Freedom Fighters Snacks: Veteran Founded | Snacks That Give Back | Mission-Driven | American Made | Snacks That Give Back
- KLS
- 12 minutes ago
- 17 min read
For the 252nd feature of our "Together Talks" campaign, we collaborated with Freedom Fighters Snacks and Founder, Ryan Law. Freedom Fighters is a veteran-founded snack brand built on grit, resilience, and purpose.
We produce premium hard sourdough pretzels made with simple ingredients and bold flavor — built for those who live life with discipline and drive.
But this is bigger than snacks.
A portion of proceeds supports scholarships through Folds of Honor, helping the families of fallen and disabled service members.
At its core, Freedom Fighters is about showing up — for the mission, for the community, and for those who’ve worn the uniform. We aim to be a steady voice and presence for veterans, standing alongside them long after their service ends.
From the field to the shelf, this brand represents what it means to keep moving forward — no excuses.
Veteran Founded | American Made | Mission Driven
"Together Talks" feature 252: Freedom Fighters Snacks presented by KLS - Your Trusted Shipping Solutions In The USA
What separates you from your competition? What have been the biggest challenges? What is something you had to learn?
What aspect of entrepreneurship do you appreciate the most? Share a decision that you made that was detrimental?
Story of how it was created?
I am a disabled combat veteran and a retired law enforcement officer. Altogether, I spent 24 years in uniform, and throughout my career, I always knew I wanted to be an entrepreneur. What I didn’t know was what I was going to do or how I was going to do it.
One of the biggest things that motivated me was the desire to give back to veterans and first responders in some meaningful way.
While serving in the Army overseas, I was struck by a grenade. For 20 years, I never talked about it. I kept everything suppressed and carried it with me. One of the biggest struggles I dealt with was recurring nightmares. Then, about 20 years later, I experienced an incident that forced me to confront everything I had been carrying.
At that point, I knew I needed help. I knew I needed to talk to someone.
It wasn’t easy.
In fact, I intentionally chose a Vet Center that was an hour away from where I lived. The way I viewed things then is very different from how I view them now. At the time, there was a sense of embarrassment around needing help. I was a police officer, and I was cautious about people knowing I was a combat veteran and seeing me walk into the local veterans’ office.
Going somewhere farther away felt safer. It allowed me to seek help away from the community I served.
The process was difficult. It was a long six months—an emotional six months filled with ups and downs. But I knew it was important to stick with it.
And I’m glad I did.
About six months into therapy, I walked into a session feeling something I had never felt before: relief. Freedom. For the first time in 20 years, I felt a weight lifting from my shoulders.
Whatever that therapist did, however he did it, he changed my life.
He helped me realize that it was okay to talk about what happened. It was okay to be upset. It was okay to cry. It was okay to acknowledge the experience.
The number one thing he encouraged me to do was talk about my incident.
At the time, that was incredibly uncomfortable.
This was about eight years ago, and I still wasn’t talking about it nearly as much as he wanted me to. Discussing the grenade attack and everything surrounding it was difficult.
A few years later, I started developing an idea for a snack company.
I love snacks. I love pretzels.
And one day it clicked.
I thought maybe I could somehow combine my story, my experiences, and everything I had learned throughout my years of service into a business that represented veterans and first responders.
That idea sent me on a search for the right product.
Eventually, I came across an Amish family in Pennsylvania with a bakery that produced a hard sourdough pretzel. No joke—it was the best hard sourdough pretzel I had ever tasted.
I connected with the family and have had the privilege of working with them for the last two years. Together, we worked through all the challenges of determining whether they could bake at the scale I needed, how we would get the product into retail, and how we would solve all the logistics involved.
Fortunately, we figured it out.
We spent more than two years building the company before launching into retail in March of this year, when we made our very first sale.
One thing I realized very quickly is that I’m an extremely hands-on person. I love being in the field. I love bootstrapping. I love getting out there and meeting people—not just to sell a product, but to build relationships and tell people where the company came from and why it exists.
As I started doing that, people constantly asked me one question:
“Why?”
As I entered entrepreneurship, I kept hearing people talk about finding your “why.” Suddenly, strangers were asking me that same question face-to-face.
That’s when I realized there was something bigger here than simply creating a great pretzel.
Yes, we had a quality product. Yes, we had partnered with Folds of Honor to help provide scholarships for veterans’ and first responders’ families. But there was something deeper.
I began to realize that maybe it was time to get uncomfortable and share my story.
That story is the heart of this brand.
I wanted to reach veterans and first responders, and I realized the best way to do that was by being honest about my own experiences—even if it made me uncomfortable.
I started opening up more, and I was amazed by how strongly it resonated with people.
It sparked meaningful conversations. Personal conversations. Deep conversations.
People began asking what I did to overcome my struggles. They wanted to know how my experiences connected to entrepreneurship and to creating a brand that supports veterans and first responders.
It opened an entirely new world for me.
And in a way, it ended up doing exactly what my therapist had said it would do.
Talking about my story helped me heal.
It helped me become more comfortable with what I had experienced, and the feedback I received encouraged me to continue sharing it. Today, I use my experiences to help other veterans and first responders through a product that proudly supports those communities.
One defining moment happened when I met a woman who owned a local market. She had one family member who served and returned home, and another who served and never came back.
As I shared my story and explained the mission behind the brand, we connected on a deeply personal level.
That conversation really set the tone for me.
It made me realize this wasn’t just a product. It was something that could genuinely touch people.
As time went on, I also realized that we weren’t only connecting with veterans and first responders. We were connecting with spouses, children, extended family members, and even people who simply respect and appreciate those who serve.
That support has been incredibly encouraging.
Since launching in March, we’ve been fortunate enough to get into some remarkable places.
We partnered with the culinary group at West Point and secured placement in three locations there. As a former Army servicemember, that still gives me goosebumps.
We’ve also partnered with the Culinary Institute of America in Hyde Park and expanded into university settings.
Another incredible relationship has been with the Institute for Veterans and Military Families (IVMF) at Syracuse University. Through their programs, training opportunities, and support, we’ve been introduced to incredible resources and connections.
Those opportunities led us to work with Fiserv, which has been an outstanding partner.
Fiserv has now placed multiple orders with us for military-focused events, including a Military Entrepreneurship Forum at Citi Field and a military swearing-in ceremony in Washington, D.C., where our pretzels were included in hundreds of welcome bags for new servicemembers.
That was incredibly meaningful.
They’ve continued ordering for additional military events, including the Military Softball Classic at Citi Field.
We were also fortunate enough to participate in Walmart’s Open Call process. While we’re not yet scaled to operate at that level, it was an incredible experience that led to valuable feedback and relationships we’ll continue to build on.
We’re currently in discussions with Aramark and other major organizations as well.
There has been an overwhelming amount of support.
Yes, I want to build a successful company. Yes, I want to create something meaningful for my six-year-old son and leave behind something special for him.
But on a personal level, this business has become much bigger than I ever expected.
I want this brand to stand for something.
I want people to see it and understand the story, the mission, and the purpose behind it.
Right now, we’re still climbing the steps and building toward that vision. We’re working on scaling production and preparing for broader distribution, hopefully by the fall.
And we’re continuing to tell our story every chance we get.
What separates you from your competition?
The obvious differentiator is that we’re a company built around supporting veterans and first responders.
There are many companies doing great work in that space, and in my opinion, we can never have too many businesses supporting those communities.
What really separates us is the product itself.
This pretzel is based on a one-of-a-kind recipe developed by an Amish woman named Mary, who is featured on our packaging.
Mary spent nearly two years perfecting this recipe before she felt it was exactly where it needed to be.
I’ve been eating these pretzels from the very beginning, and I’ve eaten a lot of them over the years. But I also spend a tremendous amount of time listening to customers.
I want to know what they think makes this pretzel different from every other pretzel on the market.
The answer I hear most often comes down to the taste.
It’s absolutely a pretzel, but there’s something about the recipe and the way it’s made that creates a completely different experience.
The two words I hear repeatedly are:
“Buttery” and “crunchy.”
Many pretzels deliver crunch, but they don’t deliver that rich, buttery flavor.
Mary created something unique. The formula, the baking process, and the care she put into developing it make all the difference.
One of my favorite moments is when someone tells me they’re not really a pretzel person but decides to try one anyway.
Six or seven pretzels later, they’re still standing there eating them.
That tells me we’ve created something different enough that even people who normally wouldn’t reach for a pretzel are enjoying the experience.
And I owe that entirely to Mary and the years she spent perfecting this recipe.
What Have Been the Biggest Challenges?
One of the biggest challenges was transitioning from 24 years in uniform to becoming a business owner.
In the military and law enforcement, everything is structured. You're told what to wear, how to wear it, how to present yourself, and exactly what is expected of you.
Entrepreneurship is completely different.
Suddenly, everything is on you.
I had to learn how to pitch. I had to learn QuickBooks. I had to learn all the things that come naturally to experienced business professionals.
That learning curve was significant.
At the same time, I eventually realized that my military and law enforcement backgrounds provided tremendous value.
We’re trained to be mission-driven. We’re trained to solve problems. We’re trained to overcome obstacles and complete the mission regardless of circumstances.
Once I realized how transferable those skills were, things began to click.
The bigger challenge was always figuring out the next step.
I knew I had an incredible product.
I knew I wanted to help people.
I knew I wanted to give back.
The challenge was figuring out how to bring all those pieces together and then introduce them to the world.
That process was far more difficult than I anticipated.
There were setbacks. There were expensive mistakes. There were rough days and rough nights.
But every challenge taught us something.
Every obstacle helped us grow.
And that mindset—continuing to move forward no matter what—is ultimately what has gotten us to where we are today.
What have been the biggest challenges?
One of the biggest challenges was transitioning from 24 years in uniform to becoming a business owner.
In the military and law enforcement, everything is structured. You're told what to wear, how to wear it, how to present yourself, and exactly what is expected of you.
Entrepreneurship is completely different.
Suddenly, everything is on you.
I had to learn how to pitch. I had to learn QuickBooks. I had to learn all the things that come naturally to experienced business professionals.
That learning curve was significant.
At the same time, I eventually realized that my military and law enforcement backgrounds provided tremendous value.
We’re trained to be mission-driven. We’re trained to solve problems. We’re trained to overcome obstacles and complete the mission regardless of circumstances.
Once I realized how transferable those skills were, things began to click.
The bigger challenge was always figuring out the next step.
I knew I had an incredible product.
I knew I wanted to help people.
I knew I wanted to give back.
The challenge was figuring out how to bring all those pieces together and then introduce them to the world.
That process was far more difficult than I anticipated.
There were setbacks. There were expensive mistakes. There were rough days and rough nights.
But every challenge taught us something.
Every obstacle helped us grow.
And that mindset—continuing to move forward no matter what—is ultimately what has gotten us to where we are today.
What is something you had to learn?
The answer might sound a little unusual at first, but the biggest thing I had to learn was how to ask for help.
There is absolutely no way I would be sitting here today, at the stage my company has reached, if it weren’t for the people who have surrounded me and supported me along the way.
And I’m not just talking about family, friends, or my business partners. I’m talking about people I had never met before—people who were willing to share advice, guidance, resources, and encouragement simply because they believed in what I was building.
The reason this lesson stands out so much is because, for many veterans and first responders, asking for help does not come naturally.
I can certainly speak for myself.
We are used to being the people who provide help. We are the people others call when they need assistance. We step in, solve problems, and support others.
That mindset becomes part of who you are.
It’s one of the reasons I didn’t seek help for my own struggles for 20 years. I was having nightmares and dealing with the effects of my experiences, but I kept pushing forward because that’s what I knew how to do.
As I started building this business, however, I realized that entrepreneurship is impossible to do alone.
You have to become comfortable asking questions. You have to become comfortable admitting what you don’t know. And most importantly, you have to be willing to ask for help.
One experience that really changed my perspective happened at the Military Entrepreneurship Forum at Citi Field, sponsored by Fiserv.
One of the speakers was an entrepreneur and author—I believe her name was Dr. Bell. She shared a lot of valuable insights, but one message stood out above all the others.
She said, “If you're building a startup, you have to have no shame when it comes to asking for help. The worst thing someone can say is no.”
She encouraged entrepreneurs to be bold.
Ask for what you need.
Ask for introductions.
Ask for opportunities.
Ask questions.
Don’t be afraid to make the ask.
As I listened to her speak, I realized she was living proof that the approach worked. She had built a successful career by being willing to put herself out there and ask for what she needed.
From that day forward, I started doing exactly that.
I became more comfortable reaching out to people, asking questions, seeking guidance, and pursuing opportunities that previously felt out of reach.
The results have been incredible.
That single mindset shift has paid dividends for our company and opened doors that I never would have walked through otherwise.
If there’s one lesson I’ve learned as an entrepreneur, it’s that asking for help isn’t weakness.
It’s one of the most powerful things you can do.
What aspect of entrepreneurship do you appreciate the most?
For me, it’s the people.
More specifically, it’s the opportunity to connect with people in a meaningful way.
I mentioned this earlier, but it’s truly one of the most rewarding parts of what I do.
I never wanted this to be a product that simply sat on a shelf and sold because it was a good pretzel.
Of course I want people to buy it. Of course I want it to be successful.
But I also want it to stand for something.
I want people to understand the mission behind it.
I want it to represent veterans, first responders, and service.
That’s why opportunities like speaking engagements mean so much to me.
For example, I was recently invited to be a keynote speaker at a Folds of Honor event in Ohio.
Public speaking is definitely not my favorite thing in the world.
But I embrace it because I love the challenge.
If I’m going to do this, I want to become good at it. I want to become comfortable with it.
More importantly, I know who I’ll be speaking to.
I know there will be veterans, first responders, and families who understand these experiences.
And if I can help even one person through sharing my story, then it’s worth it.
When you look at the statistics surrounding suicide among veterans and first responders, the numbers are heartbreaking.
They’re staggering.
And when I think about my own journey, I know that without the support system I had when I finally sought help, I might not be sitting here today.
That’s why this matters so much to me.
If I can provide one word of encouragement, one piece of advice, or one story that helps someone else who is struggling, then everything we’re doing is worthwhile.
The fact that it’s connected to a product people genuinely enjoy makes it even more special.
I get goosebumps talking about it.
My son is six years old, and I’ve explained all of this to him.
He loves the pretzels.
But more than that, he understands the mission.
He’ll say things like, “Dad, can we go give pretzels to the soldiers?” or “Can we bring pretzels to the firefighters?”
Those moments mean everything to me.
Recently, I was driving to meet a client when I passed a volunteer fire station.
It was a beautiful Sunday afternoon. Most people were spending time with their families, grilling, relaxing, and enjoying the weather.
As I drove by, I saw firefighters outside inspecting equipment and preparing for future calls.
I turned my truck around.
I walked over and thanked them.
I told them, “You could be home with your families today, but instead you're here making sure you're ready to protect your community.”
Then I introduced myself and told them about the company.
I left them with a case of pretzels and asked if I could take some photos so I could highlight them on social media and thank them publicly for what they do.
I think too often people appreciate first responders but forget to actually tell them.
I love shining a light on those moments.
I’ve done similar things with local law enforcement agencies as well.
I’ll stop by, shake hands, thank officers for what they do, and acknowledge the sacrifices they make by working holidays, weekends, and long shifts away from their families.
Those experiences are incredibly rewarding.
As much as I want the business to grow, those moments are what truly make this journey special for me.
Share a decision that you made that was detrimental?
One decision that stands out happened early in our journey when we tried to move too quickly.
The bakery where our pretzels are made is about three and a half hours away from my office, which means a seven-hour round trip every time I visit.
Whether I’m picking up product, observing production, or meeting with the bakers, it requires a significant commitment of time.
Early on, I thought there had to be a better way.
I started looking for a bakery closer to home.
From a relationship standpoint, it made sense. I wanted to work with someone nearby. I wanted the convenience of being able to stop in whenever needed.
So we found a local bakery and tried everything possible to replicate the product.
We shared the recipe.
We shared the process.
We conducted multiple test runs.
But no matter what we did, the pretzels never came out the same.
After about two months of trying, I realized the only option left was to bring Mary—the creator of the recipe—to the bakery herself.
We arranged transportation and covered the associated costs.
Mary spent time in the bakery teaching the process firsthand, explaining every detail, and walking the team through production.
Everyone took notes.
Everyone paid attention.
A month later, we attempted a full production run.
It still didn’t work.
The pretzels simply were not the same.
Looking back, the mistake was that we moved too quickly.
We became impatient.
We wanted growth faster than we were ready for.
In the process, we underestimated how unique Mary’s recipe and production process truly were.
The experience cost us both time and money.
But it taught us an important lesson.
Don’t change something that isn’t broken.
If the original source is producing an exceptional product, sometimes the extra effort is worth it.
Today, we still work with the original baker.
When the time comes to scale nationally, we know production methods will evolve. We’re already searching for a large-scale manufacturing partner.
But one thing will never change:
The taste.
Consistency is everything.
That experience reminded us to stay patient, trust what works, and avoid rushing growth before we’re ready.
Do you have a moment that brings you the most joy?
One of the proudest moments of my journey happened at West Point.
I was invited to participate in a vendor event hosted by the culinary group there.
What made it unique was that I was the only small independent vendor present.
Around me were major companies with large displays, professional setups, and significant resources.
Meanwhile, I had a six-foot table, some pretzel samples, and a simple table covering.
I felt like the smallest person in the room.
But what happened that day completely changed my perspective.
The cadets and soldiers who came through were incredible.
They were polite, respectful, curious, and genuinely interested in both the product and the story behind it.
Many of them asked about my military service.
They wanted to know how I went from serving overseas to building a snack company.
The conversations were meaningful and authentic.
As a former Army servicemember standing at West Point, watching future Army leaders enjoy the product and embrace the mission behind it, I felt something I’ll never forget.
For the first time, I truly felt like I belonged in that space.
I remember thinking, “Maybe I’m not in over my head after all.”
The support and encouragement I received that day validated everything we had worked toward.
Those cadets will probably never know the impact they had on me personally, but they helped reinforce that this business was about more than selling pretzels.
It was about purpose.
It was about connection.
And it was about creating something meaningful.
That day will always be one of the defining moments of my entrepreneurial journey.
Our Partners
Folds of Honor:
Folds of Honor took a chance on me before I had proof of concept.
Before I had significant sales.
Before I had established success.
They believed in the mission.
I’ll never forget a conversation I had with one of their senior leaders.
He told me, “This is why I get out of bed every morning.”
He explained that while large corporations often support their organization, what excited him most was seeing someone who had spent an entire career serving in uniform continue that service through entrepreneurship.
That conversation meant the world to me.
As a veteran, the opportunity to partner with Folds of Honor and display their logo on our packaging felt surreal.
It was another moment that validated what we were building.
They’ve been tremendous partners from day one, and I’m incredibly grateful for their support.
Piece of Advice
If anyone is willing to listen to advice from a startup founder, mine would be simple:
Don’t be afraid to pursue something you genuinely believe can work.
There were plenty of times when I doubted myself.
There were plenty of times when I questioned whether this idea made sense.
It took a lot of encouragement from other people to help me believe in what I was building.
That’s why I especially encourage veterans and first responders to explore entrepreneurship if it’s something they’re passionate about.
There is absolutely a path after service.
The skills you develop in uniform—discipline, resilience, leadership, problem-solving, adaptability—translate directly into business ownership.
You have more to offer than you probably realize.
My advice is to go for it.
Take the leap.
Ask for help.
Learn as much as you can.
Connect with people who have walked the path before you.
And if someone reaches out to me for advice, I’ll gladly give them whatever time and support I can.
I’ve had my own hurdles.
I’ve had my own struggles.
But every challenge has taught me something valuable.
If my experiences can help someone else take that first step, then sharing them is absolutely worth it.
Fiserv:
IVMF:
Piece of Advice
If anybody is willing to listen to the startup guy, I would offer to, and I don't want this to sound a cliche or generic, but not to be afraid to go after what you believe can work.
Because I didn't believe it, and I was very skeptical about what I was thinking, and it took a lot of people to help get me there.
So I would just encourage everybody, but certainly veterans and first responders, that there is a path after service, and there is a lot that you can contribute to your business if you want to be an entrepreneur, and just to go for it.
Just to go out and go for it the best you can, and reach out to people like me that is going to be more than willing to help and give you any time that I can to help out.
I had my hurdles.
Community Callout
West Point/Culinary Group
Folds of Honor
Hampton Inn and Suites by Hilton
Culinary Institute of America
Sanzi Associates
Fizerv
IVMF
In Closing
KLS wants to thank Freedom Fighters Snacks and Founder, Ryan Law, for today's "Together Talks" feature. Follow along for their journey with their social handles below!