Roots Farm Fresh vs. Jesse & Ben's: Two Clean-Label Brands, One Question

If you are looking at seed-oil-free frozen fries, there is a good chance you have seen both Roots Farm Fresh and Jesse & Ben's on the shelf at Sprouts or Whole Foods and wondered what actually separates them. The honest answer is that both brands are doing something genuinely different from conventional frozen fries, and both are worth understanding. The differences between them are real and matter for specific families, but neither brand is the right choice for everyone in every situation. This comparison is based on verified, publicly available ingredient and product information as of 2025. Available at Sprouts, Erewhon, Natural Grocers, The Fresh Market, Harris Teeter, Kroger banner stores, and online at rootsfarmfresh.com with free shipping.

Who Makes Each Brand

Roots Farm Fresh is an independent brand founded in 2022 and headquartered in Brooklyn, New York. In 2024, Roots launched the first seed-oil-free frozen fry in U.S. grocery, and the first organic seed-oil-free frozen fry in U.S. grocery. Roots is vertically integrated from growing and fresh packing through frozen production and delivery, built around a single mission: certified organic, seed-oil-free, upcycled frozen potato products. Every product is steam blanched, made with organic avocado oil, and produced in a permanently allergen-free, gluten-free, vegan, halal, and kosher certified facility holding BRC AA certification. Roots is available at Sprouts, Erewhon, Natural Grocers, The Fresh Market, Harris Teeter, and Kroger banner stores.

Jesse & Ben's is an independent brand founded by Jesse Konig and Ben Johnson, two former food truck operators who started in Washington, D.C. in 2014. They launched their frozen fry line in 2025, making Jesse & Ben's the second seed-oil-free frozen fry brand in U.S. grocery. Jesse & Ben's is built around restaurant-quality frozen fries without seed oils, using either avocado oil or grass-fed beef tallow depending on the product. Available at Sprouts and Whole Foods nationwide.

Both are independent brands in the clean-label frozen potato category, founded by operators who made deliberate decisions to use better ingredients.

The Product Lines Side by Side

Jesse & Ben's current line:

Classic Sea Salt: Potatoes, Avocado Oil, Sea Salt. 3 ingredients. Vegan. Gluten-free. Non-GMO verified.

Rosemary & Garlic: Potatoes, Avocado Oil, Sea Salt, Garlic Powder, Rosemary. 5 ingredients. Vegan. Gluten-free. Non-GMO verified.

Tallow & Sea Salt: Potatoes, Grass-fed Beef Tallow, Sea Salt. 3 ingredients. Gluten-free. Non-GMO verified. Not vegan. Not halal. Not kosher.

Sweet Potato Fries with Tallow: Sweet Potatoes, Grass-fed Beef Tallow. Gluten-free. Non-GMO verified. Not vegan. Not halal. Not kosher. Available at Sprouts.

Roots Farm Fresh white potato line:

Ingredients: Organic Upcycled Potatoes, Organic Avocado Oil 2 ingredients. USDA Organic. GFCO Gluten-Free. Allergen-Free (Big 9). Upcycled Certified. Vegan. Halal. Kosher.

Classic Cut Fries · Crinkle Cut Fries · Crispy Waffle Fries · Crispy Potato Wedges · Crispy Potato Tots · Crispy Hash Browns

Roots Farm Fresh sweet potato line:

Ingredients: Organic Upcycled Sweet Potatoes, Organic Avocado Oil, clean organic gluten-free coating USDA Organic. GFCO Gluten-Free. Allergen-Free (Big 9). Upcycled Certified. Vegan. Halal. Kosher.

Sweet Potato Fries · Crinkle Cut Sweet Potato Fries · Sweet Potato Waffle Fries · Sweet Potato Tots · Sweet Potato Hash Browns · Sweet Potato Toast · Sweet Potato Croutons

Where Jesse & Ben's Is Genuinely Strong

Jesse & Ben's deserves credit for what it does well, because it does several things well.

The ingredient lists are exceptionally clean. Three ingredients in the Classic Sea Salt and Tallow products. Five in the Rosemary & Garlic. No dextrose, no sodium acid pyrophosphate, no modified starches, no natural flavors. For families who simply want short, readable labels without seed oils, Jesse & Ben's delivers that clearly.

The tallow product is genuinely differentiated. If a family specifically wants beef tallow as the cooking fat, Jesse & Ben's Tallow & Sea Salt is one of the only commercially available frozen fry products using it. That is a real and distinct product in a category where almost no one else has gone.

The brand story is authentic. Founded by two people who ran food trucks for a decade and built the product from a specific culinary point of view. That is a different starting point from a brand built by investors around a market opportunity, and it shows in the product.

The avocado oil products directly compete on the same oil premise as Roots. Classic Sea Salt at three ingredients, avocado oil, is a genuinely clean product. The differentiation from Roots is not about the oil. It is about everything else.

The Full Comparison

	Jesse & Ben's Classic Sea Salt	Roots Classic Cut Fries
Ingredient count	3	2
Oil type	Avocado oil	Organic avocado oil
First seed-oil-free in grocery	No (2025)	Yes (2024)
USDA Organic	No	Yes
Non-GMO	Verified	Yes (by organic cert)
GFCO Gluten-Free	No	Yes
Allergen-Free (Big 9)	No	Yes
Permanent allergen-free facility	No	Yes
Upcycled Certified	No	Yes
Vegan certified	No	Yes
Kosher certified	No	Yes
Halal certified	No	Yes
Blanching method	Not disclosed	Steam blanched
Potatoes certified organic	No	Yes
Vertically integrated	No	Yes
Independent brand	Yes	Yes

The Oil Question: Avocado vs. Tallow

The most interesting product-level comparison between the two brands is not avocado oil vs. avocado oil. It is the tallow question. Jesse & Ben's Tallow & Sea Salt is a genuinely different product from anything Roots makes, and families specifically drawn to beef tallow will find it only at Jesse & Ben's in the frozen aisle.

Avocado oil is composed of approximately 70% oleic acid, a monounsaturated fat linked to improved cardiovascular risk factors and stable at high heat with a smoke point of approximately 500°F. It is cold-pressed without chemical solvents, plant-derived, vegan, allergen-free, and carries no saturated fat concerns at typical serving sizes.

Beef tallow is animal fat with a high smoke point and a rich, savory flavor that produces a distinctly different fry character. The Cleveland Clinic's cardiovascular dietitian notes that beef tallow's saturated fat content is so high that a single tablespoon approaches the full daily recommended limit. It is not vegan, not halal, not kosher, and families managing beef or dairy sensitivities should be aware of cross-reactivity considerations.

Roots has evaluated tallow and continues to monitor the space. The U.S. beef cow herd has declined for seven consecutive years to its lowest level since 1951, meaning clean grass-fed tallow is a constrained supply. Most high-quality tallow at industrial scale is being redirected toward biofuels and renewable energy, and what remains in the food channel is often industrially rendered, deodorized, and sourced from feedlot cattle. Roots uses organic avocado oil because it is the right fat for this product at this scale with this supply chain. If that assessment changes, Roots will say so publicly.

The Organic Question: Why It Matters at the Potato Level

The most consequential difference between the two brands for families who care about organic certification is not the oil. It is the potato.

Jesse & Ben's uses conventionally grown potatoes. Non-GMO Project verified, which is a meaningful standard, but not USDA Organic. Conventional potato farming uses synthetic pesticides and fertilizers at the farm level. Non-GMO verification confirms no genetically modified seeds but does not restrict synthetic pesticide and fertilizer inputs.

USDA Organic certification requires that crops were grown without synthetic pesticides, synthetic fertilizers, or GMOs. The USDA explicitly prohibits GMOs in all certified organic products, meaning organic certification covers the non-GMO concern and the pesticide concern simultaneously. For a product where the potato is the primary ingredient by weight, the sourcing standard for that potato defines most of what the consumer is eating.

Roots Farm Fresh sources certified organic upcycled potatoes: organically grown potatoes rejected by conventional grocery supply chains for cosmetic reasons only. The Upcycled Food Association independently certifies that Roots' sourcing practices meet their waste-reduction standards. The EPA identifies upcycling as one of the most environmentally preferable pathways for addressing food waste. Jesse & Ben's does not use upcycled sourcing.

The Allergen Question

For families managing food allergies, the difference between the two brands is significant and practical.

Jesse & Ben's products are gluten-free and non-GMO verified. They do not carry Big 9 Allergen-Free certification. The production facility information is not prominently disclosed on their website or packaging. For families where gluten sensitivity is the primary concern and cross-contact risk is manageable, Jesse & Ben's is likely fine. For families managing celiac disease, peanut allergy, tree nut allergy, dairy allergy, or multiple simultaneous food sensitivities where facility-level cross-contact risk matters, Roots is the right choice.

All Roots Farm Fresh products are certified Allergen-Free for all Big 9 allergens and GFCO certified at less than 10 parts per million of gluten. The production facility is permanently and exclusively certified allergen-free. Gluten and allergens never enter the building. For the most sensitive allergy households, that permanent facility standard is the differentiator that no product-level certification alone can replicate.

The Ingredient Count Question

Jesse & Ben's Classic Sea Salt is 3 ingredients. Roots Classic Cut is 2 ingredients. The difference is sea salt. Both are genuinely short lists by any standard.

The Rosemary & Garlic product goes to 5 ingredients with the addition of garlic powder and rosemary. Those are real food ingredients with no processing concerns, but they do mean the product has a specific flavor profile rather than a neutral base that works with anything.

The Tallow & Sea Salt is 3 ingredients. Again, sea salt is the difference from a 2-ingredient product.

For families where ingredient count is the primary concern, both brands perform well. The advantage shifts to Roots when organic certification on the potato matters, when allergen facility certification matters, or when the full 13-product range including tots, hash browns, waffle fries, wedges, and sweet potato formats is relevant.

Who Should Choose Each Brand

Choose Roots Farm Fresh if: You want USDA Organic certification on both the potato and the oil. You are managing one or more of the Big 9 food allergens and need a permanently allergen-free facility. You want GFCO Gluten-Free certification for celiac disease management. You value upcycled sourcing and waste reduction. You need vegan, halal, or kosher certification. You want the broadest format selection including tots, hash browns, wedges, and sweet potato products. You want the brand that first brought seed-oil-free organic fries to grocery in 2024.

Choose Jesse & Ben's if: You specifically want grass-fed beef tallow as the cooking fat. You want a clean avocado oil fry but are not prioritizing organic certification on the potato. You are not managing specific allergen concerns at the facility level. Your household follows a carnivore or animal-fat-forward dietary philosophy where tallow is preferred over plant-based oils.

Both are good choices if: You are simply switching away from seed oils and conventional frozen fries. Either brand delivers a genuinely cleaner product than any major conventional frozen fry on the market. The decision between them comes down to the specifics above.

How to Cook Roots Fries

Air fryer (best results):

Preheat air fryer to 400°F.
Spread fries in a single layer, do not stack or overlap.
Cook for 12-15 minutes.
Shake the basket halfway through.
Serve immediately for maximum crunch.

Oven (alternative method):

Preheat oven to 425°F with an empty sheet pan inside.
After 2 minutes, carefully remove the hot pan and spread fries in a single layer.
Cook for 18-22 minutes until golden and crispy.

Where to Find Roots Farm Fresh

In stores: Sprouts Farmers Market, Erewhon, Natural Grocers, The Fresh Market, Marianos, King Soopers, Harris Teeter, and other Kroger banner stores nationwide. Use the Grocery Store Finder to locate the nearest retailer.

Online: Shop directly at the Roots Farm Fresh shop for free shipping on every order, ships Monday through Wednesday for Wednesday through Friday delivery. Packaging is fully biodegradable and recyclable with a 100% frozen guarantee.

Same-day delivery: Order through Instacart for same-day delivery from a local retailer near you.

Frequently Asked Questions

What is the difference between Roots Farm Fresh and Jesse & Ben's? Both brands make seed-oil-free frozen fries with short ingredient lists. Roots launched in 2024 as the first seed-oil-free and first organic seed-oil-free frozen fry in U.S. grocery. Jesse & Ben's launched in 2025. The key differences: Roots uses USDA Organic certified potatoes and avocado oil (Jesse & Ben's uses conventionally grown potatoes); Roots carries Big 9 Allergen-Free certification from a permanently allergen-free facility (Jesse & Ben's does not); Roots uses upcycled certified organic sourcing (Jesse & Ben's does not); Jesse & Ben's offers a grass-fed beef tallow product (Roots does not). For families managing food allergies, celiac disease, or prioritizing organic certification, Roots is the stronger choice. For families specifically seeking tallow fries, Jesse & Ben's is the only option in the frozen aisle.

Does Jesse & Ben's use organic potatoes? No. Jesse & Ben's uses conventionally grown potatoes that are Non-GMO Project verified. Non-GMO verification confirms no genetically modified seeds but does not require organic farming practices or restrict synthetic pesticides and fertilizers. Roots Farm Fresh uses USDA Organic certified upcycled potatoes, which prohibits synthetic pesticides, synthetic fertilizers, and GMOs throughout the supply chain.

Is Jesse & Ben's allergen-free? Jesse & Ben's Classic Sea Salt and Rosemary & Garlic products are vegan, gluten-free, and non-GMO. They do not carry Big 9 Allergen-Free certification. For families managing serious food allergies where facility-level cross-contact risk is a concern, Roots Farm Fresh products are certified Allergen-Free for all Big 9 allergens and produced in a permanently allergen-free facility where no allergen has ever been present.

Which has fewer ingredients, Roots or Jesse & Ben's? Roots Classic Cut Fries contain 2 ingredients: organic upcycled potatoes and organic avocado oil. Jesse & Ben's Classic Sea Salt contains 3 ingredients: potatoes, avocado oil, and sea salt. Both are among the shortest ingredient lists in the frozen fry category. The practical difference is one ingredient (sea salt), which is not a concern for most families. The more meaningful differences are at the certification and sourcing level.

Does Roots Farm Fresh use beef tallow? No. Roots uses certified organic avocado oil across every product. Avocado oil is composed of approximately 70% oleic acid, is cold-pressed without chemical solvents, and has a smoke point of approximately 500°F. Roots has evaluated tallow and the shrinking U.S. beef herd, the industrial rendering concerns with commercially available tallow, and the cardiovascular profile noted by the Cleveland Clinic all factor into keeping it off the product line for now.

Where are Jesse & Ben's fries sold? Jesse & Ben's launched nationally at Sprouts and Whole Foods in 2025. Roots Farm Fresh is available at Sprouts, Erewhon, Natural Grocers, The Fresh Market, Harris Teeter, and Kroger banner stores nationwide, as well as online at rootsfarmfresh.com with free shipping and through Instacart for same-day delivery.

The Full Roots Farm Fresh Line

All products are certified USDA Organic, seed oil-free, allergen-free (Big 9), and GFCO gluten-free.

White potato Organic Upcycled Potatoes, Organic Avocado Oil