34 Degrees—What Does It Mean?
People always want to know how we got the name 34 Degrees. The answer is Sydney, Australia. Thirty-four degrees is the latitude of Sydney—the city where our company Founder Craig Lieberman discovered his passion for food and wine while attending grad school there. It’s also where he got his first taste of Australian crispbread, the inspiration for our thin and crispy crackers. In 2003, Craig launched 34 Degrees and began importing specialty foods from Australia. But like many long-distance relationships, this arrangement had its share of challenges. Eventually, Craig’s desire to bring his business and his love of food closer to home illuminated the need to take the company in a new direction. In 2008, he discontinued his importing venture to become a manufacturer focused exclusively on making 34° Crisps in Boulder County, Colorado.
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