About Us

Our Mission

Root Economy was founded by Hubba Khatoon with a clear mission: to equip Canadian businesses, industries, and policymakers with data-driven economic insights that drive growth, competitiveness, and long-term prosperity. Recognizing that economic intelligence is not just a tool but a necessity, Hubba established Root Economy to help organizations measure their impact, make informed decisions, and stay ahead in an increasingly competitive global market.

As a seasoned economist with deep experience in economic development and industry analysis, Hubba saw a gap—too many organizations were making critical decisions without the right data or understanding of their broader economic influence. Root Economy was created to bridge this gap, ensuring that Canadian businesses have access to the insights they need to thrive.

With a strong commitment to Team Canada, Root Economy is more than just a consultancy—it is a catalyst for economic resilience and innovation. Whether through rigorous research, collaborative problem-solving, or actionable strategies, we helps businesses and industries navigate uncertainty, uncover new opportunities, and contribute meaningfully to Canada’s economic future.

Hubba’s vision is to ensure that every organization, regardless of size or sector, has the tools and knowledge to drive sustainable growth and strengthen Canada’s place on the global stage.

Our Instagram

Hubba Khatoon

Founder and Principal Economist

Hubba Khatoon is an economist and strategist with a passion for driving growth through data-driven insights. Throughout her career, Hubba has delivered transformative results for both public and private organizations, earning a reputation for her clear-eyed approach to economic impact analysis, market intelligence, and specialized forecasting. Her experience spans diverse sectors—from technology and innovation to cultural industries and agrifood—enabling her to bring a holistic perspective to every project.

She currently works as Regional Innovation Director, Prairies at the Canadian Food Innovation Network, where she leads initiatives that foster innovation and collaboration in Canada’s agri-food sector. Previously, she held key roles at Prairies Economic Development Canada and Calgary Economic Development, gaining extensive experience in economic impact assessments, community development, and strategic planning.

Hubba leads Root Economy, an initiative born from her vision to provide specialized economic solutions for organizations seeking a data-driven approach to strategy and decision-making. Drawing on her blend of public-sector expertise and entrepreneurial drive, she helps clients navigate complex challenges and achieve lasting impact.

Recognized on The Peak’s 2024 Emerging Leaders List, Hubba is a firm believer in the power of informed decision-making. She is dedicated to equipping clients with the insights they need to drive sustainable growth, foster innovation, and create positive outcomes in their communities.