What Value Added Products does

Value Added Products, now operating as Red Earth Dough Co., is a U.S. wholesale manufacturer of frozen pizza dough and pre-proofed pizza crusts, headquartered in Alva, Oklahoma. Founded in 1999, the company supplies restaurants, food distributors, and private-label pizza brands across the United States through a B2B model focused on independent pizzerias and small chains that want chain-level consistency without the labor footprint of in-house dough preparation.

The company's technical differentiator is its frozen pre-proofed crust platform: dough is fully proofed prior to freezing, with a liquefied CO2 gluten-activation step used to naturally strengthen the dough network, improve oven spring, and produce consistent bake-to-bake results. It sells pre-proofed frozen pizza crusts, pizza dough, dough balls, and sheeted dough; a regional sub-brand called Southwest Crust; a Pizza Profit Booster service program; and private-label/OEM manufacturing for branded pizza operators. Production capacity is anchored by an automated high-capacity line rated at 10 million pounds annually, co-located with a 500 lb pilot line used for R&D and low-volume product testing, and the Alva facility holds BRCGS AA food-safety certification.

Revenue is generated through quote-based B2B wholesale — direct restaurant sales, distributor partnerships, and private-label manufacturing — at undisclosed prices. The company received a $500,000 USDA grant in June 2024, has 51–100 employees, and continues to operate privately with no disclosed ownership, investment, or financial figures.

Name

Value Added Products

Legal name

Red Earth Dough Co.

Website

https://vapalvaok.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Value Added Products (Red Earth Dough Co.) is a U.S. B2B wholesale manufacturer of pre-proofed frozen pizza crusts and dough, supplying independent pizzerias, distributors, and private-label pizza brands from its Alva, Oklahoma facility.

Ownership category

akta.pro rank

Product category

Frozen Dough Manufacturing

NAICS

Bread and Bakery Product Manufacturing (31181)

SIC

Bakery Products (2050)

akta.pro primary industry

Frozen Pizza & Flatbreads (CRADADAB)

akta.pro secondary industry

Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM)

Keywords

• Frozen pizza dough
• Pre-proofed pizza crusts
• B2B food manufacturing
• Wholesale bakery products
• Private label dough

Headquarters

HQ city

Alva

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Wholesale Frozen Pizza Dough Products: B2B wholesale revenue from selling frozen pre-proofed pizza dough, crusts, dough balls, and sheeted dough to restaurants, distributors, and private-label brands across the United States

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Value Added Products manufactures and wholesales pre-proofed, freezer-to-oven frozen pizza crusts and dough products to independent pizzerias, foodservice distributors, and private-label pizza brands. Core offerings include pre-proofed frozen pizza crusts, dough balls, sheeted dough, and laminated frozen crusts produced through a proprietary process combining liquefied CO2 gluten activation with natural fermentation pre-proofing.

Product overview

Value Added Products (now Red Earth Dough Co.) is a frozen dough manufacturing company offering a portfolio of pre-proofed, freezer-to-oven pizza crusts, pizza dough, dough balls, and sheeted dough products. Their core innovation is laminated frozen pizza crusts utilizing liquefied CO₂ gluten activation technology for consistent texture and artisan-quality results. The company operates a 500 lb R&D pilot line alongside a high-capacity automated production line producing up to 10 million pounds annually. Product portfolio includes private label capabilities, the Southwest Crust regional brand, and the Pizza Profit Booster service program for operational optimization.

Differentiator

Problem solved

Functional benefit

Products and services

• Pre-Proofed Frozen Pizza Crusts Pre-proofed, freezer-to-oven pizza crusts manufactured using liquefied CO2 gluten activation and natural fermentation pre-proofing; sold wholesale to independent pizzerias and foodservice distributors.
• Pizza Dough Frozen pizza dough sold wholesale to pizza operators and foodservice distributors for in-store portioning and shaping.
• Dough Balls Pre-portioned frozen pizza dough balls for pizzerias that prefer to hand-shape their own crusts.
• Sheeted Dough Pre-sheeted frozen pizza dough for high-volume operations that need consistent sheet thickness without on-premise sheeting.
• Laminated Frozen Pizza Crusts Laminated frozen pizza crusts produced via proprietary liquefied CO2 gluten activation and natural fermentation pre-proofing, offering a layered, freezer-to-oven finished crust.
• Private Label / R&D Pilot Line Co-manufacturing service using a 500-pound R&D pilot line for recipe development plus full-scale production, enabling private-label pizza brands to launch frozen crust SKUs.
• Southwest Crust Branded line of pre-proofed frozen pizza crusts under the Southwest Crust label, targeting regional restaurant and foodservice customers in the U.S. Southwest.
• Pizza Profit Booster Profit optimization program and guide helping pizzerias reduce labor costs, eliminate dough-room preparation, improve consistency, and scale operations efficiently by switching to pre-proofed frozen crusts.

Quantifiable outcome

• Bake consistent artisan-quality crusts every time
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Nestlé Professional (frozen pizza): Nestlé owns DiGiorno, Tombstone, and Stouffer's frozen pizzas and operates large U.S. dough manufacturing capacity, competing with Value Added Products on private-label and foodservice frozen dough supply while serving a much broader portfolio.
• Schwan's Company: Schwan's owns Tony's, Red Baron, and Freschetta frozen pizzas and operates large-scale frozen pizza/dough manufacturing. Overlaps with Value Added Products in frozen pizza crust/dough production but is a much broader frozen-foods incumbent.
• General Mills Foodservice: General Mills supplies refrigerated/frozen dough and pizza ingredients through its foodservice channel alongside branded retail pizza lines. Comparable in B2B foodservice distribution and frozen/refrigerated dough capabilities, but at much broader scale.

Direct peers

• Rich Products Corporation: Rich Products is one of the largest U.S. suppliers of frozen pizza dough and crusts to foodservice operators and private-label brands. Directly comparable to Value Added Products in product category (pre-proofed frozen dough), customer base (restaurants and chains), and B2B wholesale GTM.
• ARYZTA: ARYZTA is a major global frozen-baked-goods platform with significant U.S. pizza dough and crust production serving retail and foodservice. Directly comparable in product mix (frozen dough, crusts, sheeted dough), scale, and private-label capabilities.
• Dawn Food Products: Dawn Foods supplies bakery ingredients and frozen dough — including pizza dough — to independent bakeries, restaurants, and foodservice distributors. Directly comparable as a B2B bakery supplier with both retail/dough-ball and pre-proofed formats.
• CSM Ingredients / CSM Bakery Solutions: CSM is a major private-label and branded bakery-ingredient manufacturer with deep U.S. frozen dough capabilities. Directly comparable in private-label/OEM baked-goods supply and B2B foodservice reach.
• Palermo's Pizza: Palermo's is a Milwaukee-based frozen pizza manufacturer producing branded and private-label pizzas with in-house dough operations. Comparable as a frozen pizza/crust manufacturer with private-label programs serving foodservice and retail.
• Mission Foods (Gruma): Mission Foods is a leading U.S. supplier of flatbreads, tortillas, and dough-based foodservice products through a B2B wholesale model similar to Value Added Products. Comparable in B2B foodservice flatbread/dough distribution and private-label reach.
• Bellisio Foods: Bellisio Foods (a Premium Brands Holdings company) manufactures frozen prepared foods including pizza and pasta, with foodservice and private-label programs. Comparable as a frozen prepared-food manufacturer with private-label/OEM exposure.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Value Added Products