Rooted In Shelby is a volunteer-conceived and implemented program designed to promote the sale of horticultural, agricultural and other products produced by Kentucky Proud enterprises located in Shelby County. Areas represented can be anything grown or produced in Shelby County, including but not limited to, meat, dairy, equine, fruits, vegetables, grains, sod, honey, and artisanal farm products.  A recognizable logo is used in conjunction with the Kentucky Proud logo to indicate a product's Shelby County origin.

Rooted in Shelby has grown and taken shape since its inception in 2014.  One of the main goals has been to effectively increase awareness of locally available foods and in turn increase market share of local produce, returning a higher profit margin to local farmers.  With the event of COVID-19 and the corresponding food shortages in local grocery stores, Rooted in Shelby fulfilled a need within the community to provide a source of safe, wholesome, nutritious and available local food.

As a continuation of the marketing campaign and heightened awareness of local foods availability, Rooted in Shelby members have planned a pop-up market to be held in July of 2021.  The event is being advertised in local print media as well as via social media.  Held in downtown Shelbyville, the market will make fresh, wholesome local foods available on a Sunday afternoon within walking distance to several apartment complexes and low income housing units.  Plans include live music and educational presentations, as well.

The goals of this market are to continue to raise awareness of local foods availability, raise awareness of Rooted in Shelby and the Cooperative Extension Service, provide healthy foods information to low income audiences and build relationships among all participants.