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Area Development - Site Selection, Facility Planning and Workforce Development

Canada-Based Vibrant Health Products Plans Rossville, Tennessee, Manufacturing Operations

08/01/2025
Canada-based Vibrant Health Products, Inc. (d.b.a. Silver Hills) plans to establish operations in Rossville, Tennessee. The $48.5 million project is expected to create 394 jobs in Fayette County over the next five years.

The company’s new manufacturing facility will be located at the former Kellogg's site and produce bread for its U.S. customers.

“With a focus on growth, adding a U.S. facility gives us the space and flexibility we need to ride momentum into a strong future. Expanding on our Canadian operations, 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,” Stan Smith, president and co-founder, Vibrant Health Products said.

Vibrant Health Products produces sprouted and certified organic, gluten-free, grain-free, plant-based, paleo and keto baked goods for its own better-for-you consumer brands as well as private label partners.

“It is no surprise that Vibrant Health Products is locating its first U.S. manufacturing facility in Fayette County as Tennessee has been described as a food and beverage powerhouse with nearly 800 companies statewide that generated more than $1.6 billion in exports in 2024 alone. I thank Vibrant Health Products for its commitment to our state and bringing new business into the former Kellogg’s facility and look forward to seeing the growth and success that follows today’s announcement,” TNECD Commissioner Stuart C. McWhorter noted.

“Creating job opportunities and bringing investment to the region is fundamental to TVA’s mission of service. We are proud to partner with Chickasaw Electric, the Greater Memphis Chamber, the City of Rossville, Fayette County and the Tennessee Department of Economic and Community Development to further that mission and welcome Vibrant Heath Products to Fayette County. We wish them success and look forward to working together to serve the Valley region,” John Bradley, TVA senior vice president of economic development added.

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