
Potter's Crackers
Our mission is to sustainably produce the highest quality organic crackers and cracker products for the great people of Wisconsin and beyond.
Our Story
Potter’s Crackers (and crisps!) are made by Potters Organics, LLC. Our Madison, WI-based company started as a spirited mother-son venture in 2006. Nancy Potter had previously owned the New Glarus Bakery (New Glarus, WI) for 25 years, and her son, Peter Potter Weber, was a University of Wisconsin food science graduate. The two were excited to see the Wisconsin specialty cheese industry exploding with exceptional cheeses but it seemed there were no deserving crackers available to accompany them. With a shared respect for good, quality food and the expertise to make their visions a reality, they resolved to make crackers that easily paired with and showcased the abundant flavors unique to Wisconsin.
After multiple phases of expansion that brought new and exciting Potter’s Crackers products to homes, restaurants, and markets throughout the country, a well-deserved retirement was on the horizon for Nancy. The mother and son team knew it was time to pass the Potter’s torch. Long-time Potter’s employee David Payne was a natural fit and eager to take responsibility for the company that had become a home away from home to him. A key member of the Potter’s Crackers team since 2010, David moved from baker to shipping and packaging manager to general manager. He knew the business from top to bottom, had a clear vision for its future, and shared the company’s locally minded, sustainably focused values. In 2019, David took over ownership of Potter’s Crackers and is joined at the helm by business partner and life-long friend, Michael Tiede.
As the Potter’s Crackers team moves forward, we strive to stay true to our roots – a foundation built on the strength of one-on-one conversations and local sustainable agricultural partnerships contributing to Wisconsin’s long history of conservation and land stewardship. Today we continue to produce nutritious, small-batch, organic crackers and crisps that are well known for their discernable quality.
We’re honored to be a small part of our customers’ lives, and we do not take it for granted. Not only do we want to give you a superior, flavorful product that you can rely on and trust, but we also want you to know that you’re supporting a small business that you can rely on and trust!