Meet the Founders of SMACKIN'

Behind every great brand is a story, and SMACKIN’ is no exception. Meet Brian Waddick and Cole Schaefer, the dynamic duo who turned their shared love for sunflower seeds into a booming business. Both lifelong snack enthusiasts with an entrepreneurial spirit, Brian and Cole saw an opportunity to elevate the humble sunflower seed into something extraordinary.

Their journey began on the baseball fields where they spent countless hours cracking open sunflower seeds and dreaming up big ideas. This nostalgic connection to the game and its snacks inspired them to create flavors that would bring the same joy to others. But it wasn’t just about the seeds—it was about building a community, creating unforgettable flavors, and always pushing the boundaries of what a snack could be.

In 2019, during their college days, Brian and Cole’s vision for SMACKIN’ took its first steps in the unlikeliest of places—a dorm room. Fueled by passion and an unwavering belief in their idea, they began experimenting with different flavor combinations and perfecting their craft. What started as a late-night project quickly grew into something much bigger, capturing the attention of fellow students and beyond.

The early days weren’t without their challenges. Balancing schoolwork with the demands of a burgeoning business required grit and determination. Yet, the duo remained steadfast in their mission to create a snack that wasn’t just tasty but also meaningful—something that could bring people together and spark a sense of nostalgia.

As word of SMACKIN’ spread, so did the brand’s popularity. By 2023, SMACKIN’ had become the fastest-growing snack brand in the industry, a testament to Brian and Cole’s relentless drive and innovative thinking. They didn’t just stop at creating sunflower seeds; they built a brand that resonated with a wide audience, from hardcore snackers to casual fans.

Their hands-on approach, from flavor development to engaging directly with their growing fan base, ensures that every bag of SMACKIN’ Sunflower Seeds reflects their dedication and love for the craft. Whether it’s introducing a bold new flavor or connecting with the community at local events, Brian and Cole have stayed true to their roots—never losing sight of the passion that sparked it all.

Today, SMACKIN’ is more than just a snack brand—it’s a testament to innovation, quality, and the power of following your dreams. Brian and Cole’s journey is far from over, and with each new flavor, they continue to push the boundaries of what a snack can be. Stay tuned as they keep shaking up the snack world, one seed at a time!