Ladd Wahlen & Roots: Flavor-Filled, Regenerative Certified Potato Chips
In a world where snacking is often synonymous with unhealthy choices, how can a brand truly stand out by prioritizing health and environmental sustainability? Imagine indulging in delicious potato chips that satisfy your cravings and contribute to better farming practices and a healthier planet. Is it possible to create such a snack that remains true to taste and ethical values?
Ladd Wahlen, a successful entrepreneur in the food space, has tackled this challenge head-on. He shares how he and his wife Zoey embarked on a mission to blend their farming expertise with a dedication to the environment, creating the first regenerative potato chip on the market. By integrating regenerative agriculture into their farming practices, they have developed a potato chip that is not only tasty but also eco-friendly. Ladd's journey — from writing a college paper on sustainable agriculture to revolutionizing the potato chips industry — is inspiring and educational, offering listeners insights into how agricultural practices can evolve for the better.
On this episode of the Firebelly Social Show, Duncan Alney talks with Ladd Wahlen, Co-owner of Roots Potato Chips, about merging sustainability with snack production. Ladd discusses how his farming background and commitment to the planet power Roots Potato Chips, the environmental and consumer health benefits of its farming techniques, and the challenges sustainable brands face in navigating the competitive retail space.
Here’s a glimpse of what you’ll learn:
[01:57] How Ladd Wahlen's farming background and commitment to the planet powers Roots Potato Chips
[04:02] The different pillars and certifications of regenerative agriculture
[05:07] How alternative agricultural research sparked Ladd's interest in more sustainable farming practices
[06:59] The environmental and consumer health benefits of Roots Potato Chips' farming techniques
[08:12] The stark contrast between conventional methods and Roots Potato Chips' practice of maintaining living root systems
[11:58] The frequency and role of quality control in a snack brand like Roots Potato Chips
[16:21] The challenges faced in the competitive retail space by sustainable brands
[22:36] The type of content that has proven most successful on Roots Potato Chips' social media
[31:52] Tips for work-life balance
About Ladd Wahlen:
Ladd Wahlen is the Co-owner of Roots Potato Chips, the world's first regenerative potato chip company that champions the "farm to pouch" concept. His journey into sustainable agriculture began in college with research on cover crops and has since grown into a mission-driven business. With certifications like Non-GMO Project Verified, glyphosate residue-free, and bee-friendly farming, Ladd has achieved recognition as a model potato farmer by The Nature Conservancy. He shares his commitment to leading a healthier snack revolution with his wife, Zoey, who adds a creative touch to the brand's authentic social media presence.
Resources Mentioned in this episode
Quotable Moments:
"We're not just focusing on the value of our product, but the quality too."
"Taste is king, value is queen."
"We try to use traditional ingredients you can find in your kitchen and try to make it as best we can."
"We just want to make sure we're a profitable company and grow at a good pace with retailers aligned with our values."
"We think if we want to provide value to farmers and help change or improve our current farming system, the best way is to support brands owned by farmers."
Action Steps:
Embrace regenerative agriculture practices: By adopting regenerative agriculture techniques such as maintaining living roots and increasing crop diversity, farmers can improve soil health and enhance sustainability.
Focus on transparency and traceability: Offering transparency about sourcing and farming practices can build trust with consumers who are increasingly seeking ethical and sustainable products.
Prioritize taste alongside values: Ensuring that the product tastes great while being ethically produced is crucial for attracting and retaining customers.
Explore unique distribution channels: Targeting independent retailers and food service outlets that align with the brand's mission can help overcome the challenges of competing with larger brands for shelf space.
Balance business with personal well-being: Scheduling time for recreational activities and personal connections can prevent burnout and maintain strong relationships while managing a business.