News | Great Lakes Potato Chipshttps://greatlakespotatochips.com/news/2024-03-29T03:39:29+00:00Latest NewsGreat Lakes Potato Chip Company cranks out value-added spuds2019-04-10T17:23:30+00:002024-03-28T19:35:15+00:00Jena VanWagnerhttps://greatlakespotatochips.com/news/author/jena_van@yahoo.com/https://greatlakespotatochips.com/news/great-lakes-potato-chip-company-cranks-out-value-added-spuds-1/<p>BY DAVID L. BARBER</p>
<p>4/10/2019</p>
<p><em>Editor's note: This article was published in Grand Traverse Business magazine's Winter 2019 issue. For more stories from the magazine, click <a href="https://grandtraversebusiness-cnhi.newsmemory.com/">here</a> to read GT Business in its entirety online.</em></p>
<p>TRAVERSE CITY — Washed, dropped, sliced, paddled, boiled and bagged, the process of turning fist-sized potatoes into nickle-thick chips is swift and, in the end, savory, at the Great Lakes Potato Chip Company.</p>
<p>Located on M-72 about three miles west of Traverse City, the business has been producing kettle-cooked chips for nine years. What began as a father-son operation that was supported by family and friends has become an award-winning business that is enjoying a favorable, and flavored, growing spurt.</p>
<p>Great Lakes Potato Chip is the only northwest Lower Michigan business included in the 2018 Inc. 5000, an annual ranking by Inc. Magazine of the fastest-growing private companies in America.</p>
<p>“We continue to grow at a rate of about 30 percent a year,” said business co-owner, Ed Girrbach, who founded the business with his son and partner, Chris. “We think for the next two or three years we could continue at that rate. Our goal is to become one of the top five preeminent facilities in the country.”</p>
<p>And if the slightly altered axiom rings true — “the proof is in the potato” — Girrbach and his son, Chris, just might be on their way to achieving that goal.</p>
<p>At the 2016 The Potato Chip Festival held in Saratoga, New York — the consensus birthplace of the potato chip — the Girrbachs carried home the Gold Medal for the Best Kettle Chip. Their tortilla chip also was honored. Dozens of potato chip manufacturers from across the nation took part in that inaugural competition.</p>
<p>Swift production? From start to finish — being washed and sliced, to dropped and sealed into colorful packaging — takes about 20 minutes; in the middle of which the “chipped” potatoes are paddle-stirred and boiled for about eight minutes before being seasoned by hand, said the 69-year-old business entrepreneur.</p>
<p>Girrbach said his 14,000-square-foot business produced about 25 million ounces of kettle chips in the past year, which translates to about 1.56 million pounds.</p>
<p>“We always thought this company could get to that level,” said Girrbach. “We did our homework and we bought in to the right product, at the right time.”</p>
<p>Delivered to seven states and Canada, the company’s benchmark chip is its Original Kettle Cooked Potato Chip. Other flavors include Michigan Cherry BBQ, Sea Salt and Vinegar, Sea Salt Pepper and Onion, Buffalo Wing Potato Chips and Parmesan Ranch Potato Chips.</p>
<p>“All our chips are produced with their skins on,” said Girrbach. “That enhances the taste.”</p>
<p>Long retired from Merrill Lynch, where he worked for 28 years, Girrbach operated Pangea’s Pizza in downtown Traverse City for a few years. Girrbach said he and his son sometimes sat and talked about “opening a new business, from scratch.”</p>
<p>After considering the possibilities they decided to “go all in” on producing potato chips.</p>
<p>“We considered our options, we did our due diligence,” he said. “At the time, there was just one manufacturer of potato chips in the state, and that was in Detroit. We thought there was a hole in Michigan for this type of operation — we thought there definitely was an opportunity for a chip manufacturer. And that led us to say, ‘okay, let’s do this.’ We did or homework.</p>
<p>“Michigan is the number one state for producing chipping potatoes in the United States, so that was a big plus. We didn’t have to travel far to buy our potatoes.”</p>
<p>Once the Girrbachs located a building to house their operation, Girrbach said “we had to change it into a food manufacturing facility.”</p>
<p>“Needless to say, that took a lot of work,” he said.</p>
<p>Like many neophyte companies, The Great Lakes Potato Chip Company started out small, with Girrbach and his son — aided by family and friends — doing all the work. But each new year brought new growth. Today the company has 35 employees.</p>
<p>“We’ve developed a great team,” said Girrbach. “We have two shifts and we work closely together.</p>
<p>“I get a great deal of satisfaction knowing we’ve created something that can support 35 families. I get a great deal of satisfaction out of working with my son.</p>
<p>“What we did was very capital intensive, especially in the beginning. Chris and I never took an income for our first five years. We took the risks, and they paid off.”</p>
<p>The younger Girrbach said he enjoyed working for years with his father at their Pangeas Pizza in Traverse City, and enjoys working with his father at their potato chip business today.</p>
<p>“My dad and I have a good time working together and our strengths really compliment each other,” said Chris Girrbach, 39.</p>
<p>“It has been both fun and very challenging to create Great Lakes Potato Chips. We have a great team that all have made growing and being successful possible.”</p>
<p>So how did the Girrbachs come about naming their potato chip business?</p>
<p>“Our region is beautiful, one of the most beautiful places in the world,” said the elder Girrbach. “Our names tells people, ‘hey, this product is coming from a real cool place — a beautiful place. We tried to capture the feel of the Great Lakes, of this area – the northern Great Lakes area.</p>
<p>“Another thing about our product — our business — is that’s a truly a ‘green’ one. We have very little waste. That’s important to us.”</p>Chippin’ Away With Great Lakes Potato Chip Co.2018-05-02T14:43:31+00:002024-03-29T02:05:22+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+00:002024-03-28T22:04:28+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>
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<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>A Behind-the-Scenes Look at Michigan’s Award-Winning Potato Chip2017-03-03T15:34:53+00:002024-03-28T08:15:53+00:00Jena VanWagnerhttps://greatlakespotatochips.com/news/author/jena_van@yahoo.com/https://greatlakespotatochips.com/news/a-behind-the-scenes-look-at-michigans-award-winning-potato-chip/<div class="td-pb-row">
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<h1 class="entry-title" itemprop="name">A Behind-the-Scenes Look at Michigan’s Award-Winning Potato Chip</h1>
<p class="td-post-sub-title">Great Lakes Potato Chips are a tasty, skin-on snack food out of Michigan.</p>
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<p>A Michigan company cooked up regional fame when it left skin in the potato chip game. The <a href="http://greatlakespotatochips.com/" onclick="javascript:window.open('http://greatlakespotatochips.com/'); return false;">Great Lakes Potato Chip Co.</a> produced its first bag of signature, skin-on, kettle-cooked potato chips in 2010 in Traverse City. Since then, the demand for its award-winning chips has grown 30 to 50 percent annually.</p>
<p>“In the world of potato chips, there are probably a handful of companies, out of many companies, that don’t peel their potatoes,” says Chris Girrbach, who owns the company with his father, Ed. “The skin gives a lot of taste and adds nutrients.”</p>
<p>Skins included, Great Lakes Potato Chip Co. distinguishes its chips with quality potatoes, nearly 100 percent of them from a single Michigan farm, <a href="https://www.sackettpotatoes.com/" onclick="javascript:window.open('https://www.sackettpotatoes.com/'); return false;">Sackett Potatoes</a>. The facility fries only in nearly tasteless oils, sunflower and canola included, giving consumers an authentic potato flavor. Employees even hand sort potatoes and hand season the chip flavors, from Buffalo Wing and Sea Salt Pepper & Onion to Parmesan Ranch and Michigan Cherry Barbeque. The Northern Michigan facility also makes tortilla chips, in original and seasoned flavors.</p>
<p>The Girrbach family entrepreneurs rooted their future in potato chips as the father and son duo sought to combine their desire to manufacture food with their admiration for Michigan agriculture. Michigan ranks first nationally in chipping potatoes, Girrbach says, growing a potato with less sugar and starch than the russets at the grocery store. The entrepreneurs also tapped a regional food market, much like microbreweries have done over the last decade.</p>
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<p>“The small, regional brewers are catching a foothold against the national brands,” Girrbach says. “We also thought there was room, and have proven so now, for a regional potato chip manufacturer that the state would embrace.”</p>
<p>In a short time, the company expanded its market to Canada and seven states in the Great Lakes area. It employs about 30 people. In 2014, the <em>Chicago Tribune</em> named the company’s original flavor the best kettle chip. The Girrbachs garnered gold medals for Best Kettle Chip and Best Tortilla Chip among national and regional brands at the <a href="http://www.thechipfestival.com/" onclick="javascript:window.open('http://www.thechipfestival.com/'); return false;">2016 Chip Festival</a> in New York state.</p>
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<p>And the company plans to keep chipping away. “We’re going to come out with some fun flavors, some really cool items for our fans,” Girrbach says, “and we will work hard to grow the business in a way that is good for our employees and what people expect out of us.”</p>
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</div>Chicago Tribune Names Great Lakes Potato Chips Winners2015-03-01T16:52:14+00:002024-03-29T03:39:29+00:00Jena VanWagnerhttps://greatlakespotatochips.com/news/author/jena_van@yahoo.com/https://greatlakespotatochips.com/news/chicago-tribune-names-great-lakes-potato-chips-winners/<p><strong>The Chicago Tribune Features Great Lakes Potato Chips</strong></p>
<p><strong>Tasting notes:</strong> Fresh, clean, buttery. Each chip has skin-on edge, giving it a subtle rustic taste.</p>