News | Great Lakes Potato Chipshttps://greatlakespotatochips.com/news/2024-03-28T00:06:23+00:00Latest NewsChippin’ Away With Great Lakes Potato Chip Co.2018-05-02T14:43:31+00:002024-03-27T18:47:51+00:00Jena VanWagnerhttps://greatlakespotatochips.com/news/author/jena_van@yahoo.com/https://greatlakespotatochips.com/news/chippin-away-with-great-lakes-potato-chip-co/<h1 class="entry-title fusion-post-title">Chippin’ Away With Great Lakes Potato Chip Co.</h1>
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<p>“Eddie, what happened to my blankets?” said Ed Girrbach’s mother when she noticed they were missing. Ed jokes that after he explained he’d been selling them as ponchos to his schoolmates, “mom’s reaction helped me understand at an early age about the ‘cost of goods sold.’”</p>
<p>Ponchos were Ed’s first foray into business, but the now co-founder of Great Lakes Potato Chip Company (GLPCC)—a member of Cherryland Electric Cooperative—would carry that entrepreneurial spirit his entire life, eventually leading him—along with his son and business partner, Chris Girrbach—to open Pangea’s Pizza Pub in Traverse City. Even more, it was that same spirit that inspired a growing interest in manufacturing.</p>
<p>Ultimately, deciding where they would strike out next came down to a simple question: “Dad, what do you like?” asked Chris.</p>
<p>Ed thought for a moment and replied, “Well, aside from pizza, I like potato chips.” And the idea for GLPCC was born.</p>
<p>The Girrbachs threw themselves into researching potato chips; and on May 5, 2010, they founded GLPCC with two part-time employees and one old fryer to begin manufacturing their favorite—skin-on kettle chips.</p>
<p>In the eight years since, the chip company has experienced tremendous growth and won numerous accolades, including being named “Number One Kettle Chip” by The Chicago Tribune, and “Most Investable Second-stage Food Company” at Crain’s Food Summit. They also received a “Gold” rating for kettle and tortilla chips at the Saratoga Springs Chip Festival—the birthplace of the potato chip.</p>
<p>Today, the chip company produces seven flavors of kettle chip, a tortilla chip, has 16 distributors, retails in seven states, employs 30 people, and is growing at a rate of 30 percent per year.</p>
<p>All this growth means more potatoes, and Michigan has no shortage—it’s the leading producer of chipping potatoes in the nation. The Girrbachs developed a special relationship with Sackett Farms in Mecosta—a HomeWorks Tri-County Cooperative member—to supply their potatoes. Sackett Farms is a sixth-generation, family-owned farm specializing in A-grade chipping potatoes, whose crop is in high demand.</p>
<p>“Chris’ first trip to Sackett Farms was humorous,” said Ed. “He drove 110 miles to the farm in his pickup truck with a crate in the back and had to get in line with semi-trucks to load up the potatoes. He was the only pickup in the line, and we’re thankful they let us jump in and hold up their process.”</p>
<p>Chipping away at the potato chip industry, the Girrbachs eventually sent more than a pickup truck to Sackett Farms. Now, a semi-truck delivers 120,000 pounds of potatoes a week—and they are looking for more. The chip company has invested nearly half a million dollars in automation to double its capacity to keep up with demand. With each upgrade, Ed and Chris look closely at the most energy efficient equipment as part of their commitment to sustainability, and they value their partnership with their electric cooperative.</p>
<p>Coincidentally, GLPCC and Sackett Farms belong to electric cooperatives that are members of Wolverine Power Cooperative. The Wolverine cooperatives lead Michigan in new renewable energy. In 2018, the co-ops reduced their carbon footprint by 25 percent—now providing members with 56 percent carbon-free energy. “Cherryland operates as a true partner, their whole mindset is how do they help us, and how do we work together to find more ways to be energy efficient,” said Ed. “We love doing business with them.”</p>
<p>As Great Lakes Potato Chip Company continues to grow, Ed takes great pride in his Michigan-made products, their highest-quality ingredients, and their unique process to get a crispier, crunchier, tastier chip. “We get asked a lot why we leave the skin on,” said Ed. “It’s simple. It just tastes better.”</p>
</div>Making It in Northern Michigan: Great Lakes Potato Chip Co. stacks its sales growth2017-11-01T14:22:07+00:002024-03-27T18:47:58+00:00Jena VanWagnerhttps://greatlakespotatochips.com/news/author/jena_van@yahoo.com/https://greatlakespotatochips.com/news/making-it-in-northern-michigan-great-lakes-potato-chip-co-stacks-its-sales-growth/<div class="post_info"><span class="post_category"> <span>In</span> <span><a href="https://www.tcbusinessnews.com/category/issue-2017-november/" rel="category tag">Issue 2017 November</a>, <a href="https://www.tcbusinessnews.com/category/making-it-in-nm/" rel="category tag">Making it in NM</a></span> </span> <span class="post_author"> <span>By</span> <a class="post_author_link" href="https://www.tcbusinessnews.com/author/clark-miller/"> <span>Clark Miller</span> </a> </span></div>
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<h2><span>Making It in Northern Michigan: Great Lakes Potato Chip Co. stacks its sales growth</span></h2>
<p><strong><a href="https://www.tcbusinessnews.com/wp-content/uploads/2017/10/GL-Potato.jpg"><img alt="" class="size-medium wp-image-12556 alignleft" height="241" sizes="(max-width: 300px) 100vw, 300px" src="https://www.tcbusinessnews.com/wp-content/uploads/2017/10/GL-Potato-300x241.jpg" srcset="https://www.tcbusinessnews.com/wp-content/uploads/2017/10/GL-Potato-300x241.jpg 300w, https://www.tcbusinessnews.com/wp-content/uploads/2017/10/GL-Potato-284x228.jpg 284w, https://www.tcbusinessnews.com/wp-content/uploads/2017/10/GL-Potato.jpg 429w" width="300"/></a></strong>Six years ago, restaurateur Ed Girrbach was thinking about starting a new business.</p>
<p>It helps to know that the former co-owner of Pangea’s Pizza in Traverse City enjoys potato chips, but when he crunched the numbers for potato chips, he really liked what he saw.</p>
<p>Potato chips are a $7.2 billion dollar-a-year business in the U.S. The largest 10 companies control roughly $5.8 billion of the market. Still, that leaves left some $1.4 billion for some 150 smaller producers across the country. Girrbach figured that if a Grand Traverse-based company could corner just one percent of that, he could build a $14 million business.</p>
<p>Two other things encouraged him. Michigan had only one regional chip company and, from his experience in the food industry, he knew that the “buy local” movement was gaining power.</p>
<p>It all seemed to add up, so he established Great Lakes Potato Chip Co. (GLPC), which he now runs with his son Chris.</p>
<p>In getting started, he thought a lot about what might set GLPC’s product apart from the national and regional competition. He decided to leave the peels on his chips and fry them, kettle-style.</p>
<p>“A lot of people like the taste of the potato skin,” he said. “And there are more nutrients.”</p>
<p>The first year, with only one kettle and two part-time employees, the company used 600 tons of potatoes to create $60,000 in revenue. Almost all the potatoes are from the Sackett Potatoes in Mecosta, Mich.</p>
<p>“They have a quality chipping potato,” Girrbach said. “And leaving the skins on gives them a better flavor.”</p>
<p><strong>Growing Each Year</strong></p>
<p>The Girrbachs’ venture took off, doubling revenues the next four years. In 2016, they sold the pizzeria in order to focus on potato chips.</p>
<p>The company now employs 30, runs six double shifts, has 17 distributors and sells its expanded product line in seven states. The question is no longer will this company work: Revenues this year are projected to be $4 million. The trick now is expanding sales and production to keep up with demand.</p>
<p><strong>Lessons for Other Companies</strong></p>
<p>It’s not by chance that Girrbach’s dream has become reality. There are some lessons here for other would-be manufacturers. Besides having a passion for the product and a background in the food industry, he:</p>
<ul>
<li>Looked at the big picture (sales, the big national players’ market share, statewide competition)</li>
<li>Understood the niche to be filled within Michigan and possibly beyond</li>
<li>Differentiated his product from many other competitors (kettle method, leaving on the skins on the potatoes)</li>
<li>identified a reliable source of raw product</li>
<li>Marketed aggressively</li>
<li>Reinvested (he’s currently putting $1.5 million back into equipment)</li>
<li>Embraced quality (food safety, in particular)</li>
<li>Developed a strong distribution network</li>
<li>Has stayed open to new sales possibilities like export markets and private labeling arrangements with large American universities</li>
</ul>
<p> </p>
<p><b>Award-winning Chip</b></p>
<p>As it expands, GLPC is stacking up awards. In 2015, the Chicago Tribune newspaper named GLPC the “Number One Kettle Chip in the Country.” Last year, Crain’s Detroit Business weekly awarded the company its “First Place Growth Award” at the <span class="st">Detroit Food Policy Council’s </span>Annual Food Summit in Detroit.</p>
</div>Another Making It In Michigan Success Story: Great Lakes Potato Chip Company2017-06-01T14:31:58+00:002024-03-28T00:06:23+00:00Jena VanWagnerhttps://greatlakespotatochips.com/news/author/jena_van@yahoo.com/https://greatlakespotatochips.com/news/another-making-it-in-michigan-success-story-great-lakes-potato-chip-company/<h4>Another Making It In Michigan Success Story: Great Lakes Potato Chip Company</h4>
<p>After leaving a 28-year career in the financial industry, Ed Girrbach opened a pizza restaurant in downtown Traverse City with his wife and son. Part of their expansion plans for the restaurant was to open up multiple locations and create some retail items. They began selling their pizza sauce to local markets early on, and, in 2010, began to look at producing frozen pizza for the retail market. After much due diligence and advice from the MSU Product Center, they decided against the frozen pizzas but continued to look for other food items. While brainstorming one day Ed’s son, Chris, asked him what he liked besides pizza to which he responded - potato chips. <br/>In the beginning stages of the business Ed and Chris were driving 110 miles to load up a fresh harvest of Michigan potatoes that they would process in their small plant just outside of Traverse City.</p>
<p>Like most small businesses, sales began with support from the local retailers but grew quickly throughout the state as Ed and Chris worked the trade show circuit exposing their unique skin-on style chips to large and small buyers around the Great Lakes region. <br/>During the business’ second year a 16-foot box truck replaced the original pickup truck and a second refurbished kettle fryer was added to help meet a rapidly growing demand. At this point in time, the company was producing three flavors of kettle chips: Original Sea Salt, Barbeque and Sea Salt and Vinegar.</p>
<p>The following year a new Salt, Pepper & Onion flavor was added, a larger delivery truck joined the fleet, and they introduced a new tortilla chip. <br/>As demand continued to grow, Great Lakes Potato Chip Company saw a major expansion of the production facilities. In the company’s fourth year, a third fryer was added, and a second high-speed bagging line was put into operation. Production capacity tripled and employee count was then at 13. <br/>Today, the company has over 30 full time employees processing over 80,000 pounds of potatoes per week. The product line now includes seven permanent flavors of kettle cooked potato chips, two flavors of tortilla chips, two flavors of salsas and a few seasonal potato chip flavors. <br/>Seventeen distributors supply a growing list of customers in six states surrounding the Great Lakes as well as Texas, Tennessee and Canada. Future distribution is planned for the Southeast and Florida.</p>
<p>Great Lakes Potato Chips was named one of the top 50 Michigan companies to watch in 2014 and was voted the #1 Kettle Chip in the Country by the Chicago Tribune newspaper in 2015 and was the recipient of two Gold Ribbon awards for best Kettle Chip and best Tortilla Chip at the 2016 Saratoga Springs, NY National Chip Festival. Great Lakes Potato Chips was also recently awarded the Growth Award at the Crain’s Food Summit in Detroit.</p>
<p>“The Product Center has been a great partner for us. Their efforts in keeping us in the loop in all food-related opportunities in Michigan has been instrumental in securing thousands of dollars in sales,” states owner Ed Girrbach. “We have benefited over the years from the MSU Product Center’s efforts with Kroger and Meijer and have found the Making it in Michigan show an excellent opportunity to connect with buyers and distributors. Making it in Michigan is an absolute must for any Michigan food manufacturer.”</p>