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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The global french fry map is rapidly being redrawn, and the Middle East is emerging as a critical new center of gravity. Long reliant on massive imports—staggering figures that hit 500,000 tons annually in Saudi Arabia alone—the region is now witnessing a strategic shift towards localization.

In this exclusive interview, we sit down with Abdulmohsin Aljarallah, General Manager at Al-Jouf, a state-of-the-art french fry manufacturer in Saudi Arabia. Abdulmohsin shares his remarkable journey, detailing how a simple idea evolved into a high-speed, multi-million dollar operation backed by the Saudi Vision 2030.

Discover:

• The double-digit market growth driving this regional boom.
• The surprising reality of three potato growing seasons in Saudi Arabia and the push for agricultural self-sufficiency.
• How agility, strategic partnerships, and a sharp focus on quality are helping Al Jouf compete with global giants like McCain and Lamb Weston.
• The role of advanced technology and AI in minimizing waste and maximizing efficiency in the desert.

If you’re tracking global food trends, supply chain shifts, or the immense untapped potential of the Middle Eastern agricultural sector, this is a story you can't afford to miss. Join us to learn how Al Jouf is building "The French Fries of the Middle East."

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What if you could produce a crispier french fry, slash your energy bills, and increase your product yield—all by "drilling" microscopic holes with electricity? Today, host Mike DeLong sits down with Mark de Boevere, the founder of Pulsemaster, to discuss the "disruptive magic" of Pulsed Electric Field (PEF) technology. Based in the heart of the Netherlands' potato country, Marc and his team are transforming the industry from the inside out—literally.

By applying precise electrical pulses to potatoes, PEF technology targets the cell membranes, creating minuscule openings that lead to:

• 40% less cutting force for smoother surfaces and less breakage.
• Reduced oil absorption for a healthier, crunchier bite.
• Shorter blanching and drying times, optimizing the entire production line.

From massive 100-ton-per-hour industrial systems to compact "plug-and-play" pilot units, PEF is no longer a futuristic concept—it's the new global standard for efficient, high-quality potato processing.

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