Sally Rogers

Sally Rogers is the founder/operator behind Parsnip, a platform and community for better-for-you brands. Parsnip helps brands connect with other brands, influencers, events, and agencies for strategic partnerships, including giveaways, newsletter exchanges, guest posts, in-store demos, gift baskets, and event product placement.

Before Parsnip, Rogers worked for nearly a decade in consulting and finance, then left that corporate path to build Nibble, a healthy snack company. She has written that building Nibble exposed her directly to early-stage CPG challenges including formulation, packaging, ingredient sourcing, branding, sales, ordering, and retail possibilities.

Rogers has also built and supported founder communities. She launched Zero to CPG with Elena Guberman as a program for early-stage CPG founders, later writing about Build CPG as a structured, vetted resource database for founders. Her LinkedIn profile lists Boston University education from 2004 to 2008 and current affiliation with Parsnip.

She is active in food-sector nonprofit leadership. Good Food Foundation lists her as Board President and says she previously started Nibble and The Pickle, chairs the Slow Food San Francisco board, and advises The Cooking Project. Her LinkedIn profile also lists Good Food Foundation board leadership beginning in October 2021, All Raise founder fellowship work in 2020-2021, and Slow Food San Francisco board service from 2016-2019.

• Public sources reviewed did not verify a personal angel-investing track record, check size, or formal investment thesis for Rogers.
• Her public founder-support focus is early-stage CPG and better-for-you brands. She has written that she sees herself in early CPG founders and is “driven every day” to help them get products to customers.
• Rogers’ operating thesis centers on strategic partnerships: shared values, complementary products, and like-minded customer bases.
• She favors founder clarity around customer behavior. In New Hope Network, she and Erin Lenhardt advise brands to identify when and why customers use a product, what customers value, and what partner products fit that context.
• Her Parsnip positioning emphasizes values-aligned collaboration among healthier-for-people and healthier-for-the-world businesses.