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The primary persona of Rooted is the Veggie Junkie. Veggie Junkies are in their 20's and juniors in college. They have been vegan or vegetarian for about five-ten years. Veggie Junkies usually do not have support from their families at first. Veggie Junkies go all out when it comes to their life and ultimately their veggie diet; they are also stubborn and incredibly passionate about the environment and food. Veggie Junkies love all aspects of Rooted and represent the positivity within the community. The Veggie Junkie uses Rooted as a way to connect to other vegans and vegetarians who feel the same way as him or her. They can express themselves freely without having a fear of being judged or seen as anything less than a person. Veggie Junkies also enjoy cooking/baking, therefore, they also use Rooted to browse and try new recipes that are featured within the app. Ultimately too, Veggie Junkies always wonder what nutritional value each fruit and vegetable has, so they love the nutritional information portion of the app as well. 27

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