After walking their own career paths for several years, Nehemiah and Jessica Rankin knew they wanted to start a family-centered business – but they weren’t sure what form that desire should take.
Then their youngest son started having severe stomach pain.
“We took him for allergen testing and discovered he had several allergies, including gluten and dairy,” Jessica recalls. “This discovery started us on a journey of nutritional changes.”
The revelation meant everyday life choices suddenly became a struggle. For instance, even simple snacks now posed a problem.
“I remember one day we were at the laundromat, and our son asked for a snack from the vending machine; there were no options that he could eat,” Jessica says. “We knew there are other families that face this same dilemma.”
In 2024, the Rankins created their own solution: Root and Rise Ventures — a healthy vending-machine company that stocks drinks, snacks and even some entrees. Some of its top sellers include kettle-cooked chips and sugar-free beverages.
In starting this venture, Nehemiah says, the Rankins were taking a huge leap of faith.
“Neither of us had careers in the vending machine business,” he adds. “My wife worked with the state, and I was in production. We are learning this business as we go along.”
A MEMORABLE MILESTONE
Root and Rise Ventures started placing machines across the Gulf Coast in 2025, and the process of building the business hasn’t been without its learning curves — or its laughter.
“We often joke that our first machine placement was reminiscent of an episode of ‘I Love Lucy,’ complete with a comedic dropping of a Coke Zero that spun around, spraying liquid dramatically all over the new location,” Jessica recalls. “It definitely will be something we will never forget as business owners and will be a story we will laugh about with our grandchildren one day.”
OPTIMIZING THE CUSTOMER EXPERIENCE
The company has come a long way since that first machine, and over the next five to 10 years, the Rankins are excited to partner with even more businesses, high schools, colleges, retirement communities and other places to make healthy foods accessible on the go.
They have found that tastes tend to vary across their service area, and the machines are stocked accordingly.
“For every location, we do a tailored menu, which means that we do an initial fill, then over the next several weeks rotate products to see what the people want and like,” Jessica explains. “This custom-made approach allows us to optimize the customer experience.”
PROMOTING LOCAL PRODUCERS
One part of the business that the couple finds especially exciting is working with local food producers. Brent’s Beef Jerky, for instance, is made in Picayune.
“We are hoping in 2026 to partner with other licensed food processors to bring more locally made options to our machines,” Jessica says. “This is important because by promoting local products, we not only cut down on preservatives and other additives, but we also support local business to showcase Mississippi-made items.”
CREATING A GENERATIONAL COMPANY
While the growth of Root and Rise Ventures has brought many changes, with more on the horizon, its core and reason for being haven’t budged. The greatest reward of the business, according to its founders, is the opportunity to work together to start something meaningful and lasting.
“Professionally we are the most proud of creating a generational company that prioritizes honoring God,” Jessica says, “and coming together as a family to build something that will continue to bless our family and others.”