Small Potatoes Unlimited acquires, operates, and grows gluten-free and better-for-you food companies. We’re hands-on operators who preserve what makes a brand work — not a private-equity roll-up.
We take on better-for-you brands with something real at the core, then bring the operations, production, and distribution muscle to make them durable.
We buy gluten-free and better-for-you food brands doing $1M–$10M — whether they’re founder-burned-out or healthy and growing. We move fast.
Our own SQF-, GFCO-, and Organic-certified production and fulfillment facility in Georgetown, TX takes cost out and puts quality in — plus Amazon and DTC distribution muscle most founders can’t build alone.
We keep what works and add repeatable, omni-channel playbooks across the portfolio — building brands that last instead of flipping them.
It can be hard to get the right people doing the right thing. We fancy ourselves good at identifying where resources & talent need to go and quickly mobilizing them. Much of business operations is common across companies. That’s the easy part. If you’re a mad scientist and need sales help – we got you. Have you been selling like crazy but struggling with production or co-packers? Or anything in between? Come join the Small Potatoes Innovation Center! Burned out and wondering why you started this? Let’s talk.
Every group has core strengths and look for companies that can use those. Our superpowers are most in operational excellence & finding product-market fit. We pick projects we know we can make better than others and we design products that fly off the shelf – real or digital. We think entrepreneurship is a journey that should be embraced but also examined. It should be fun and we should all be growing and learning. And, of course, Sustainability is at the core of everything we do.
There are so many brands out there. It’s easier than ever to launch CPG products. We believe a key differentiator in the industry is execution – quality ingredients and consistent, quality production. We can help tweak formulas and find better ingredients to elevate company performance, then we’re the ones who move it to the production floor and make sure every batch is the best. Then we help it reach the right people. We’re not chasing rocketships (though we’re not afraid to jump on one), we want to build great brands with amazing products that help people live healthier without sacrificing the environment.
Play your best hand by leveraging the Small Potatoes support network.
We don’t think you have to spend $2 million to make $1 million. The right product on the right shelves can grow while making money. If there’s a huge opportunity that needs investment, we are agile enough to jump on it while staying grounded in the fundamentals.
With Small Potatoes you immediately become part of a group of wicked-smart people solving fun problems that lead to great performance. If we don’t know answers, we know who to ask. If they don’t know, we use data & intuition to make an educated guess.
Growing a company that’s helping people eat healthier, helping heal the environment, and helping entrepreneurs learn about themselves and what their superpowers are is no easy feat. But it can, and we think should, be fun. Let’s have a blast.
Most brand houses outsource production. We run our own certified production and fulfillment facility in Georgetown, TX — so when a brand joins us, its cost structure, quality, and shipping all get better in the first ninety days.
We offer co-manufacturing and 3PL services for other gluten-free baked goods & bars. By combining co-man and 3PL services, we save clients significantly on transportation and coordination. Our production home has its own front door — Spud House — same team, same certified floor in Georgetown, TX.
Current brands, partners, and pet projects.
Keto, gluten-free cookies and baked goods for low-sugar living.
Gluten-free cookies and baking mixes that bake up like the real thing.
A food-based program built for the GLP-1 era of weight health.
Better-for-you nutrition for the animals in the family.
Better-for-you foods and supplements, built for Amazon.
Content and community for people eating a little greener, mostly.
Brand and sales accounts sold — the deal that seeded the Small Potatoes thesis.
Clean-label salsas and dressings — sold 2026.
A pet project we gave a good run.
Well, the wins. We don’t have a great record of the ones that didn’t make it.
Texas’s first farm-to-table grocery delivery.
#3 on the Inc. 5000, 2019.
Organic baby & toddler nutrition.
A vineyard-sized adventure.
The first exit.
Prepared meals, done right.
Local food, delivered.
CPG accelerator mentorship.
Good grazing, good business.
If you’ve built something good and you’re ready for a partner — or an exit — we’re operators who’ll treat your brand and your people the way you would. We’re a fit if you’re:
Mason is a chemical engineer turned food entrepreneur. He founded and sold Greenling — Texas’s first farm-to-table grocery delivery — and Cece’s Veggie Co., which hit #3 on the Inc. 5000 before its sale in 2021. Small Potatoes is the company he built to do it again, and again: buy good better-for-you brands, run them well, and keep them growing.
We’ve sat in the founder’s chair — which is exactly how we operate the brands we buy.
At the Capital Factory’s Demo Day, Mason Arnold gave a quick pitch on Greenling…
Popular local entity Greenling has decided that delivering organic groceries isn’t revolutionary enough…
Greenling Inc. founding CEO Mason Arnold indicated Friday that he bought out the investors…
Selling a brand, looking for a co-manufacturer, or just comparing notes? Send a note and Mason will get back to you personally. Every conversation is confidential.