Covered Bridge Potato Chips plant totally destroyed by fire

Friday evening March 1, 2024, the most famous potato chips plant in Atlantic Canada - Covered Bridge Potato Chips in Hartland, New Brunswick - was totally destroyed by fire.

The fire started close to 6 pm. Around 20-30 employees present at the site were evacuated without injuries. Multiple regional fire departments responded, including Hartland, Debec, Perth Andover, Florenceville-Bristol, Woodstock and Lakeville, but they could not prevent the total destruction of the potato chips plant. A firefighter of the Hartland fire department described the blaze as the second largest fire in the region in the last two years.

Early stage of the blaze shows the fryer stack is on fire (Courtesy: Dustin Culberson)

The entire frame of the Covered Bridge Potato Chips plant fully alight (Courtesy: Dustin Culberson)

The cause of the fire is under investigation, but staff present reported that the fire started in the fryer area.

Before and after

The Covered Bridge Potato Chip Company in better days (Courtesy: Covered Bridge Potato Chip Company)

Aerial view of what is left of the Covered Bridge Potato Chip manufacturing plant after the fire (Courtesy: Dustin Culberson)

Company Statement

Ryan Albright, President at Covered Bridge Potato Chips:

"It was with heavy hearts and immense sadness that we witnessed the fire that destroyed our factory in Waterville on Friday, March 1. At the same time, we cannot begin to express how thankful we were that no one was injured, and how grateful we were to the courageous first responders and firefighters who worked tirelessly to battle the blaze, while ensuring the safety of our employees."

"In moments of crisis, communities come together. Never was this more evident than in the days following our devastating loss, which has impacted 185 employees and their families. We have been deeply moved by the outpouring of support, compassion, and solidarity shown by residents of our community, our Province, and Canadians from coast to coast. Your acts of kindness, offers of assistance, and heartfelt messages have served as a beacon of hope during this challenging time."

"Family is at the heart of our business and this extends to our valued employees. In the aftermath of the fire, our Covered Bridge family has remained resilient, united, and determined to rise again. We trust we can count on you ― our consumers, customers, suppliers, friends and families ― for your patience and continued support as we find our way forward."

"Since our first batch of chips rolled off the line over 15 years ago, we have navigated all challenges and bumps along the road with our strong entrepreneurial spirit. That spirit still shines bright as we plan our path forward."

"From the bottom of our hearts, thank you for standing by our side during this trying time. Together, we will weather this Storm!"

The Covered Bridge Potato Chips Company started production in 2009. Their kettle-cooked chips became an immediate local and regional hit and has since spread to North American markets. The factory saw multiple expansions.

The concept for Covered Bridge Potato Chips was developed by Matt and Ryan Albright who started a potato distribution company in 2004 and later bought the farm where the potatoes were harvested.

One of the unique aspects of The Covered Bridge Potato Chips Company was that the factory was specifically set up for tours and seeing the production and tasting the freshly produced chips. 

Impact on the Community

The Mayor of Hartland, NB Tracey Demerchant, responds to the disastrous fire at Covered Bridge Potato Chips and describes the impact on the local Community in an interview with the CBC.

Mayor Tracey DeMerchant of Hartland said the loss of the business is tough for the small community. She said the plant employed 75 to 100 people and also benefited local truckers and farmers.

Tracey Demerchant:

"This is a big loss for everyone. We cannot extend enough sympathy and support to the Albright family."

DeMerchant said she's spoken to friends who worked at the plant and they are devastated. She said the business is an important part of the community and the town has reached out to the owners to offer their support.

Tracey Demerchant:

"Our hope is that they can build again."

Covered Bridge Potato Chips have become collectors items after the destruction of the plant. Everyone is stocking up, here PotatoPro's private stash. Note the Storm Chips: that's how we get through times without electrical power.

Looking forward

On Wednesday, Ryan Albright said in an interview with CBC that he plans to rebuild the potato chip plant in the same spot in burnt down. He is already working with his insurance company, and though it will likely be a lengthy process, he hopes to rebuild the Covered Bridge Potato Chips manufacturing plant as soon as possible.

Ryan Albright:

"We're also in full design mode, you know, trying to lay out building equipment, looking at timelines. But that'll be an evolving thing over the next days and weeks to come."

He is even hoping a new plant can have increased processing capacity and a more efficient operation.

Employees

As for the affected employees, Ryan said the company has been trying to match them with other jobs in the community. For a number of temporary foreign workers, plans are being made to fly them back to their home country.

In addition, WorkingNB, New Brunswick's employment agency, is working with the Covered Bridge Potato Chip Company on how to best support employees: an employee information session will be held at the Best Western Plus Hotel and Convention Centre in Woodstock on Friday.

Not all is lost!

While the manufacturing plant is completely destroyed, Ryan mentioned that crucial parts of the business were located elsewhere, including two large shipping warehouses as well as the company's headquarters.

And the good news for fans of Covered Bridge Potato Chips is that the warehouses still have products ready to be shipped to stores. 

Ryan is also working on an interim plan that would allow the company to produce potato chips at another local company's plant.