当两个位于麦迪逊的品牌走到一起，不仅分享空间，而且分享愿景时，结果是一个基于相互支持的深思熟虑的合作。 以优质山核桃糖果而闻名的Fortune treasures和当地最受欢迎的素食小吃Level 5 Donuts合作，反映了人们对小食物不断变化的需求 businesses.
The collaboration centers around Fortune Favors’ retail space on Atwood Avenue. Once a hub for customer engagement and order fulfillment, the location’s kitchen had been underused since the company moved production to Cottage Grove in 2022. Meanwhile, Level 5 had been exploring options for a storefront following a series of successful pop-ups and growing community interest.
“I’ve been a fan of Level 5 since they started selling around town,” says Jess Benish, Co-founder of Fortune Favors. “We’ve spent years trying to figure out what to do with our own shop. It’s never quite made enough to support itself financially, but our staff loves it—and it’s been a key way for us to stay connected with our customers, especially in Madison. Level 5 brings high-quality products, clean ingredients, and kind people to the table. And in the end, we’re providing more quality, local, vegan products to the Madison community for more hours in a week than we could before on our own. This partnership feels like a win-win.”
Now, visitors to 2086 Atwood Avenue can find fresh vegan donuts alongside candied pecans, with both businesses benefiting from shared expenses, labor, and a blended customer base. Just as important, the partnership speaks to the importance of adaptability and cooperation in an industry facing high costs and shifting consumer behaviors.
“This idea, sharing space, labor, and resources, is certainly not new. But it could absolutely be a model for others,” shares Benish. “Running a retail shop in 2025 is not for the soft. But if you can find yourself an aligned partner, somebody who mostly shares your values, goals, and customer base, getting creative about how you make products available to customers might just be the way through.”