Savoring Success: How Fat of the Land Grew from a Local Kitchen to 750 Retail Locations

The Vision: A Better Chip

When Donald Ridings set out to launch his second business venture in 2023, his inspiration was simple: create a better snack for his family. Frustrated by the lack of seed-oil-free options available for his kids, Donald decided to make his own.

“I couldn’t find many seed-oil-free snacks for my kids. So, I made them!“

That idea became Fat of the Land, a snack brand producing small batch, tallow-cooked potato chips from a commercial kitchen in southeast Indiana. By using traditional animal fats instead of highly processed seed oils, Donald positioned his company at the forefront of a rapidly growing consumer movement toward cleaner, simpler ingredients.

Donald’s go-to-market timing was incredibly beneficial. The U.S. snack food industry generates more than $50 billion annually, with potato chips accounting for over $13 billion of that market. At the same time, demand for seed-oil-free products has surged and continues to grow exponentially, reflecting a sustained consumer shift toward health-conscious purchasing habits.

Initially launching with three flavors, Sea Salt, BBQ, and Sea Salt & Vinegar, Fat of the Land entered the market with products that aligned with both taste and trend. But as many entrepreneurs quickly learn, creating a great product is only the first step. Scaling from small-batch production to retail shelves requires a clear strategy, deep operational planning, and access to the right resources.

The Strategy: Partnering with the Indiana SBDC

For Donald, finding those resources meant reconnecting with a trusted partner: the Indiana Small Business Development Center. Having worked with Southeast ISBDC Business Advisor Joe Linne in 2019 to launch a successful janitorial company, Donald already understood the value of expert advising.

“Joe gave me some great advice back then, and when I started Fat of the Land in 2023, I knew ISBDC would be a great resource,” Donald shared.

Recognizing the unique demands of the food and beverage industry, Joe brought in fellow ISBDC Business Advisor Mike Fulkerson, whose 19 years of grocery retail and CPG manufacturing experience added specialized insight to Donald’s growth strategy. Together, the ISBDC team helped Donald tackle critical early-stage milestones; from refining his business plan and building financial projections to securing commercial kitchen space for recipe testing and production.

With ISBDC’s guidance, Donald was able to strengthen his operational foundation, reduce startup uncertainty, and position Fat of the Land for sustainable growth in a highly competitive consumer packaged goods market.

The Turning Point: Pitching, Funding, and Scaling

With a strong operational foundation in place, Donald’s next challenge was clear: secure funding, expand production capacity, and prepare Fat of the Land for larger market opportunities. Again, the ISBDC advising team helped Donald identify strategic growth opportunities that would prove transformative for the business.

One of those opportunities came through The Next BIG Thing Pitch Competition, held during Southeast Indiana Global Entrepreneurship Week. Encouraged by Advisor Mike Fulkerson, Donald stepped onto the stage in 2024 to share the Fat of the Land story and walked away with the competition’s top prize. The win became a pivotal investment in the company’s next phase of growth, and the event itself provided valuable connections to people and resources throughout the entrepreneurial ecosystem. Donald strategically reinvested the capital from his prize winnings to refine packaging, enhance recipes, bring on a fractional operations director, and began scaling manufacturing capacity. What started as a small-batch operation was quickly evolving into a brand capable of supporting larger retail opportunities.

ISBDC also connected Donald to the Indiana State Trade and Export Promotion (IN-STEP) Program, opening doors to international market exploration. Through IN-STEP, Fat of the Land was able to access reimbursements for trade shows and industry events that drew international buyers, helping the company expand its visibility and position its Hoosier-made products for future global reach. Together, these opportunities gave Donald more than just funding; they provided momentum, strategic exposure, and the infrastructure and resources needed to grow with confidence.

The Results: From Kitchen Startup to Retail Expansion

By early 2025, demand for Fat of the Land had outgrown its small-batch production model. Online sales were strong, and to meet increasing demand and to pursue retail partnerships Donald needed to scale his production. With the strategic roadmap built alongside his ISBDC advisors, and through warm introductions to well-vetted people within the industry, Fat of the Land secured a co-manufacturing partner by mid-2025, unlocking the production capacity needed to accommodate strong and strategic growth.

That move marked a true turning point. In just 12 months, between May 2025 and May 2026, Fat of the Land has grown from an online-only brand to securing on-shelf placement in more than 750 retail locations. The company also established partnerships with the two largest grocery distributors in the United States, dramatically expanding its market reach.

As of this writing, the momentum continues. Thanks to strong retail performance and robust customer adoption, Donald expects to surpass his 2026 revenue goal by July; an extraordinary milestone that reflects both consumer demand for quality products and operational readiness.

Looking back on the journey from a small commercial kitchen in southeast Indiana to widespread retail distribution, Donald credits the ISBDC team for helping create key opportunities along the way.

“ISBDC was there for me when I started my first business. As far as Fat of the Land is concerned, they have been instrumental in helping me find funding opportunities and establishing crucial relationships,” Donald said. “The biggest difference they made was putting me in the right places at the right times and connecting me to the right people. Fat of the Land would not be where it is today without the help of Mike and Joe.“

Interested in working with the ISBDC team? Visit their website.