Ashley Xie

Ashley Xie is the co-founder of Rooted Fare, a company that creates modern Chinese-American pantry staples.12 She started the company in 2021 with her childhood friend and fellow co-founder, Hedy Yu.14 Both Ashley and Hedy are second-generation Chinese Americans who grew up in the San Gabriel Valley in Southern California.2

Background and Motivation

Ashley's entrepreneurial journey was inspired by her experiences as a Chinese American. When she went away to college, she found herself missing the Chinese flavors she grew up with and felt disconnected from her heritage.1 This led her and Hedy to create Rooted Fare, with the goal of making Chinese flavors more accessible to everyone.1

Rooted Fare's Products

The company's first product is Black Sesame Crunchy Butter, which is based on Ashley's grandmother's recipe for tang yuan, a traditional Chinese dessert.1 This spread is described as slightly sweet, nutty, and crunchy, and can be used in various ways, from toast toppings to ice cream mix-ins.1

Professional Experience

Prior to founding Rooted Fare, Ashley had been involved in the food industry for some time.5 She has also been active in community service, organizing food drives and gardening at local elementary schools. Through these activities, she has built relationships with local government officials, including the mayor.3

Entrepreneurial Insights

Ashley emphasizes the importance of:

1. Starting narrow and focusing on a single product
2. Continuous learning and adaptability
3. Networking and learning from others in the industry1

Future Plans

Ashley and her co-founder are working on product collaborations with local Asian restaurants and bakeries. They also plan to continue doing tastings at Bristol Farms stores and creating recipe videos to inspire new uses for their products.1