In the world of ultralight backpacking, where freeze-dried meals reign supreme and food is often more functional than flavorful, Flat Cat Gear emerges as a delightful anomaly. Born from a desire to blend gourmet taste with outdoor practicality, Flat Cat Gear, led by founder Jon Fong, brings a tasty twist to the trail.
The inception of Flat Cat Gear began back in 2010 when Jon, an avid hiker and experienced engineer, recognized a common backpacker’s dilemma. At the time, hikers frequently resorted to awkwardly wrapping their bulky stove windscreens around their water bottles or inside their Ridgerest sleeping pads.
This approach was effective but clumsy—and in response, Jon envisioned something better—something more streamlined and convenient, but also elegant and innovative, something designed to best meet his customers' unique needs.
"We wanted to develop an alcohol stove kit that would completely nest inside your pot," Jon shares. "And the only way to get the windscreen small enough to fit inside a pot was to develop the flattest stove possible."
True to his vision, the aptly named "Flat Cat Gear" launched their initial groundbreaking stove—a mere quarter-inch tall, yet powerful enough to boil two cups of water efficiently. This stove kit was an ode to Jon’s foundational design ethos: creating flat, compact gear that optimizes space and functionality.
The Epicurean Cookbook
With Jon’s extensive background in high-tech research and development, innovation runs through Flat Cat Gear’s DNA but it’s this technical expertise combined with his love for cooking that lead him down an unconventional path.
Where many hikers accept freeze-dried meals as the standard, Jon saw potential for delicious trail cuisine. For him, being outdoors didn't mean sacrificing flavor or nutrition—it meant enhancing the experience.
"First of all, we cook all of our own food, we hate freeze-dried meals," Jon laughs. "Cheeseburgers and pizzas are always on our pack list."
That spirit of culinary rebellion sparked the creation of "The Epicurean Backpacker’s Cookbook," a free downloadable collection available on Flat Cat Gear’s website. Filled with recipes that range from gourmet pizzas and hearty cheeseburgers to a fresh-baked, Raspberry Pie—the cookbook empowers hikers to enjoy genuine, hearty meals wherever the trail leads.
“As we pushed the technical limitations of backpacking cooking systems, we discovered that we could make more and more foods that we would regularly make at home,” shares Jon. “The more we cooked on the trail, the more we enjoyed our backpacking trips: cooking became an integral part of our backpacking experiences.”
While the concept of enjoying fresh pizza or burgers miles from civilization might seem ambitious, Flat Cat Gear’s stove systems are ingeniously designed to handle a range of cooking methods. Boiling, simmering, dry and steam baking, and pan frying—Flat Cat Gear encourages backpackers to get creative, elevating trail dining from basic survival to genuine enjoyment.
The Hunger For Innovation
Trailside cooking aside, Jon’s passion shines brightest when discussing product innovation, something he has really leaned into over the last 15 years—most notably, creating Flat Cat Gear’s impressive range of windscreens, like the popular Ocelot Standard and Ocelot Mini models.
These screens stand out due to their exceptional wind resistance, ultra-lightweight construction (typically weighing less than one ounce), and compact design that nests conveniently within most mugs, providing unmatched stove efficiency on the trail.
“This stuff is just in my blood,” explains Jon. “Basically, you futz and observe what is going on with the design (identify cause and effect). Plus, you build a library of past experiences. After developing denatured alcohol stoves, we tackled isopropyl (rubbing alcohol) stoves and this resulted in the Multi-Fuel stove.”
Alcohol stove testing.
“We are one of the very few people that have a stove that will burn isopropyl alcohol without generating soot. We leveraged that knowledge to develop a wax stove that burns blue and does not generate soot as well.”
For many years, Flat Cat Gear was focused on creating the aforementioned stove systems and the windscreens that supported them, but as the popularity of canister topped stoves (like the MSR Pocket Rocket – you can insert any ones you have in store) gained momentum, Jon decided to shift gears.
“In 2020, we decided to tackle windscreens for canister topped stoves,” explains Jon. “At that time, it seemed like there were no great solutions to that problem and given our experiences with windscreens for alcohol stoves, it was a pretty easy transition.”
Today, Flat Cat Gear supports over a dozen canister-topped stove designs.
Manufacturing Inspection at Flat Cat Gear.
The One Man Plan
Operating Flat Cat Gear as a one-person business offers Jon both autonomy and responsibility, but amidst the freedom comes the unique challenges of getting the knowledge and benefits out to the plethora of potential customers.
“I think that from a company standpoint, we feel that we make excellent technical gear,” acknowledges Jon. “The hardest part for us is the marketing side: being able to effectively expose the value of our products to the backpacking community.”
“It was once said the engineers would sell sushi as 'cold dead fish,'” laughs Jon. “Sometimes I feel that they were talking about me.”
Yet, his meticulous attention to detail and commitment to product excellence hasn't gone unnoticed. Recently, Flat Cat Gear gained significant recognition from the backpacking community, notably through reviews by a popular YouTuber, GearSkeptic.
GearSkeptic’s rigorous testing of stove efficiencies, windscreen effectiveness, and heat exchange pots frequently highlights Flat Cat Gear products. These independent validations have not only affirmed Jon’s efforts but have steadily boosted the company’s reputation within the backpacking scene.
"These videos validate our time spent designing, testing, and improving our designs," Jon says proudly. "Slowly, our reputation is building."
The $100 Cheeseburger
Jon particularly cherishes customer stories that underscore Flat Cat Gear’s culinary appeal.
“A customer of mine was backpacking near California’s John Muir Trail and a lone backpacker came across her camp. He said that he had been on the trail for 2 weeks, followed the smell of her cooking, and would give her $50 for her cheese hamburger.”
“Shortly thereafter, his partner joined them and upped the offer to $100. She politely declined. Best story ever!" Jon beamed, noting that this story encapsulates his mission perfectly: bringing genuine joy to outdoor dining, not to mention the appeal of real food in the wilderness.
Flat Cat Gear's design process.
Fuel for the Future
Looking ahead, Flat Cat Gear continues to innovate.
“Near term, we need to do a revision on our basic Ocelot line. There are several enhancements that will incrementally improve fuel efficiency/wind robustness,” explains Jon. “Next in line is probably the Ocelot Expedition: this will be a windscreen for a select stove with superior fuel efficiency in high winds (think MSR WindBurner).”
When asked about advice for aspiring entrepreneurs eager to make their mark in the outdoor gear space, Jon—who also used to be a lecturer at the UCLA School of Engineering where he taught students how to develop a project proposal—emphasizes competitive analysis and targeted innovation.
"An old marketing adage is to 'go where they are not,'" Jon advises. He stresses identifying unmet customer needs and aligning product development accordingly. It's this thoughtful, strategic approach that continues to guide Flat Cat Gear’s evolution.
Flat Cat Gear isn't just selling cooking systems; it's inviting backpackers to rediscover joy on the trail through flavor and creativity. It’s a delightful reminder that the wilderness experience isn’t merely about surviving—it's about thriving, one delicious meal at a time.
Ali Becker is a freelance writer and adventure storyteller who relishes time spent in the great outdoors. When she isn't hiking, biking or trail running in the mountains, you can find her working as a wellness guide, empowering women to thrive through every cycle of their lives. You can keep up with her latest adventures at @thisisalibecker on Instagram.
1 comment
William
Jon’s work at Flat Cat Gear has been leading the charge on lighter weight, more efficient backcountry cooking. So happy to see his creations on GGG!