Our Story
Our Story
Some things start with a big plan. This wasn't one of them.
It started on the lakes. Minnesota. Wisconsin. Paddling, fishing, camping — just living the Up North life we've always loved.
And every time we were out there the same thought kept coming back.
I wish there was a way to clean up these lakes. I wish more people knew what they had up here.
That thought didn't go away. So we did something about it.
How Wild Rice Fit In
Growing up in a small town in Minnesota eating healthy and local wasn't a trend — it was just common sense. Real food from real places.
We watched family members battle diabetes and kidney disease. That changes how you think about what you eat, what you value and what you want to leave behind.
Wild rice kept coming up. Minnesota's own superfood. Low glycemic. Nutrient dense. Native to the very lakes we love. The kind of real northern food that's been feeding people here for centuries.
We started telling friends about it. Most had never tried it. Some had never even heard of it. But once they did they got it immediately. One bag became two. Two became ten. Word spread the way good things do — honestly between people who actually care about what they eat and where it comes from.
That's still how we grow. One conversation at a time.
Why Clean Water
Over the years the lakes have changed. Anyone who's spent real time Up North knows it. The water isn't always what it used to be.
That bothers us deeply.
We live off these lakes. We fish them, paddle them, swim in them and cook beside them. The walleye and perch we pull out should be clean and healthy — for us, for our kids, for everyone who comes after us.
That's why we give 1% of every sale back to clean water initiatives. Not because it's a marketing line. Because we actually need these lakes and we're not willing to just watch them go.
Take care of the water. The water takes care of us.
Why All Trails Lead North
We've always been headed north. Pheasant hunting. Camping. Overlanding. Paddling lakes most people never find. Watching the northern lights from places with no cell service and not minding one bit.
We wanted a name that captured that feeling. Up North was always the pull. Trails were always the way there. And one day the words twisted into something that felt exactly right.
All Trails Lead North.
It's not just a brand name. It's a direction. A feeling. A way of life for people who'd rather be outside than anywhere else.
We're a family owned operation based in Wisconsin with deep roots in Minnesota. Our trails run all the way to Canada. And we're just getting started.
What We're Building
Minnesota wild rice born from a love of northern lakes. Canadian jumbo organic wild rice — the best of both sides of the north. Coffee for the morning on the water. Hats and shirts for people who actually live this life.
And trail guides, paddle routes and honest gear reviews for every lake, forest and backroad between Wisconsin and the Arctic.
We're a family owned business building something real. No big warehouse. No corporate backing. Just a genuine love for the north, a NuCanoe U10 on the roof of a Tacoma and wild rice in the cooler.
Because all trails lead north.
And we'll see you out there.
Common Questions
Where do you source your wild rice?
All our wild rice is sourced from Minnesota growers using sustainable harvesting and processing practices. We also carry Canadian jumbo organic wild rice from clean northern Canadian waters. No blends. No fillers. The real thing.
Do you ship outside Minnesota?
Yes. We ship across the US and are working on extending shipping to Canada. Wherever you are — we'll get wild rice to you.
How does the 1% donation work?
We donate 1% of every sale to protecting northern lakes and waterways. It's built into our business model and part of every single order — wild rice, merch, everything.
Is this just a wild rice store?
No. It's a northern lifestyle brand. Wild rice is our flagship product but All Trails Lead North covers the full Up North life — trails, paddling, fishing, hunting, overlanding, camping and the gear that makes it all possible. The wild rice just happens to be what fuels all of it.
Are you really family owned?
Yes. No big warehouse. No corporate backing. Real people who actually live this life and care about the north.
1% of every sale goes to protecting the clean northern lakes and waterways we love — from Minnesota to Manitoba.
All Trails Lead North.