Tennessee Gov. Bill Lee, Department of Economic and Community Development Commissioner Stuart C. McWhorter and founder and Vibrant Health Products Inc. (d.b.a. Silver Hills) officials announced the company will expand, selecting Rossville, Tennessee, for its first U.S. manufacturing operations.
Vibrant Health Products will create 394 new jobs and invest $48.5 million over the next five years in Fayette County in the former Kellogg’s Eggo facility, which closed in 2024. The company will begin operations with bread production for its U.S. customers with plans to expand its manufacturing capacity for additional products as the project progresses.
Founded in 1989, 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. Today’s announcement marks the company’s first U.S. manufacturing location, expanding on its main operations in Abbotsford, British Columbia, Canada.
Canada is the state’s No. 3 partner for foreign direct investment with Canadian companies investing nearly $1.7 billion and creating approximately 3,800 jobs statewide.
“More than 1,000 international companies know that the Volunteer State is the best place to do business, and we are proud to welcome Vibrant Health Products to Tennessee. I thank this company for its commitment to creating greater opportunity for our highly skilled workforce and look forward to the positive impact these 394 jobs will bring to families across Fayette County.” – Gov. Bill Lee
“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
“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
“This is a transformative moment for Rossville and our surrounding communities. The acquisition of our former Kellogg facility by Vibrant Health Products breathes new life into a vital part of our local economy while creating hundreds of quality jobs for our residents. This project also underscores the resilience and potential of our community, bringing substantial economic benefits that will enhance our quality of life. We couldn't be more pleased to share this news with our community.” – Fayette County Mayor Rhea “Skip” Taylor and Rossville Mayor Judy Watters
“Creating job opportunities and bringing investment to the region is fundamental to TVA’s mission of service. We are proud to partner with Duck River Electric Membership Corporation, Industrial Board of Coffee County, the Tennessee Department of Economic and Community Development and the Middle Tennessee Industrial Development Association to further that mission and welcome Little Leaf Farms to Manchester. We wish them success and look forward to working together to serve the Tennessee Valley.” – John Bradley, TVA senior vice president of economic development
“Vibrant Health Products is an award-winning company offering revolutionary health and wellness products. I’m proud to announce their $48.5 million investment in Fayette County, which will create nearly 400 new jobs and strengthen our local economy. Thank you to everyone who helped make this happen.” – Sen. Page Walley (R-Savannah)
“It’s an honor to welcome Vibrant Health Products to our community at a time when more Tennesseans and Americans are focusing on their health and well-being. This significant investment will have an incredible impact on Fayette County’s local economy and create nearly 400 new jobs. I wish the company continued success as it begins operations in Rossville.” – Rep. Ron Gant (R-Piperton)