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Crackers maintain far-reaching appeal. But while the category benefits from increased consumer interest in snacking, crackers have experienced intensified competition from other foods within salty snacks and beyond.
Sydney, Australia sits at 34° latitude, and is the city where Craig Lieberman, founder and president, 34 Degrees, Denver, discovered his passion for food and wine while attending graduate school. It's where he had his first taste of Australian crispbread. And it was the inspiration for his foray into the food industry.
The cracker market, like many other snack segments, is in an evolutionary state. If you ask Craig Lieberman, president and founder of Denver-based 34 Degrees, changes in the category span “from the types and styles of crackers to the location and placement of crackers in the store.”