In 1997, Borden (now defunct) sold Cracker Jack to its current owner, PepsiCo, a specialist in salty/sweet confections via its Frito-Lay division. Jaramillo, 65, is the Cracker Jack Collecters Association president and one of five collectors who haven't missed a convention since the inaugural event was held in 1996 in Columbus, Ohio - home base of Borden Foods, which in 1964 purchased the snack brand from the private company created by Cracker Jack founder F.W.
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Said longtime collector and Cracker grammarian Alex Jaramillo: "A lot of people put an 's' on the end - 'Cracker Jacks.' That makes our skin crawl." If you meet one of these people, mind your P's and Q's - and S's. The convention has brought close to two-dozen collectors to town from all over the country. The annual convention of the Cracker Jack Collectors Association has come to Memphis for the first time, so its members can tour the city's rock ’n’ roll shrines in between study sessions, "fun and games," trading events and other activities devoted to the prizes, boxes and memorabilia associated with a snack that has been on shelves since 1896, making it one of the first mass-produced and trademarked forms of what haters call "junk food." But add a sing-song melody and you've got an earworm forever burrowed into the minds of millions of Baby Boomers, who grew up hearing the jingle over and over on television and can easily supply the kicker: The words are simple and matter-of-fact, like a police report describing the contents of a perp's knapsack.
"Candy-coated popcorn, peanuts and a prize." While tens of thousands of rib-basters and rubberneckers pig out on porkish pleasures at the Memphis in May World Championship Barbecue Cooking Contest in Tom Lee Park, some 20 miles to the east, in a quiet hotel, a much smaller band of enthusiasts has gathered to celebrate an edible treat that may be appreciated more for its nostalgia value than for its flavor. Watch Video: Cracker Jack collectors keep eyes on the prize
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