If you meant to greet the team behind the successful Mary’s Gone Crackers brand at the recent Natural Products Expo West and were not able to, you are not alone. As I navigated the bustling Hall E of the lower pavilion of Anaheim, California’s convention center, I was not surprised to see a healthy crowd gathered around the continuously rising cracker provider.
“It was a great show and we were thrilled to be so well received,” Chief Executive Officer Michael Finete shared with me.
I was able to catch up with the executive recently as the post-show waves calmed into followup connections.
“It is an exciting time as we are in the middle of transitioning to a new design for our packaging,” Michael explained. “An important attribute of our product is being organic in addition to gluten free, non-GMO, and using the best ingredients possible. To accomplish this, we work closely with a lot of small regenerative farmers, all of which we hope to communicate more clearly with this new packaging.”
In addition to revamping its brand and messaging, the company is switching to a 4 oz pack, which will lower the retail price and pass savings onto an already loyal consumer.
“We know a premium product like ours can be out of reach for some and our hope is that now we will see a lot of new consumers enjoying Mary’s Gone Crackers,” Michael said.
And that is far from all that is in store, with new products that are sure to not only continue that trend of winning new shoppers, but also crossing into new territory for the Mary’s Gone Crackers portfolio.
“We are excited about our new Cheezee line launching in July. Our products often are the vehicle for another product, and while we are happy to be a complement we are excited to offer a high-quality nutritional snack option shoppers can enjoy all on its own,” Michael told me. “We are certainly anxious to get these onto the market—the consumer and retail buyer response has been extremely positive, telling us they are happy with the nutritional value along with the taste!”
Cheddar, Cheese & Herb, and Smoked Gouda flavors will spearhead the Cheezee line’s launch, making way for Mary’s Gone Crackers to expand into even more options and items.
“We want to bring that capability of being indulgent while still nutritional, which is so important to consumers. Both are a priority to us: While we will continue to strive to offer a healthier option, nothing will come out of our facility that doesn’t taste great,” Michael promises.
Closing the loop of the conversation where we began, with the lengths the company goes to for quality, our visit concluded reflecting on the brand’s long history with the root system of the ingredients it utilizes.
“When thinking of Mary’s, whether it’s the consumer, the buyer, or the public, think of our working with the farmers, touching the soil, and our love of seeing the crops grow. It is so important to us to use the best ingredients, and that comes from the best relationships,” Michael observed. “I hope, when enjoying Mary’s Gone Crackers, everyone can think of those things. We are one operation, one team, and we want everyone to trust and feel they are a part of that.”
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