When Jesse Konig co-founded Jesse & Ben’s, he didn’t have a background in culinary arts or food production. In fact, his journey into the food world began with curiosity, a willingness to ask questions, and a mission to do things differently. Today, Jesse & Ben’s is transforming the frozen fry industry, proving that delicious, nostalgic comfort foods can also be crafted with care and high-quality ingredients.
The Origins: A Curious Start
Jesse’s story begins right after college, where he and his co-founder, Ben Johnson, launched a gourmet food truck featuring high-quality hot dogs. “We were 22, 23 years old, just trying to learn everything from the ground up,” Jesse recalls. “We surrounded ourselves with chefs, asked a million questions, and slowly but surely started figuring it out.” Their entry into the food world wasn’t traditional—it was born from a desire to experiment and challenge conventional practices.
Over time, their food truck business evolved into Swizzler, a fast-casual restaurant focused on “junk food without the junk.” But the turning point came in 2020, during the COVID-19 pandemic, when labor shortages and supply chain challenges forced Jesse to rethink how they sourced and served one of their staples: French fries. Hand-cutting fries became impractical, and existing frozen fry options didn’t meet their quality standards. That’s when the “aha moment” struck. “We thought, what if we made our own frozen fry?” Jesse says.
Building a Better Fry
Jesse & Ben’s began with a simple but ambitious goal: to create a frozen French fry that matched the quality of restaurant-style fries while avoiding the processed ingredients common in big-brand products. They transformed their food truck commissary into a mini fry factory, experimenting with freezing and packaging techniques. “We wanted to make a fry that wasn’t just good but better than anything else out there,” Jesse explains. “We use non-GMO potatoes, high-quality fats like avocado oil or grass-fed beef tallow, and real seasonings. Our ingredients are simple but make all the difference.”
This commitment to quality stands in stark contrast to industry norms. “Big companies have their own incentives,” Jesse notes. “They’re focused on scale, speed, and profit margins. Sodium biphosphates and processed oils are just part of their equation. We’re different because we’re hands-on. We’re the guys behind the fries, and we care about every bag that goes out.”
Health Meets Nostalgia
Jesse & Ben’s French fries don’t just taste better; they’re better for you. Using avocado oil or grass-fed beef tallow ensures stability and eliminates the need for heavily processed frying oils. The result? Fries that are free from chemicals and deodorizers, offering a flavor that’s closer to homemade. “When I eat real food without a bunch of processed ingredients, I feel better,” Jesse says. “That’s what we want for our customers too.”
This philosophy taps into a growing trend of health-conscious consumers who still crave indulgent, nostalgic foods. As Jesse puts it, “We’re taking junk food and turning it into joy food—something you can feel good about sharing with your family and friends.”
A David vs. Goliath Challenge
Competing with industry giants like Ore-Ida and Alexia isn’t easy. These brands have massive marketing budgets, established supply chains, and decades of consumer loyalty. But Jesse sees the challenge as an opportunity. “When you’re a smaller company, you can be nimble,” he says. “We can make quick decisions, experiment, and focus entirely on quality. Big brands can’t match the heart and soul we put into our products.”
Jesse & Ben’s has already made significant strides, landing their fries in Whole Foods and other regional markets. They’ve also partnered with restaurants through a wholesale program that offers high-quality frozen fries as a convenient, consistent alternative to hand-cutting. “We’re solving problems for chefs and restaurateurs,” Jesse explains. “Our fries save time and labor while delivering the same restaurant-quality experience.”
The Future of Jesse & Ben’s
For Jesse, the journey is as much about values as it is about fries. “We’re building a brand that stands for something,” he says. “It’s about creating delicious, nostalgic foods without compromising on quality or integrity. ”As Jesse & Ben’s continues to grow, the company remains grounded in the principles that started it all: curiosity, authenticity, and a commitment to better food. Whether it’s a bag of fries in the grocery aisle or a plate served at a restaurant, Jesse & Ben’s is proving that small businesses can take on the giants—and win—one fry at a time.
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