Potter's Crackers
Potter's Crackers is a Wisconsin-based, privately held artisan food company that produces hand-rolled, MOSA-certified organic crackers, crisps, and oyster crackers for cheese and charcuterie pairings. It sells direct-to-consumer online, through wholesale platforms (Mable, Faire), and via regional retail stores.
- Company typePrivate
- Founded2006
- HeadquartersMadison, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Potter's Crackers does
Potter's Crackers, operating as Potter's Organics, LLC, is a privately held, family- and employee-owned artisan food company headquartered at 6126 Cottonwood Dr., Fitchburg, WI, with production in Madison, Wisconsin. Founded in 2006 by Nancy Potter and her son Peter Potter Weber as a mother-son venture to supply organic crackers to accompany Wisconsin's specialty cheese industry, the company produces hand-rolled, small-batch organic crackers, crisps, and oyster crackers. The product portfolio spans three lines (Classic Crackers such as Caramelized Onion, Wisconsin Rye, Six Seed, Classic White, Winter Wheat, Herbes de Provence, and Applewood Smoked; Crisps including Cranberry Hazelnut, Caramelized Onion, Rosemary Thyme, and Apple; and Oyster Crackers including Wisconsin Cheddar, Classic White, and Rosemary Thyme) plus limited seasonal signatures such as the 20th Anniversary Rhubarb Graham launched in 2026. All products are certified organic by MOSA (Midwest Organic Services Association), a USDA-accredited agency.
Core production relies on traditional hand-rolling techniques with locally sourced Wisconsin whole-wheat flour, milk, and butter sourced from named regional partners including Meadowlark Organics, Organic Valley, SassyCow Creamery, and Cedar Grove Cheese. The company has no proprietary software platform, app, or API; technology footprint is limited to a WCAG 2.2 AA-compliant e-commerce website and standard distribution tooling.
The business operates on a one-time retail purchase model across three channels: direct-to-consumer e-commerce via potterscrackers.com, wholesale distribution to specialty stores and restaurants via direct sales outreach and third-party platforms (Mable and Faire), and physical retail through a network of stores (a store-locator tool is published on the site). Featured retail prices are visible on select products (e.g., Caramelized Onion at $7.00 and Rhubarb Graham at $7.50) while wholesale pricing is handled off-platform. Customer segments split between food enthusiasts/entertainers pairing the crackers with cheese and charcuterie (primary) and wholesale accounts in retail and foodservice (secondary). Ownership passed in 2019 from the founders to long-tenured employee David Payne, who joined with co-owners Michael Tiede (CFO) and Ashley Payne (Strategic Development); no external institutional, private equity, or venture capital backing is disclosed.
Potter's Crackers firmographics
Firmographics- Name
- Potter's Crackers
- Legal name
- Potter's Organics, LLC
- Website
- https://potterscrackers.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Potter's Crackers is a Wisconsin-based, privately held artisan food company that produces hand-rolled, MOSA-certified organic crackers, crisps, and oyster crackers for cheese and charcuterie pairings. It sells direct-to-consumer online, through wholesale platforms (Mable, Faire), and via regional retail stores.
- Ownership category
- akta.pro rank
Potter's Crackers industry classification
Industry- Product category
- Artisan Organic Crackers
- NAICS
- Cookie and Cracker Manufacturing (311821)
- SIC
- Cookies & Crackers (2052)
- akta.pro primary industry
- Crackers & Savory Biscuits Manufacturing (AFAKAIAJ)
- akta.pro secondary industry
- Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH)
Keywords
Where Potter's Crackers is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Potter's Crackers business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Others
Revenue model
- Direct e-commerce sales: Products sold directly to consumers through the company's website with online purchasing capability.
- Wholesale distribution: Products sold wholesale to retailers and restaurants through direct sales team contact and wholesale platforms (Mable, Faire).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual retail cracker products |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels3 records
Potter's Crackers product offering
Product offeringCore offering
Potter's Crackers is a Wisconsin-based food manufacturer that produces hand-rolled, small-batch organic crackers, crisps, and oyster crackers. Products are made with locally sourced whole-wheat flour, milk, and butter from Wisconsin farms, and are certified organic by MOSA. The portfolio spans Classic Crackers, Crisps, Oyster Crackers, and limited Seasonal Signature releases, primarily designed to accompany artisan cheese and charcuterie.
Product overview
Potter's Crackers is a Madison, Wisconsin-based company producing hand-rolled organic crackers, crisps, and oyster crackers made with locally sourced whole-wheat flour and local milk and butter. The product portfolio consists of three main lines: Classic Crackers (Caramelized Onion, Wisconsin Rye, Six Seed, Classic White, Winter Wheat, Herbes de Provence, Applewood Smoked), Crisps (Cranberry Hazelnut, Caramelized Onion, Rosemary Thyme, Apple), and Oyster Crackers (Wisconsin Cheddar, Classic White, Rosemary Thyme). The company also offers limited Seasonal Signature releases such as the Rhubarb Graham. All products are certified organic by MOSA and are designed to pair with cheese and charcuterie.
Differentiator
Problem solved
Functional benefit
Products and services
- Caramelized Onion
Companies that use Potter's Crackers
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Potter's Crackers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Potter's Crackers partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Meadowlark OrganicscoreWisconsin-based organic farm partner featured in company's producer partners section. Represents the company's commitment to sourcing from local sustainable farms.
- Cedar Grove CheesecoreArtisan cheese producer partner featured on company website, representing Wisconsin's specialty cheese industry that Potter's crackers are designed to accompany.
- Organic ValleycoreCooperative of organic farmers serving as a key supplier partner, reflecting company's commitment to organic ingredient sourcing.
- SassyCow CreameryminorLocal Wisconsin creamery listed as producer partner, representing the company's local sourcing network.
- Hook's CheeseminorFeatured in product pairings section where their Blue Paradise cheese is paired with Apple Crisps. Represents the cheese pairing ecosystem the company serves.
- Saxon CreameryminorFeatured in 'Potter's Pick' pairing recommendation with Big Ed's Gouda paired with Apple Crisps. Represents artisan cheese partners in Wisconsin.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Potter's Crackers competitors and assessment
Company assessmentMarket position
Strengths4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Potter's Crackers social profiles
Digital presencePotter's Crackers compliance and trust
Trust signalCompliance2 records
Potter's Crackers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Potter's Crackers leadership team
Management profileNumber of profiles
Profiles6 records
Potter's Crackers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Potter's Crackers 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 Potter's Crackers
What does Potter's Crackers do?
Potter's Crackers is a Wisconsin-based food manufacturer that produces hand-rolled, small-batch organic crackers, crisps, and oyster crackers. Products are made with locally sourced whole-wheat flour, milk, and butter from Wisconsin farms, and are certified organic by MOSA. The portfolio spans Classic Crackers, Crisps, Oyster Crackers, and limited Seasonal Signature releases, primarily designed to accompany artisan cheese and charcuterie.
Is Potter's Crackers a public or private company?
Potter's Crackers is a private company. It is classified as management employee owned and is currently operating.
When was Potter's Crackers founded?
Potter's Crackers was founded in 2006. It employs 11 to 50 people.
Where is Potter's Crackers based?
Potter's Crackers is headquartered in Madison, United States, in the North America region.
How does Potter's Crackers make money?
Two revenue lines are on record. Direct e-commerce sales are the primary driver. The others are wholesale distribution.
Does Potter's Crackers have an API?
No public API is recorded for Potter's Crackers.
What industry is Potter's Crackers in?
Potter's Crackers's product category is Artisan Organic Crackers. Its primary akta.pro industry code is AFAKAIAJ, Crackers & Savory Biscuits Manufacturing, with a secondary code of AFAKABAH, Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads). Its NAICS code is 311821 and its SIC code is 2052.