Jovani Prince launched The Cracker King in 2017, after losing his job while he and his wife were expecting twins, he knew he needed to find a stable career to support his family. The only person he could fully count on was himself, so he decided to start a business - something to pass on to his children. The family went to visit Juanita Prince, Jovani’s mother, who gave them delicious hand-made crackers for the long drive home. While snacking on the crackers, Jovani’s wife turned to him and said that he should create a business selling these crackers. Juanita is the inspiration for the creation of the company. She helped develop the first gluten free cracker recipe, which gave rise to more flavor ideas.