Fortune Favors scales with national deal

Fortune Favors is having a breakout year.

Celebrated for its addictive candied pecans, the company, founded in 2018, recently landed its biggest retail partnership yet, securing shelf space in more than 1,400 Publix supermarkets across the southeastern U.S. The rapid expansion has prompted a second production shift at its Cottage Grove facility, where every batch of pecans is still handmade.

Led by CEO Sam McDaniel, COO Jess Benish, and founder and award-winning chef Eric Rupert, the company has scaled rapidly without compromising on quality or culture.

The Publix deal is a milestone that came faster than expected. “We’re going to sell more nuts to Publix in six weeks than we sold in all of 2018,” said McDaniel, noting that sales to the Florida-based retailer will exceed the company’s early-year projections. Already on a strong growth path thanks to loyal customers and wholesale relationships, Fortune Favors accelerated further with the Publix deal. The company is now exploring broader national opportunities.

As Fortune Favors pursues national growth, its roots remain embedded in Wisconsin. The company manufactures all its products in-house, uses premium U.S.-grown pecans, and maintains a strong commitment to employee well-being. Workers earn an average wage more than 50% above typical manufacturing rates in southern Wisconsin. The leadership team describes job quality as their “most important product,” and contract workers brought on for the Publix rollout receive the same pay and respect as full-time staff.

This emphasis on creating dignified, sustainable jobs stems from the founders’ past experiences. “We came from a place where not all jobs were built for people to thrive long term,” said Benish. “We wanted to build something different—something that supports the whole person.”

That intentional approach includes health insurance for full-time employees, paid time off, bereavement leave (including pets), and flexible scheduling that respects personal and family needs. As a result, the company boasts high employee retention rates.

Long-term employees remain a strategic strength. While many food brands outsource production, Fortune Favors has always made its products in-house. The model gave them resilience during the pandemic and remains key to quality control and community engagement.

In recognition of their entrepreneurial success, Fortune Favors’ leadership team was named Wisconsin’s 2024 Small Business Persons of the Year by the U.S. Small Business Administration. The award honored McDaniel, Benish, and Rupert for their rapid growth and community impact.

Even as it scales, Fortune Favors continues to contribute to Wisconsin’s broader entrepreneurial ecosystem. McDaniel and Benish both serve on the board of Naturally Wisconsin, an organization supporting natural food manufacturers throughout the state. Their hope is that Fortune Favors’ national success can help spotlight the untapped potential of Wisconsin’s food innovation scene.

With eyes on further expansion, a potential factory store in Cottage Grove, and continued investment in staff and operations, the team is clear about what won’t change. “No matter how big we get,” said McDaniel, “our values stay the same. We’re committed to good food, good jobs, and being a good part of our community.”

To learn more about Fortune Favors, connect with the company here.