rooted reuse heart of waraba

Being The Change · Kaley Cross · Rooted Reuse

We’d love to let you know when we have a new story about a sustainable entrepreneur on our website, and send an occasional blog, but we promise we will not inundate your inbox!

By submitting this form, you are consenting to receive emails from: Heart of Waraba, You can revoke your consent to receive emails at any time by using the SafeUnsubscribe® link, found at the bottom of every email. Emails are serviced by Constant Contact
[Photo: courtesy of Rooted Reuse] Kaley and her pop-up shop at the Raleigh Farmers Market, where people can fill up on their personal care and household cleaning products.
[Photo: courtesy of Rooted Reuse] Kaley and her pop-up shop at the Raleigh Farmers Market, where people can fill up on their personal care and household cleaning products.

“Be the change you wish to see in the world,” said Gandhi, encouraging people to be action-oriented, self-reflective, and persevering in their efforts to improve the world. These are the exact character traits present in the young entrepreneur, and founder of Rooted Reuse, Kaley Cross.

The mission of Rooted Reuse is to keep household containers in use for as long as possible, to make living a less wasteful lifestyle more accessible to everyone, and to educate people about sustainable practices. At a pop-up shop, the company offers refills for personal care and household cleaning products.

Getting to the Root

While attending a sustainability conference in Baltimore, Maryland during her freshman year of college, Kaley was awe-struck by the amazing environmental initiatives universities around the country had been creating.

“I heard about schools that had started on-campus food pantries, gardens, composting initiatives, and social justice programs!” Cross said. “That was when I knew I was in the wrong space and decided to transfer to a university that offered more opportunities for sustainability initiatives to take off.”

As a lover of quick change, Kaley’s passion for the environment led her to take action; she transferred to North Carolina State University and began working with its Office of Sustainability as a Steward, a group of students encouraging individuals to adopt more sustainable practices. Through her environmental efforts on-campus, working in the non-profit sector, and with corporate businesses to bolster sustainable living, Kaley’s eyes became open to the possibility that a more sustainably conscious society could indeed be created.  
“If you’re working in a corporate, non-profit, or university setting, sometimes it can feel like it takes a long time for new ideas to be implemented. I think that’s where a lot of entrepreneurs get frustrated because they want changes to be made now. It’s at this point that an entrepreneur says, `I can do this, and I’m going to do it.’” 

The Creative Process 

During her first year of graduate school at Lenoir Rhyne University, Cross took a creativity and innovation class.  She was tasked with creating her own company which entailed writing a complete business plan.
The idea started out as a washing company that would work with existing businesses to make reusable models. “For example, working with ice cream parlors to make reusable pints, or with barbecue sauce and pasta sauce companies and helping them get their jars back,” Cross said.
As she explored the idea further, Kaley found her idea wasn’t selling well.  But she persevered and came up with a new concept to create a market and educational system around reusable packaging. After visiting a local refill store in her hometown of Asheville, NC, Kaley was in awe of the store and the number of refill options that were provided. She saw an opportunity to launch refill stations in Raleigh, NC.


The Start of Something New 

Kaley was encouraged to pursue entrepreneurship by her mentor who shared how starting a business could serve as an opportunity for her to make the sustainable changes she was passionate about seeing in the world. Cross decided to take a leap of faith and start Rooted Reuse as a pop-up “refillery” store. She selected locations, including setting up at the Raleigh farmers market. The upfront cost was low compared to a brick-and-mortar store. “The margins are pretty slim per bottle, so having stations allowed me to start my business with very little capital,” Cross said.

Kaley shared that being located at the farmers’ market allowed her to interact with people that wouldn’t necessarily come to a refill store on a day-to-day basis. Even the aesthetic of the refill bottles was an intentional decision as part of Kaley’s mission to make sustainability inclusive to people of all income levels.

Usually the product [dish soap, hand sanitizer, etc.] isn’t expensive itself, the pricey part is the cost of the typical zero waste bottles, which are uniform and eco-chic,” Cross said. “Unfortunately, this approach turns different demographics away because of the high price points of the products.”

Kaley chose to keep the refill products “grungy” so that they would be affordable and therefore, more people could engage with the sustainable refillery.

“When I started Rooted Reuse, I mostly sourced my materials from a local scrap exchange. It allowed me to start my business without much upfront capital, which was huge for me as a recent college graduate who’s entering the refillery space, which is so new and doesn’t yet have many investment opportunities.” 

A Reward Journey

Learning how to start and run a business is no easy feat. While being a student and working, Kaley taught herself about the ins and outs of starting a company by watching videos online. “As someone who wasn’t in the business world, it definitely was and still is daunting at times. You have to kind of learn on the fly.” Kaley has grown from the hardships and has found her experience starting a business to be very rewarding. During the weekend, you can often find Kaley doing her Rooted Reuse pop-up shops at the farmer’s market, educating visitors on living sustainably. “It’s so rewarding to see people have those light bulb moments while having a conversation. People realize they can use their old containers for storing their dish soap instead of buying a new bottle. When I talk to people, they leave feeling empowered and confident to live more sustainably. Those are really cool moments to witness.”

The Road Ahead

Kaley hopes to continue her work in educating others on the environmental, social, and economic components of sustainability for years to come and is grateful that her company has allowed her to pursue her goals. She is currently exploring different business models and  trialing delivery services and neighborhood pop-ups in an effort to find best practices for reaching her customers. With her entrepreneurial spirit, passion for the environment, and courage to take risks, it is safe to say Kaley Cross is a stellar example of an environmental change we hope to continue seeing in the world. 

You can stay up to date with Kaley’s Rooted Reuse adventures and pop-up locations by following her on Instagram!


Sources: Kaley Cross, Rooted Reuse 2021.

NC State Stewards:

Anu Fremong
Author: Anu Fremong

Anu is a senior at NC State University, majoring in Nutrition Science with a minor in Vocal Music Performance. She is thrilled to be working with the Heart of Waraba team this summer. She looks forward to sharing with readers and listeners the inspiring work of environmental entrepreneurs from around the globe and is excited to use the art of storytelling as a way to promote innovation & environmental sustainability.

More Stories of Pride

Bridging the Gap between Farmer and Consumer

The Root of It All Every entrepreneur’s journey starts somewhere; Alex Piaski’s began at the dining room table with his family in Philadelphia, Pennsylvania, in

Keep it Simple. Keep it Organik.

Connecting to the Source               In life, most of us are on a journey to unveil what our true purpose is. Sometimes we envision

Contact to Listing Owner

Captcha Code
Heart of Waraba Orange Lion Head Logo

Interested in becoming a sustainable entrepreneur?

Sign up now to get a FREE digital copy of our eBook on how you can join the ranks the sustainable entrepreneurs.

By submitting this form, you are consenting to receive emails from: Heart of Waraba, You can revoke your consent to receive emails at any time by using the SafeUnsubscribe® link, found at the bottom of every email. Emails are serviced by Constant Contact