However, men are increasingly looking to plant-based options to fuel their busy lives and the 2023 Veganuary challenge saw 10% more men interested in participating than women. High profile athletes including Lewis Hamilton and Tom Brady have long heralded the advantages of a plant-based lifestyle for strength and endurance and men across Ireland and the UK are now demanding fast plant-based options that are delicious, good for you, and good for the environment. 

“As Strong Roots and James grow our roots in the States, the entire team is behind him this Race Weekend. It’s always great to see an Irish person succeed abroad, James is an amazing role model and I love how proud he is of his Irish roots. Knowing where you’re from will help you grow to where you want to be,” said Dennigan. 

Main image at top: Strong Roots founder and CEO Samuel Dennigan with racing driver James Roe

John Kennedy
Award-winning editor John Kennedy is one of Ireland's most experienced business and technology journalists.