MADISON, WI - May 5, 2025 - Fortune Favors, the premium candied pecan company, and Level 5 Donuts, Madison's beloved vegan donut bakery, are excited to announce an innovative retail partnership that will bring both brands together under one roof at 2086 Atwood Avenue. Donuts and pecans, available together in the same shop! This collaboration represents a creative solution to the mounting challenges facing brick-and-mortar specialty food retailers.
Collaborative Retail Solution for Specialty Food Businesses
Specialty food businesses are facing tough challenges—staffing shortages, rising costs, and shifting consumer behavior. In response, Fortune Favors and Level 5 Donuts have partnered to share a retail space, offering a model that supports sustainability and customer experience.
“Small businesses need to creatively maximize their resources,” said Jess Benish, Co-founder of Fortune Favors. “Sharing our space with Level 5 Donuts helps both brands, who have similar target customers, thrive.”
Level 5 Donuts will operate a counter-service shop in Fortune Favors’ Atwood Avenue location, which the candied pecan company has occupied since 2018. Though Fortune Favors moved production to Cottage Grove in 2022, it kept its retail presence at the site.
The partnership began when Benish connected with Level 5’s owners, Caitlin Rockey and Aaron Mooney, who had been seeking a permanent space after years of pop-ups and local distribution.
Benefits of the Collaboration Include:
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Shared operational costs
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Cross-promotional marketing
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Increased foot traffic from combined customer bases
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Efficient use of retail space
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A wider product selection in one location
Level 5 Donuts launched its counter in May 2025 and will complete its production space buildout by summer. Meanwhile, they’ll continue using their Main Street Industries kitchen. Fortune Favors’ products will remain available during donut shop hours, as well as extended additional times.
About Fortune Favors
Fortune Favors, formerly known as Nutkrack, was founded in 2018 by award-winning chef Eric Rupert along with partners Jess Benish and Sam McDaniel. The company specializes in premium candied pecans made with just four simple ingredients and containing only 7% sugar by weight, significantly less than traditional candied nuts. Fortune Favors products are plant-based, dairy-free, non-GMO, and gluten-free, and available in distinct flavors: The Classic, The Spicy, The Everything, The Spark, and The Mesquite. For more information, visit www.fortunefavorsnuts.com.
About Level 5 Donuts
Level 5 Donuts is a 100% vegan donut bakery founded in 2019 by husband-and-wife team Aaron Mooney and Caitlin Rockey. Starting as a pop-up vendor at local festivals and events, Level 5 has gained a devoted following through coffee shop placements around Madison. Known for their creative flavors and commitment to quality, Level 5 offers a rotating selection of handcrafted vegan donuts. For more information, visit level5donuts.com.
Contact Information
Fortune Favors
Sam McDaniel
Email: sales@fortunefavorsnuts.com
Phone: (608) 709-1077
Level 5 Donuts
Aaron Mooney & Caitlin Rockey, Owners
Email: info@level5donuts.com
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