What does it really take for a fourth-generation farmer to step off the tractor and onto the fiercely competitive shelves of the snack aisle?

In this deep dive, we sit down with Ladd Wahlen, a fourth-generation Idaho potato farmer and co-founder of Roots Chips, to unpack the bold leap from agriculture to consumer packaged goods. Ladd shares the hard-earned lessons behind building a differentiated snack brand from the ground up—starting with regenerative farming practices long before there was ever a bag to sell. From constructing a manufacturing facility from scratch to confronting the brutal realities of retail distribution, this conversation reveals the grit, strategy, and resilience required to compete in the crowded kettle chip market. Ladd opens up about launching with 25 SKUs (and quickly regretting it), carving out shelf space against industry giants, and shaping a brand rooted in both soil health and long-term vision.

Whether you’re passionate about food entrepreneurship, sustainable agriculture, or the behind-the-scenes story of how a premium snack earns its place on the shelf, this interview delivers insight you won’t find on the back of a bag.

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