Functional Nutrition2023-03-19T14:17:43-04:00

At Pure Roots we believe that nutrition is the foundation of a healthy life. And that our focus on functional nutrition, lifestyle, building sustainable habits, cooking skills, and an individualized, whole person approach is what ultimately leads to a more vibrant and joy-filled life.

While many of our clients are physician referrals working with individuals with chronic health concerns, we welcome anyone who is simply looking to prevent disease, age well, or stress less around what to eat.

Meet Shelly

Shelly Rose

Shelly founded Pure Roots Nutrition in 2011 to help people take charge of their health and have the tools to live a joy-filled, vibrant life.

Nutritionist Services

1-1 Customized Nutrition

1-to-1 Customized Nutrition

Shelly chopping vegies

Nutrition Talks & Workshops

25-Day Guided Sugar Cleanse

25-Day Guided Sugar Cleanse

The Pure Roots Nutrition Journal

Wellness advice, recipes, and cooking tips for a nourished life

5 Reasons Why Habits Fall Apart

Read this before starting a new habit (again). For the past 11+ years working 1-1 with clients, I've helped people build and stick to the habits they want.

11 Tips to Avoid Overeating

You can overeat healthy foods. I repeat, you can overeat healthy foods, especially our starchier friends like potatoes, squash, and rice.  We don't count calories or measure around

“I can’t say enough great things about Shelly! We are so lucky to have her unique expertise as a whole foods nutritionist as well as a Chef. She has helped me personally as well as many of my patients with improving their nutrition in the most delicious ways.”
Kristin A., Andrs Wellness Consulting
“Shelly’s practical, down to earth approach to good nutrition makes her very relatable and easy to follow.”
Michele M., Apex Systems, Inc.
“Shelly taught with kindness, grace and a deep understanding of the need to connect with one’s nourishment. Some people simply teach, but Shelly teaches and imparts bringing about true change.”
Joni C.
“I never knew that healthy food can be soooo delicious!”
Iryna H.

Giving Back

Each quarter, Pure Roots gives 5-10% of revenue from the seasonal guided sugar cleanses to action-oriented organizations that align with our values. These groups and non-profits include: the National Parks Conservation Association (NPCA), FeedMore, Shalom Farms, Blue Sky Fund, and others to be announced. Thank you for your part in supporting this important work.

Popular Questions

And answers.

We take a holistic, integrative, and individualized approach and work with omnivores and vegetarians alike. We focus on “eating real food, not too much, mostly plants” (Michael Pollan). With all the diet fads that come and go, this is the strongest foundation we know. It’s important to us to meet people where they are, respect each person’s individuality, nutritional needs, level of interest in cooking, decision to eat what they choose – and therefore do not subscribe to one particular diet for all. We prioritize eating healing foods, i.e. organic, fresh, local whole foods as much as possible. For omnivores, we emphasize sustainable sources of animal-based protein, but with respect to the ecological impact of eating higher on the food chain and animal welfare. For all, we avoid/minimize known inflammatory, sugar-laden, packaged, processed food and drink “products” as our habit. Finally, you learn, honor, and listen to your own body to determine what is right for you. Also, no calorie counting or measuring here.

Schedule a free 20 minute discovery call here.  We’ll discuss your nutrition challenges and goals, answer any upfront questions you have about what to expect in working together. If we’re not the right place for you, we’ll do our best to refer you to someone else who might be.

Yes! While we do have private office space in Richmond, VA, most client 1-1 sessions are held virtually. For those who are near the Richmond, VA area, we schedule the first session in person in the office and follow ups are usually virtual thereafter.   The seasonally-guided 25-day Sugar Cleanses are all offered virtually, by webinar, email communications, and through a private group. Some Nutrition Talks and Workshops can be offered via webinar and depending on the class scope and location, Shelly will travel to deliver a talk in person. Schedule a free 20 minute Discovery Call with Shelly today to learn more.

Sliding scale discounts are available based on financial need for group classes. Please contact me and I’ll provide you with a discount code at checkout.

Pure Roots’ services are generally not covered under insurance plans, but some flexible spending/health savings plans may reimburse you. Contact your insurance company in advance to confirm. If your insurance will accept a superbill, one can be made available upon request.

I know that out-of-pocket health-related expenses add up. Group classes are offered to make this more affordable and accessible if a 1-1 Nutrition Plan is not currently in your budget.

Yes, yes, yes! Thank goodness for support. They are most welcome.

All offerings are pre-paid to secure your slot and can be done online with a credit or debit card using PayPal’s secure site. Cash or check is accepted by exception with prior approval. For nutrition talks and workshops for companies, 50% down is required to book and the remaining 50% is required within 15 days of class completion. For small groups/individual classes and workshops, full payment is required 3 days prior to the class, unless otherwise discussed.

For 1-1 consults: rescheduling is permitted if notified by email or phone call 24+ hours of your appointment time; no shows, cancellations or reschedules within that 24 hour window will forfeit that appointment. If there are extenuating circumstances, please let Shelly know.

For talks, workshops delivered to a business: a full refund will be provided if given a 1 week notice prior to class date by email or phone call. If notice is given less than 1 week, the 50% deposit will be forfeited or can be applied to a future class rescheduled within the next 3 months.

For group guided classes, all payments are required in full to secure your spot. If you change your mind prior to the class start date and distribution of materials, a full refund will be provided. Refunds are not provided after class has started.

Pure Roots gives great care to your privacy and security. Simply put, your data is never shared and you are only signed up for our newsletters if you opt-into it. For example, attending a class with Pure Roots does not automatically opt you into the newsletter (effective July 2018).  For purposes of a general privacy policy, you can read all about that right here: Pure Roots’ Privacy Policy.

Any payments made online for Pure Roots’ services are made through PayPal’s secured platform. No personally identifiable information is otherwise asked for or stored on our website; for your own safety and security, please do not volunteer it in the contact form or otherwise, or know you do so at your own risk.

Pure Roots does not maintain hard copy records with your personally identifiable information. If you are a client of 1-1 nutrition services, your nutrition consult summary will have your name and email address, your personal health goals, and a summary of your session. This document is stored in the cloud (google drive) and for purposes of business, is not otherwise accessed by anyone other than Shelly Rose. A copy is emailed to you to the email address provided through the Pure Roots Nutrition email account and host company, iPage. Note that we also use SiteLock Securities’ web protection services so that our website is scanned daily for potential threats. You can always find the results of the latest scan at the bottom left hand corner of our website.

Absolutely. In fact, most of my clients are referalls from their physicians. What I do best is get into the weeds and help clients to implement the nutrition protocol provided by their physician and execute on a plan. This is tremendously supportive to your physician’s healing plan for you and is therefore a wonderful complement. Note that I do not diagnose and my services should not be a substitution for care of a physician. Caring for certain diseases and conditions may be out of my scope, to which I’ll clearly communicate upfront where I can support your calre and where I cannot. I may refer out to other care providers who would be a better fit for your needs.


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