Mitchell Winter is the man behind Snack Crack. A father with no favourites, he cannot help but crave each flavour of his pork crackling at different times for different reasons.
“Enchanted is phenomenal, but original is always the patrician choice. Then Carolina Reaper Spiced for a one-off snack just feels so memorable, never failing to get the mouth-watering and the fella’s sharing,” he said.
Winter’s start in FMCG was through sales. After studying business at university, he worked with two fantastic food brands that allowed him to become familiar with the industry and its people. A few years later, he couldn’t resist putting that knowledge to work, but this time for himself.
The salesman-turned-chef began cooking at the start of 2020. He honed his craft and nailed down his pork crackling recipe with the help of outside opinions, then officially started operating as Snack Crack in February this year. While he has had help from friends and family, the employee roster remains a name of one, but this will hopefully increase with the 2023 growth plans.
Winter believes there are so many snacks that are not done right and, thus, never make it to the FMCG market. Snack Crack is on a campaign to change that on a national level because NZ knows good food when it sees it.
“We are the finest, we are the nicest, and we are the very best. I believe that in business, you can prosper off one of three things: Being the best, the cheapest, or the newest x-factor of innovation. In confidence, I can tell you we are the best.”
Mitchell Winter with Snack Crack at the St Johns Butchery
Like most businesses, Snack Crack is currently navigating inflation and rising supply chain costs. Winter said that economically, there is no way around these challenges, which forces growth to come in baby steps. However, a positive is to look at future growth as being genuine and tangible because it will be done through tough times rather than affluent, easier ones.
In saying that, Winter has big goals for Snack Crack in 2023. He hopes to produce snacks that have never been seen on NZ shores and land in Farro Fresh and New World stores nationwide.
“Follow us on Instagram @snack_cracknz to watch our rise into the supermarket sphere, where we will present something new and addictive in the glorious new year.”
Be sure to keep an eye on Snack Crack.
