Diggables

From Maine Fields to National Shelves: Diggables’ Savory Success Story

In the competitive $30 billion savory snack market, one Maine-based company is carving out its niche with a unique offering: Diggables. Founded by Toby Ahrens, Diggables is revolutionizing snack time with its healthy, gluten-free puffed treats made from sustainable ingredients grown right in Maine.

Since its launch in June 2023, Diggables has experienced rapid growth, expanding its reach from local Maine stores to shelves across the Northeast, including the bustling markets of New York City. But with this swift expansion came new challenges, particularly in managing out-of-state distribution and sales relationships.

Recognizing the need for expert guidance, Ahrens turned to the Maine Entrepreneurial Resource Corps (MERC) program. “We were seeking a consultant with experience navigating distributor and retailer relationships to help us control costs and build a foundation for success,” Ahrens explained. The goal was clear: grow intelligently with advice from someone who had “been there before.”

Through MERC funding, Diggables partnered with Barry Wilfand, a seasoned consultant with whom Ahrens had previously worked during MCE’s Top Gun program. This collaboration proved invaluable, leading to engagements with new distributors and retail partners that have fueled Diggables’ continued growth.

The impact of the MERC program on Diggables has been significant. “The MERC process was easy to navigate and allowed for us to respond to an important need in a timely fashion,” Ahrens shared. “The project allowed us to avoid potential pitfalls that could have restricted our growth now and in the future.”

Beyond the immediate benefits, this partnership has laid a strong foundation for Diggables’ ambitious long-term goals. Ahrens envisions Diggables becoming a national brand, addressing consumer needs for tasty, healthful, and sustainable snacks. The support from MTI and the MERC program has been crucial in establishing the early building blocks for this future growth.

Ahrens is quick to point out the unique advantages of being based in Maine. “The entrepreneurial network is very close-knit and supportive,” he notes, highlighting the collaborative spirit that has helped propel Diggables forward.

As Diggables continues to spread the love for buckwheat and its brand beyond Maine’s borders, Ahrens remains grateful for the support received. “I am truly grateful to have been advised by someone that has ‘been there before’ to let us continue to spread the love for the buckwheat and the Diggables brand outside of Maine!”