From Commerce to the Corner: Meet the Hoo Redefining Healthy Eating

For many University of Virginia students, a week of classes is not complete without a meal on the Corner. Thanks to McIntire School of Commerce alumnus Joseph Linzon, the Corner has become a hot spot for healthy eating, with staples such as Roots Natural Kitchen and Corner Juice.

As a co-founder of both, Linzon is one of many entrepreneurs whose roots trace back to UVA.

The Spark: Finding a Gap on the Corner

The idea for Roots started while Linzon was a student at the McIntire School. Originally wanting to pursue investment banking, he realized he preferred work that aligned with the impact he wanted to create in the UVA community.

"I came back to UVA as a fourth-year and thought, OK, what do I do next?" he said. That is when he noticed a lack of healthy, affordable food options for students. "I realized that it was easier to find pizza at 2 a.m. than it was to find spinach at 2 p.m. Charlottesville was a really health-oriented community, but there just were not many healthy options back then."

Linzon teamed up with classmates Alvaro Anspach, Alberto Namnum, and Jung Kim to start Roots Natural Kitchen in 2015.

Opening Day and Beyond

"We prioritized working on Roots over class a lot of the time ... most of my professors were okay with it," he said. "We had spent months working on our idea, and on opening day, we had a line out the door. We were four recent grads, and it hit us — wow, people are trusting us with their health. That is a huge responsibility, and honestly, an honor."

They quickly began expanding into other locations, including the University of Delaware, where the competitive fast-casual food landscape allowed them to prove their concept. After that came Corner Juice, which Linzon co-founded in 2017 with UVA alumnus Julie Nolet and Kevin McConnell.

"Our mission is to spread good vibes, make healthy food more accessible, and create a welcoming space where people can connect. Your home away from home," Linzon said.

Growing from Local to National

Roots now has 20 locations across the United States, and Corner Juice has two.

"UVA has been so crucial to our growth," Linzon said. "At Roots, our first investor came from the Galant Challenge. Our CEO, Henry Borgeson, also went to McIntire. At Corner Juice, many of our menu items reference UVA, like The Lawn and Beeta Bridge. We love this community so much and try to give back through regular partnerships with the UVA Hospital and several other local organizations that share our mission."

Recognition and What Success Means

Linzon, a Toronto native, has been formally recognized with accolades including the Forbes 30 Under 30 list and Canada's Top 20 Under 20. Still, he defines his success by the impact he has made on people's lives.

"For me, the most rewarding thing is serving someone once, and seeing them come back the next day," he said.

Founders Forum at UVA

To highlight the work of industry leaders, UVA's Galant Center for Innovation and Entrepreneurship is hosting its third annual Founders Forum. The full-day event brings together founders and aspiring entrepreneurs.

Linzon shared his experiences in a panel discussion, "Scaling UVA Startups: From Local to Legendary," alongside Darden School alumnus Matt Loftus (co-founder of Rhoback) and McIntire alumnus David Roselle (CEO of DoorList).

"I love connecting with students. They open my mind, challenge my assumptions, and teach me so much," he said.

Originally published by UVA News. Written by Christina Abouzeki.