Curry, a Food Network host who started her cooking career by posting videos on YouTube, said she’ll draw on her expertise building brands as a board member of the East Bay company.
Celebrity chef Ayesha Curry has joined the board of home-gardening startup Back to the Roots, a tie-up that could help the company reach more Gen Z customers.
Velez declined to comment on the company’s valuation but said it is growing. He started the company in 2009 with his college friend Nikhil Arora after they experimented with growing mushrooms from coffee grounds. Back to the Roots now sells a variety of products, including kits to grow organic produce and flowers. They’re available online and in 10,000 retail locations including Target Corp. and Costco Wholesale Corp.
A serial entrepreneur, Curry is the co-founder of International Smoke, a restaurant chain with Michelin-starred chef Michael Mina. She is also behind the lifestyle brand Sweet July, which includes a publishing house under the imprint Sweet July Books, a subscription box business and a cafe in Oakland. And Curry is on the board of the Goldman Sachs’s One Million Black Women initiative, which oversees a $10 million fund to support Black women-owned businesses.
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