THOSE WHO MAKE IT HAPPEN
Chris Lerohl – CEO
Chris is the driving force behind Uproot’s vision. A serial entrepreneur with a passion for building and scaling businesses, he co-founded Uproot Collective to help emerging CPG brands grow into national success stories. From pitching to investors to troubleshooting Shopify challenges, Chris brings strategic clarity and real-world hustle to the table.
Ray Ma – CMO
Ray is Uproot’s brand builder-in-chief. She’s the architect behind the storytelling and design that power Honest Dumplings, South Island Pie, Mitsoh, and more. With a background in strategy, branding, and communications, Ray brings deep insight into how to make local brands stand out. She believes every great brand starts with a unique story—and she’s here to help tell yours.
Allen Yee – COO
Allen keeps the engine running. With years of experience in scaling operations, manufacturing, and supply chains, he ensures that what’s dreamed up in the front office actually happens in the warehouse. Equal parts systems thinker and spreadsheet whisperer, Allen is the one who makes sure growth doesn’t turn into chaos.
Jamie Scott – Technology & Wholesale Business Specialist
Jamie is the operator behind Uproot’s e-commerce engine. A founder of South Island Pie Co., Jamie has spent the last decade building digital systems that actually work for emerging CPG brands—both D2C and B2B. From Shopify automations to wholesale distribution strategy, Jamie connects the dots between technology, storytelling, and growth.
Brett Sterling – Fulfillment, Logistics & Customer Experience Lead
Brett is the last-mile magician. He oversees everything from product inventory to customer delight, ensuring every product gets where it needs to go. Brett brings operational discipline and care to every order and is often the first to catch what others miss.