Chips and crackers are a staple of the American and international diets. Whether as the basis for an appetizer, a quick snack or part of a larger meal, chips and crackers are eaten throughout the world. This has of course spawned many brands of crackers and potato chips, giving the industry a robust place in many economies.

But before you call up a potato chip manufacturer in search of a job, there are some things you should learn about the industry. Whether you want to sell wholesale crackers and wholesale potato chips, or you want to work for a private label potato chip manufacturer, it's smart to gain a comprehensive overview of the business from the farmers to the consumers.

1. Tour a few factories as part of your chips and crackers education and training.

2. Attend chips and crackers association trade shows and training sessions.

3. Read chips and crackers industry reports so that you gain knowledge on everything from cracker manufacturers to private label potato chips.

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Educate yourself on chips and crackers factory operations

The business of making chips and crackers for the public is all about mass producing the items. Take the time to go to a few factories and tour the operations. Not only will you see the scale of the operations, but you'll get an appreciation for multiple aspects of the business from when the food arrives from the wholesaler until it is packaged, boxed and shipped to the stores.

I recommend: Check out the website for Cape Cod Potato Chips. They offer an inviting tour of their factory via video right on their website. If you can make the trip to the Cape, seeing it in person is even better as you'll familiarize yourself with the large scale industrial machine required to run a business. Herr's Company also offers a factory tour as well as an interactive slide show on their website.

Go to chips and crackers educational courses held at trade shows

There are a multitude of trade shows throughout the year in which the chips and crackers industry has a presence . By attending these trade shows you'll be able to attend educational panels and seminars about the state of the industry, new technology and where the future lies. Your best bet is to find food expositions in your area where manufacturers are attending.

I recommend: Check out the website for the Snack Food Association. They offer a comprehensive look at the chip and cracker industry through published reports. They also hold a yearly expo with seminars and panels on the state of the industry. Attend food safety training held by the American Institute of Baking. In association with the Snack Food Association, the American Institute of Baking holds training sessions on how to properly operate large scale chip and cracker manufacturing with regards to health.

Read industry reports on chips and crackers

When trying to gain an overview of the chips and crackers business, it's advisable to read industry reports for both the United States and the entire world. This will give you an overview of the sales trends, what people are snacking on and where there's room for growth in the chips and crackers industry. Reports are usually published yearly or bi-yearly.

I recommend: Read industry reports on the snack food industry which includes chips and crackers. IBIS World offers a yearly comprehensive report on everything from marketing to sales trends, consumption and more. The Bharat Book Bureau also offers a comprehensive report on the industry that spans the globe.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  For a successful career dealing in the business of chips and crackers, it's advisable to hold a degree in food science, marketing or business. These degrees will give you an entrance into the business in every aspect from wholesale sales, to testing new products and ultimately marketing things like wholesale tortilla chips to the public.

When buying different brands of crackers or potato chips, do the taste test. Order a variety of samples or smaller portions to test how they work with your recipes or toppings. See which chips and crackers are popular with your customers before narrowing down your manufacturer or wholesale distributor.

Before selecting a chip manufacturer, analyze your business needs with these questions:

1. How many people will you generally be serving wholesale crackers or chips?

2. How many different brands of crackers should you keep in stock? Which brands of wholesale potato chips and crackers are most popular?

3. What is your budget for ordering from a cracker or potato chip manufacturer?

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Narrow down favorite brands of wholesale potato chips or crackers

Do your customers or employees prefer pretzels, Cheetos, Bugles, tortilla chips or other types? Keep track of what brands go the fastest in your business.

I recommend: The Betty Mills Company has a good sampling of wholesale chips and crackers. Many popular brands have a site where you can buy their crackers or chips, such as Cheez-It, Keebler and Mission Foods.

Compare prices of wholesale crackers and chips

Browse sites and catalogs of potato chip and cracker manufacturers. Many sell their products through wholesale distributors. You may have to visit their outlets or call for price comparisons.

I recommend: Nationwide Candy lists popular brands of wholesale chips you can price compare. Sam's Club lists prices of their bulk snacks, such as candy, crackers or chips. Visit Costco for wholesale orders of chips or crackers for your business. El Rancho Chips has specialty wholesale tortilla chips. Wholesale Bulk Foods has private label tortilla chips. Metro Candy sells popular chips in bulk.

Consider healthier options when picking a cracker or potato chip manufacturer

Ask for 100-calorie pack snacks or baked chips or low-fat crackers. There are lots of healthier options on the market that your customers may demand. Some customers may have dietary needs or concerns with your product that you can ask the cracker or potato chips manufacturer about.

I recommend: Kraft Foods has products with a Sensible Snacking label. Frito Lay has a list of ingredient concerns your customers may have, such as low sodium or gluten free. Tostitos lists their nutritional labels you can review before selecting a chip. Healthy Snack Store has natural, organic and other options for chips and crackers.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Ask for frequent order discounts or promotions from any cracker or potato chip manufacturer. Also, ask for free shipping on large orders.
• •  Consider ordering a cracker or chip at certain holidays, such as bell-shaped Christmas crackers or colored chips. Some wholesale cracker and chip companies also sell seasonal boxes or packaging for chips and crackers for company gifts.

Chips and crackers are a huge business throughout the world. Throughout the day, a majority of Americans will have at least one of these items during a meal or snack. With such a huge industry built around these items, there are some key terms associated with chips and crackers that you should learn if you're going to cross paths with these companies in business. Here's a smattering of the terms bandied about in the chip and cracker industry.

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Trans fat

Trans fat is a form of unsaturated fat that contains at least one double bond between carbon atoms. In relation to chips and crackers, trans fat is created when oil is hydrogenated. This process gives chips, crackers and other snacks a longer shelf life. Recently, many companies have tried to greatly reduce or eliminate trans fat from their products.

I recommend: The American Heart Association has extensive information about the risks of trans fat.

MSG

MSG stands for monosodium glutamate. Produced through the process of fermentation, MSG is said to enhance the flavors of food. It is a common ingredient in crackers and chips.

I recommend: Frito Lay has information about many ingredients in their crackers and chips, including MSG.

Enriched flour

Enriched flour is a base component of many crackers that are currently on the market. It refers to flour that has been fortified and enriched with vitamins or other components that were lost while it was prepared.

I recommend: Recipe Tips has information on enriched flour, as well as a glossary on food-related terms. The Journal of Nutrition also has information on enriched flour.

Color additive, food dye

A color additive refers to the food dye that a cracker or chip manufacturer may add to its product to enhance the final color. Originally regulated by the Food and Drug Administration in 1906, there are only seven color additives or food dyes allowed in the United States. These additives may be mixed together to form the desired color.

I recommend: The FDA has extensive information on color additives and food dyes. The International Foodcraft Corporation also explores the subject in detail.

Sunflower oil

Boasting more vitamin E than any other oil used for frying, sunflower oil is produced from the seed of the sunflower. The shell is cracked, the seed extracted and then crushed. This releases the oil, while the rest of the seed pulp is thrown away. Sunflower oil has become quite popular in the chip and cracker industry because of its health benefits.

I recommend: The National Sunflower Association discusses three types of sunflower oil.

Shelf life

Shelf life refers to the time from when the potato chip, cracker or other food item is packaged and sealed until it will spoil. In the potato chip and cracker industry, companies strive for a long shelf life for their products.

I recommend: The Virginia Cooperative Extension has an extensive discussion of shelf life.

Chips and crackers are important to just about every kind of food retail business. Delis and sandwich shops like to position chips and crackers near the point of purchase. Supermarkets know to stock a variety of brands of crackers that will appeal to different market segments.

Buying wholesale potato chips and wholesale crackers in large quantities can get you price cuts and shipping discounts. Chips and crackers pricing and costs are usually determined by the size of an order. The larger an order, the more you will save. Organic chips and crackers are more expensive but appeal to markets that are willing to pay for them.

1. The Internet is now a viable alternative to buying wholesale products.

2. Buying directly from a potato chips manufacturer or tortilla chip manufacturer will give you more control over product quality--your complaints will be heard.

3. Many potato chip manufacturers use big wholesale companies like Costco to distribute their products.

Action Steps
The best contacts and resources to help you get it done

Check out the prices from online distributors for wholesale potato chips

Online distributors can save you money because they do not have distribution costs--except, that is, when it comes to shipping costs--but this still may save you money, especially if you can get a deal on shipping. Your choices will include national potato chip brands and potato chips from regional potato chip manufacturers.

I recommend: Candy Favorites sells Wise Potato Chips in several flavors for about $35 for a case of 72 bags. Boulder Canyon sells chips in several flavors for about $38 per case; each case contains 12 five-ounce potato chip packages. Its prices include shipping costs.

Buy wholesale crackers directly from cracker manufacturers

The Internet allows small manufacturers to distribute products directly to clients, without a 'middleman' distributor. There are more choices than ever for buying high-end crackers.

I recommend: WholeSale Bulk Foods sells whole wheat and regular crackers for about $90 a case of 36 5.5-ounce bags of crackers. Shipping is about $14. Food Lion, an organic saltine cracker manufacturer, sells its product for about $55 for a carton of 12 eight-ounce packages.

Find prices for wholesale tortilla chips

Tortilla chips are no longer a West Coast/Western thing--they've become increasingly popular and are shipped all over the country. You can buy specialized brands in bulk directly from manufacturers or Internet distributors.

I recommend: Dollar Days sells Festida White Tortilla Chips for about $1.50 per package. However, bulk rates are available when you login to the site. Arizona Gift sells Chipotle Tortilla Chips in 14-ounce bags for prices between $39 to $45 for a case of 12. Prices are determined by how many cases of tortilla chips you order. Remember to always ask about shipping costs.