Today we’d like to introduce you to Pam Lenning.
Hi Pam, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
In 2019, we started a women-owned and operated family business based on my dad’s family recipe that comes from Tennessee. Accordingly, we named our product “Sherman’s Tennessee Hot Crackers.” We got started out of our home kitchen using the cottage law. The whole family got involved and we joined local farmer’s markets & events. It began as a small project to keep dad occupied during retirement, but what happened next was beyond anything we could have imagined—it blew up! Together with my dad, we’re proud to have turned his recipe into something truly special.
Our tagline says it all: ‘A lot of flavor, a little heat. The best cracker you’ll ever eat.’ What makes us stand out is our unique flavors and signature spice blend—there’s truly nothing like it on the market.
The heat in our crackers is perfect—just enough to sneak up on you about 30 seconds after the first bite. (But it never overpowers the flavor; instead, it complements it). We call it the ‘tingle heat’—it won’t burn your taste buds, but it’ll definitely keep you coming back for more.
And here’s the best part: every cracker is made, packaged, and shipped in-house by hand, without any machinery. We have a small, dedicated team of 5-7 women in production, ensuring the highest quality in every batch. Our crackers are versatile—they’re great on their own or paired with dips, soups, charcuterie, chili and more. It’s this distinct flavor experience, along with the personal touch in every bag, that truly sets us apart from any other cracker. With seven flavors like our original family recipe and our newest additions, Italian Herb and Pizza, there’s something for everyone.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
By early 2020, our business was growing steadily through only farmers’ markets and local events. But when COVID hit, everything shut down overnight. With only six months of business under our belt, we weren’t prepared. Since events were the only outlet where we sold our product, we were forced to rethink our entire approach if we wanted our company to survive.
We acted quickly. We built an online store in-house and started offering free contactless deliveries with a 5-bag minimum. This helped our business thrive while we started to build relationships with local retailers. Today, our crackers are available in hundreds of stores across nearly every state, including over 80 Meijer locations. We also expanded our reach to online platforms like TikTok, which became our best-performing online channel, as well as Amazon and Walmart.com. Beyond that, we’re in mom-and-pop shops, gas stations, and liquor stores.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
Prior to starting Sherman’s Tennessee Hot Crackers, I owned a PR & Marketing agency. I have a background in graphic design and having these skills has helped tremendously with developing the brand and marketing strategy for Sherman’s Tennessee Hot Crackers.
Are there any important lessons you’ve learned that you can share with us?
One of the most important lessons I’ve learned is that growth only matters if your foundation can support it. Early on, it’s easy to focus only on getting more sales, more stores, or more exposure, but I’ve learned that building strong systems, protecting your brand quality, and creating real relationships are what make a business sustainable long-term.
With Sherman’s Tennessee Hot Crackers, there were moments where we had to adapt quickly, take risks, and figure things out as we went. Those experiences taught me that consistency, resilience, and being willing to learn are just as important as having a great product. I’ve also learned that saying “yes” to growth opportunities means being prepared to rise to the occasion, even when it feels uncomfortable.
Most importantly, I’ve learned that authenticity matters. Customers connect with real stories, real passion, and brands that stay true to who they are. That has been one of the biggest drivers behind our growth and the direction we continue to take the company.
Pricing:
- 6-7.99
Contact Info:
- Website: https://www.shermanstennesseehotcrackers.com/
- Instagram: @tennesseehotcrackers
- Facebook: @ShermansTennesseeHotCrackers
