Member Highlight: Sam McDaniel, Fortune Favors

CEO, Fortune Favors | Naturally Wisconsin Advisory Council Member

For Sam McDaniel, CEO of Fortune Favors, relationships are at the heart of building a successful food business.

Sam was drawn to Naturally Wisconsin after years of attending chapter events and trade shows across the country, where he saw firsthand how powerful strong, values-aligned networks can be. While Wisconsin is a major player in food and CPG, he believes the state’s ecosystem—especially beyond cheese—deserves greater visibility and connection.

“We have so many great companies here and an ecosystem that already exists,” Sam says. “Getting people to pay more attention to it is good for our businesses and good for the state as a whole.”

At Fortune Favors, that community-first mindset is core to how the company operates. The team is intentional about building a complete business, not just a brand—placing the jobs they create on equal footing with the products they sell.

Much of Fortune Favors’ growth, from key partnerships to major accounts, has come through relationships formed off the trade show floor: dinners, after-hours events, and peer connections. It’s why Sam encourages members to show up and engage, even when the immediate payoff isn’t obvious.

“Even when it’s just peers, the connection and commiseration are hugely powerful,” he says.

As an Advisory Council member, Sam is excited to help strengthen Wisconsin’s food and CPG community—and make sure it gets the attention it deserves.