Startup Spotlight: Tech consultant returns to the farm with Reroot, connecting growers with consumers

Startup Spotlight: Tech consultant returns to the farm with Reroot, connecting growers with consumers

After two decades consulting for the likes of Microsoft and Boeing, Genevieve Priebe took over her family's farm, ran the numbers, and found that growing food doesn't pay. Her bootstrapped startup, Reroot, aims to help solve the problem with features including a marketplace and app for buying food directly from local producers.