A Conversation with Barry Levin
Since joining Snak King Corp. in 1979 at the age of 21, Barry Levin has stuck to the same business strategy: to pursue niche markets and set industry trends in the salty snacks category. Today, he is chairman and CEO of the City of Industry, Calif.-based company, which serves some of the biggest retailers and food companies around the world. Snak King manufactures more than 950 SKUs, occupies more than 600,000 square feet, and employs more than 850 people. We asked Levin to discuss what he sees going on in the store brand industry today.
Store Brands: What is the most exciting private brand category right now, and what makes it so exciting?
Barry Levin: Well, I’m sure it won’t surprise you that my answer is snacks! This is an exciting category because snacking has become such an integral part of today’s “on the go” lifestyle. And people now crave all different types of snacks, so there’s a lot of room for creativity. For example: We have a whole array of healthy options, including one that has a full vegetable serving in an ounce of product.
Store Brands: What part of the salty snacks category hasn’t been receiving the attention it deserves?
Levin: I think probably that part where salty snacks can both taste good and provide some real nutrition.
Store Brands: What’s your favorite product manufactured by your company?
Levin: I have a lot of favorites, but I think the most innovative we’ve had so far is the Guacachip — our tortilla chip that has avocado cooked inside it.
Store Brands: What is your fondest memory of your career so far?
Levin: Well, my fondest memory is actually tied to one of the most difficult periods in Snak King’s history: when 12,000 square feet of roof over the heart of our manufacturing and processing room collapsed in 2008 due to poor construction and heavy rains. Fortunately, no one was hurt. But we were essentially out of business and had to spend the next two-and-a-half years — and tens of millions of dollars — rebuilding. It was extraordinary the way everybody here pulled together. And we not only came back, but came back stronger than we were before the collapse. Despite the stress [at the time], I really do recall that time with fondness. We are very fortunate to have such a committed and loyal team.
Store Brands: Who’s your greatest hero? What makes him or her such an inspiration?
Levin: John Wooden. He was a great leader and team builder. I love his Woodenisms [such as] “If you don’t have time to do it right, when will you have time to do it over?”
Store Brands: How would you sum up your work philosophy?
Levin: Love what you do and who you do it with. Work hard; work smart; and be honest and ethical in the way you conduct yourself both inside and outside of the company.
Store Brands: If you hadn’t gone into manufacturing, what career would you have chosen?
Levin: I probably would’ve become a lawyer. But I consider myself exceptionally fortunate that chips came into my life, instead!
“Love what you do and who you do it with. Work hard; work smart; and be honest and ethical in the way you conduct yourself both inside and outside of the company.”