Madeline Haydon is one of thousands of entrepreneurs across the country betting that more healthful, planet-friendly foods and beverages will make them good money. Many are cashing in with tech-like returns, thanks to an ecosystem of investors eager to buy in, consumers ready to try new, “clean” food and food giants hungry for acquisitions.
Close your eyes and think of crackers. What do you see? Puffy Oyster Crackers? Square Saltines? Round Ritz? Triscuits? Wheat Thins? Goldfish? Paul Pigott would prefer that you see flat, crispy Croccantini — thinner than RyKrisp, sturdier than matzo, hefty enough to swipe through a tub of cream cheese and flavorful enough to complement the Cambozola that’s on special in the cheese cooler at the end of his outstretched arm.