Why are we here?

My name is Andrew Dazzo and I am the founder of Rooted.

Rooted is a landscaping business offering lawn replacements that swap traditional green lawns for native, regenerative, and low maintenance alternatives. I founded Rooted in 2025 because I believe deeply that every homeowner can have a native lawn.

I spent the last decade in banking & private equity, and a significant amount of my time was devoted to the home improvements environment. Private equity is really good at dishing up tried & true models (e.g., window, gutter, and roof replacement; annual HVAC servicing; weekly landscaping), but rarely does private equity breathe new life into a service. Rooted turns the traditional landscaping model on its head: minimizing recurring maintenance by offering lawn replacements that take care of themselves.

Green grass lawns are bad for the environment, on average requiring a third of a home's water. Rather than exploring alternatives, we have anchored ourselves more & more deeply around this archetype: greener, denser, weedless, all the while using more water, more fertilizer, and more maintenance. It's a real problem and humanity isn't solving it (yet).

Have you stopped to ask: is there another way?

At Rooted, we have and we are built to be the solution.

How do we do it? To be honest, one step at a time. I know our offering needs to be local, accessible, and affordable. We have to actively break the stigma which surrounds native lawns: that they are delicate, carefully manicured, and only available to the wealthy or horticulturally inclined. And, more important than breaking the stigma is just bringing awareness to this offering and its virtues.

Subscribe below to learn more about the types of plants and lawns Rooted will be planting. We have a lot more coming!

Stay in touch,
Andrew
Founder
andrew@joinrootednyc.com

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