Fair & Square
Fair & Square is a Los Angeles-based snack company founded in 2022 that sells gluten-free, plant-based crackers built on organic green banana flour with Top 14 allergen-free and school-safe certifications, serving health-conscious consumers, families, and B2B retailers via D2C, Amazon, and natural grocery channels.
- Company typePrivate
- Founded2022
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fair & Square does
Fair & Square is a privately held, Los Angeles-based food and beverage company founded in 2022 that produces gluten-free, plant-based crackers built around organic green banana flour as the primary ingredient. The company sells four core cracker flavors — Cheddar Cheeze, Sea Salt, Cinnamon Sugar, and Honey — in 1 oz bags and 4 oz boxes, plus 1 oz and 4 oz variety packs. The underlying technology centers on green banana flour milled from unripe bananas, delivering 40% prebiotic fiber by weight, combined with organic expeller-pressed high oleic sunflower oil. Products carry a stack of certifications including gluten-free (BCR), organic, non-GMO, kosher, dairy-free, nut-free, and Top 14 allergen-free, positioning the line for school-safe and shared-environment use cases.
Fair & Square operates a hybrid distribution model. Direct-to-consumer e-commerce runs through its Shopify storefront (free shipping over $40, supports US and Canadian customers) and an Amazon storefront. Physical retail distribution reaches select Whole Foods stores, Sprouts nationwide, and Erewhon in Southern California, supplemented by curated online channels Thrive Market and Hivebrands. B2B/wholesale is layered in through Faire and Airgoods platforms targeting retailers, offices, and cafes. Pricing is per-unit (1 oz 6-pack from $14.99, 4 oz boxes from $12.99, plus variety packs from $12.99-$15.99).
The company is founder-led by Alex Duong, with a staff of 1-10. No institutional funding rounds are disclosed in the source data; the operating status is active with the website actively selling and multiple 4 oz SKUs showing sold-out status. Marketing is concentrated on organic social (Instagram, TikTok, Facebook, LinkedIn), email, gut-health educational content, and earned media (Today Show placement). The customer base is segmented horizontally across health-conscious consumers with dietary restrictions, families seeking allergen-safe shared snacks, and a secondary B2B segment of offices, cafes, and retailers stocking inclusive snack options.
Fair & Square firmographics
Firmographics- Name
- Fair & Square
- Website
- https://itsfairandsquare.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Fair & Square is a Los Angeles-based snack company founded in 2022 that sells gluten-free, plant-based crackers built on organic green banana flour with Top 14 allergen-free and school-safe certifications, serving health-conscious consumers, families, and B2B retailers via D2C, Amazon, and natural grocery channels.
- Ownership category
- akta.pro rank
Fair & Square industry classification
Industry- Product category
- Healthy / Gut-Friendly Crackers
- NAICS
- Cookie and Cracker Manufacturing (311821)
- SIC
- Cookies & Crackers (2052)
- akta.pro primary industry
- Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH)
- akta.pro secondary industry
- Crackers & Savory Biscuits Manufacturing (AFAKAIAJ)
Keywords
Where Fair & Square is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Markets served
Fair & Square business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: Online sales through their Shopify e-commerce website offering direct-to-consumer shipping with free shipping on orders over $40. Products sold in individual bags (1 oz) and boxes (4 oz) as well as variety packs.
- Retail Distribution: Sales through natural food retail chains including Whole Foods, Sprouts (nationwide), Erewhon Market, and Thrive Market. Products available in select physical store locations.
- Wholesale B2B Sales: Wholesale pricing offered to businesses, retailers, offices, and restaurants through Faire and Airgoods platforms. Flexible ordering options with contact-based minimum order requirements.
- Amazon Marketplace: Products available through Amazon store listings for Cheeze, Sea Salt, Cinnamon, and Honey flavors, enabling broader e-commerce reach.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Cheeze 1 oz Bag - 6 Pack ($34.99) or 18 Pack |
| Unit Pricing | Pay-as-you-go | Cheeze 4 oz Box - 2 Pack or 8 Pack |
| Unit Pricing | Pay-as-you-go | Sea Salt 1 oz Bag - 6 Pack ($14.99) or 18 Pack |
| Unit Pricing | Pay-as-you-go | Sea Salt 4 oz Box - multiple quantity options ($44.99) |
| Unit Pricing | Pay-as-you-go | Cinnamon Sugar 1 oz Bag - available on Amazon |
| Unit Pricing | Pay-as-you-go | Cinnamon Sugar 4 oz Box |
| Unit Pricing | Pay-as-you-go | Honey 1 oz Bag - available on Amazon |
| Unit Pricing | Pay-as-you-go | Honey 4 oz Box |
| Unit Pricing | Pay-as-you-go | 4oz Variety Pack - $12.99 (2 pack options) |
| Unit Pricing | Pay-as-you-go | 1oz Variety Pack - $15.99 (8 bags) |
Go-to-market motion3 records
Distribution channels9 records
Marketing channels8 records
Fair & Square product offering
Product offeringCore offering
Fair & Square manufactures and sells gut-friendly, gluten-free, plant-based crackers made with organic green banana flour (40% prebiotic fiber) and organic expeller pressed high oleic sunflower oil. The product line includes four flavors (Cheddar Cheeze, Sea Salt, Cinnamon Sugar, Honey) in 1 oz bags and 4 oz boxes, plus variety packs, marketed as a top 14 allergen-free, school-safe alternative to traditional crackers.
Product overview
Fair & Square is a gut-friendly snack company that produces crackers made primarily from organic green banana flour. The product portfolio consists of four core cracker flavors (Cheddar Cheeze, Sea Salt, Honey, and Cinnamon Sugar), each available in 1 oz bags and 4 oz boxes. The company also offers two variety pack options: a 1oz Snack Pack (8 bags, 2 of each flavor, $15.99) and a 4oz Box Variety Pack with configurable flavor combinations ($12.99). All products are certified gluten free, dairy free, nut free, non-GMO, certified organic, and kosher, designed to support gut health with prebiotic fiber while being top 9 allergen friendly.
Differentiator
Problem solved
Functional benefit
Products and services
- Cheddar Cheeze Crackers
Quantifiable outcome
- Green banana flour is 40% prebiotic fiber by weight
Companies that use Fair & Square
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Fair & Square technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Fair & Square partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Whole Foods MarketcoreFair & Square crackers are sold in select Whole Foods stores nationwide. The partnership provides access to Whole Foods' health-conscious customer base and positions the brand alongside other premium natural and organic products.
- Sprouts Farmers MarketcoreProducts sold nationwide in Sprouts stores, providing broad distribution across the health-focused grocery chain's retail locations.
- Erewhon MarketminorSea Salt crackers available at Erewhon Market, the premium natural foods market chain based in Southern California.
- Thrive MarketminorFair & Square brand products available on Thrive Market's online membership-based grocery marketplace.
- HivebrandsminorProducts available through Hivebrands online platform specializing in curated healthy consumer products.
- FairecoreWholesale platform enabling retailers to access wholesale pricing and place orders for Fair & Square products. Part of company's B2B distribution strategy.
- AirgoodscoreWholesale marketplace for Ancient Provisions Inc (brand operator) to sell Fair & Square products to retailers through Airgoods platform.
Recent moves6 records
Expansion highlights5 records
Fair & Square competitors and assessment
Company assessmentDirect peers
- From the Ground Up: Vegetable-based (cauliflower, broccoli, butternut squash) crackers, pretzels, and cookies targeted at allergen-friendly, gluten-free shoppers. Direct category overlap with Fair & Square's crackers, with similar retail distribution and demographic.
- Hu Kitchen: Paleo and allergen-friendly snack brand covering crackers, bars, and chocolate. Comparable clean-ingredient, dietary-restriction-led positioning and presence in premium natural channels including Whole Foods and Thrive Market.
- Lesser Evil: Organic, grain-free, and allergen-conscious snack brand making popcorn, puffs, and cracker-style snacks. Overlaps in target consumer (clean-label, allergen-aware families) and shares retail distribution through natural-food and online channels.
- Simple Mills: Direct competitor in the better-for-you, allergen-friendly cracker and cookie space. Simple Mills uses almond flour, cassava, and sunflower-based ingredients to make crackers, cookies, and baking mixes positioned on clean ingredients — overlapping head-on with Fair & Square's cracker portfolio and natural-channel retail footprint.
- Siete Foods: Grain-free, dairy-free, and paleo-friendly snack brand selling chips, tortillas, and cookies into Sprouts, Whole Foods, and similar natural channels. Comparable target customer (health-conscious, dietary-restricted households) and overlapping shelf set at the same retailers.
- Mary's Gone Crackers: Long-standing gluten-free cracker brand built around seed and brown rice flours, sold into Whole Foods, Sprouts, and natural food distributors. Closely matched product format (crackers) and ingredient-led positioning for allergen-sensitive consumers.
Broad incumbents
- Mondelez International: Global snack conglomerate (Ritz, Triscuit, Wheat Thins) whose category leadership and promotional budgets set pricing benchmarks across the cracker aisle. Not a direct clean-label competitor, but its scale and retailer leverage shape the competitive environment Fair & Square operates within.
- 365 by Whole Foods Market: Whole Foods' private-label natural cracker line including gluten-free and organic cracker options. Sits on the same shelves as Fair & Square and competes on price with comparable ingredient stories, posing a meaningful own-brand threat.
- Simple Truth / Kroger Natural Brand: Large retailer-owned natural and organic brand program (Simple Truth at Kroger) offering gluten-free, allergen-friendly crackers at lower price points. Represents a private-label threat that could squeeze emerging brands on shelf and price.
Emerging players
- Boulder Canyon: Better-for-you cracker and chip brand focused on simple, non-GMO, and gluten-free ingredients. Less specialized than Fair & Square on gut-health but competes for the same healthy-snack shelf set and shopper.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Fair & Square social profiles
Digital presenceFair & Square compliance and trust
Trust signalCompliance8 records
Fair & Square financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fair & Square leadership team
Management profileNumber of profiles
Profiles1 record
Fair & Square funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fair & Square M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fair & Square
What does Fair & Square do?
Fair & Square manufactures and sells gut-friendly, gluten-free, plant-based crackers made with organic green banana flour (40% prebiotic fiber) and organic expeller pressed high oleic sunflower oil. The product line includes four flavors (Cheddar Cheeze, Sea Salt, Cinnamon Sugar, Honey) in 1 oz bags and 4 oz boxes, plus variety packs, marketed as a top 14 allergen-free, school-safe alternative to traditional crackers.
Is Fair & Square a public or private company?
Fair & Square is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fair & Square founded?
Fair & Square was founded in 2022. It employs 1 to 10 people.
Where is Fair & Square based?
Fair & Square is headquartered in Los Angeles, United States, in the North America region.
How does Fair & Square make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution, wholesale B2B Sales and amazon Marketplace.
Who are Fair & Square's main competitors?
Direct peers on record are From the Ground Up, Hu Kitchen, Lesser Evil, Simple Mills, Siete Foods and Mary's Gone Crackers. Broad incumbents are Mondelez International, 365 by Whole Foods Market and Simple Truth / Kroger Natural Brand. Boulder Canyon is listed as an emerging player.
Does Fair & Square have an API?
No public API is recorded for Fair & Square.
What industry is Fair & Square in?
Fair & Square's product category is Healthy / Gut-Friendly Crackers. Its primary akta.pro industry code is AFAKABAH, Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads), with a secondary code of AFAKAIAJ, Crackers & Savory Biscuits Manufacturing. Its NAICS code is 311821 and its SIC code is 2052.