The Cracker executive is the manager of the Southern Cracker factory. Because the factory is a family-focused business, he fired Kirk Van Houten when he and Luann got divorced. Judging from his attitude towards Kirk, he doesn't seem to like him (which may be due to Kirk's lack of business sense and impotent managerial skills costing his company greatly by having it decrease from the number one cracker business in town to a tie in sixth place with Table Time and Allied Biscuit, due to what Luann Van Houten stated immediately before their divorce).

Based on both his interaction with Kirk as well as Luann's story about Kirk's running the company to the ground, the executive may have been Luann's father.