Baked goods manufacturer to bring 400 jobs to Fayette County over five years

Vibrant Health Products, a Canada-based baked goods company, is locating its first U.S. manufacturing plant in Rossville, Tennessee. (Photo Courtesy of Vibrant Health Products, Inc.)

Canada-based baked goods company Vibrant Health Products will invest $48.5 million in its first U.S. manufacturing plant in Fayette County, pledging to create 394 jobs in the next five years, the company announced Friday.

Vibrant Health Products selected Rossville — a town of about 1,200 residents near the southwest border of Fayette and Shelby counties in West Tennessee — as its U.S. manufacturing location. 

The company will move into Rossville’s former Kellogg Company’s Eggo plant. Kellogg closed the plant in 2024, laying off 142 workers.

“This is a transformative moment for Rossville and our surrounding communities,” Fayette County Mayor Rhea “Skip” Taylor and Rossville Mayor Judy Watters said in a joint statement. “The acquisition of our former Kellogg facility by Vibrant Health Partners breathes new life into a vital part of our local economy while creating hundreds of quality jobs for our residents.”

The mayors also said the project “underscores the resilience and potential of our community.”

The company received incentives from the state, but the details of the deal are not immediately clear.

Vibrant Health Products will begin with bread production at the new site with plans to expand to other baked goods. 

The brand produces a variety of health-focused baked goods, including organic, gluten-free, grain-free, non-GMO, plant-based, paleo and keto options. Its main operations are located in Abbotsford, British Columbia, Canada.

“Our new bakery in Tennessee will help us increase production so we can welcome new customers and sustain strategic relationships, explore new possibilities for innovation, broaden our business in new product categories, create stable jobs on both sides of the border and pursue every opportunity to share our healthier products with the world,” Vibrant Health Products President and co-founder Stan Smith said in a Friday news release.