When you think of potato chips, the image that often comes to mind is a bag sitting on a supermarket shelf, crisp and ready for snacking. But behind every bag is a story, and for Covered Bridge Potato Chip Company, that story is one of heritage, resilience, and bold innovation.
Covered Bridge Potato Chip Company began not just as a business, but as a continuation of a family tradition. “It’s a fourth-generation family-owned business. Potato farmers—that’s our background,” says Jaime Nevers, Director of Sales and Marketing. While the company formally launched in 2008, its roots stretch back much further, to a tradition of cultivating the dark russet potatoes that form the heart of the brand’s signature chips.
“What we do differently is we grow dark russet potatoes, which gives us the ability to offer a unique product,” made with ingredients harvested from the Saint John River Valley, explains Nevers. “Not many other potato chip companies use this, so it gives us that competitive edge in the market today.”
This commitment to quality from the ground up—literally—has always set Covered Bridge apart. The company’s heritage is more than a marketing line; it’s embedded in the product itself. By leveraging its own farms, the team can control the process from planting to harvest to chip production, ensuring consistency and quality that few competitors can match.
Based in Carleton County, New Brunswick, home to the longest covered bridge in the world, the business started small, as an agritourism venture, but it quickly captured the attention of local consumers. With a focus on small-batch production and careful attention to detail, the brand began carving out a niche that combined classic snack enjoyment with premium quality. Nevers emphasizes that from the beginning, the mission was simple: make something special from the family’s own farm.
“From day one, it’s all been about the farming and preserving that classic family tradition, making small batches using our quality ingredients and taking real care in the process,” she says. This dedication resonates with customers, creating a loyal following eager for every new flavour and innovation.
The early years were marked by experimentation, both in flavour and production. The team tested different cutting techniques and seasoning combinations to find the perfect balance. What started as a local endeavour in the heart of potato country soon became a recognizable brand valued for its authenticity and quality.
In March 2024, Covered Bridge faced a devastating setback when a fire destroyed its main plant. It was a moment that could have ended the company’s trajectory, but instead, it became a catalyst for resilience and reinvention. “The fire really was devastating, not just for us as a business, but for everyone in our community. What we learned quickly was just how strong our team truly was and how resilient we could be,” Nevers recalls. Within days, plans were in motion to maintain operations through co-packers and supplier partnerships. The team’s ability to pivot so quickly minimized disruption and kept the brand on shelves.
The fire completely destroyed the original factory, leaving no equipment or infrastructure to recover. However, the company’s decision to operate a separate warehouse and office facility proved critical in the aftermath. With inventory already on hand and operations housed elsewhere, Covered Bridge was able to maintain supply while quickly forming partnerships with co-packers, allowing the business to continue moving forward without losing momentum.
From devastation arose opportunity. The rebuild allowed Covered Bridge to rethink its operations, modernize equipment, and create a more efficient production process. Nevers tells us, “Starting fresh allowed us to really be mindful of how the design works to allow us to be most efficient in the new facility.” The lessons learned during the rebuild, about flexibility and strategic partnerships, have positioned the company for sustainable growth and innovation.
The process of rebuilding was meticulous. Every detail of the new plant, from the layout of fryers to the positioning of packaging lines, was designed with efficiency in mind. The team used the opportunity to integrate modern technology that streamlined production while maintaining the small-batch quality that consumers love. This thoughtful approach ensures the company is not only back to full capacity but better equipped for future growth.
When production resumed the following summer and the fryers were turned on again for the first time since the fire, it marked a significant moment for the company. Reaching that point required months of coordination and commitment from the entire team. Beyond the operational achievement, the moment represented resilience and the deep support Covered Bridge received from its employees, partners, and surrounding community.
While rebuilding a plant is impressive, it’s innovation that keeps a brand relevant, and at Covered Bridge, flavour development is both an art and a science. Nevers describes a hands-on, collaborative approach to new products: “Innovation is definitely at our core. We have a very small but mighty product development team. It usually starts with a fun idea, whether it’s one of ours or a suggestion from a customer.”
From there, ideas are refined through partnerships with seasoning suppliers, extensive tasting, and feedback from staff and family. Only the best makes it to market, and recent launches demonstrate this creative spirit. Sriracha Lime, a nod to trending global flavours, and collaborations with Canadian restaurants like St. Louis Bar and Grill, have introduced exciting new tastes for fans.
The brand has also experimented with playful, nostalgic concepts. One notable innovation is the Storm Chips series, a blended bag of four flavours created for the winter months. “You can wait out the storm and enjoy your chips and relax at home while the snow falls around you,” Nevers says with a smile. The concept, inspired by social media buzz and local weather patterns, has become a fan favourite over the past decade. A summer counterpart, the Weekender, offers a different flavour blend to celebrate the warmer months.
Beyond its seasonal flavour launches, Covered Bridge has also expanded into complementary product categories, including tortillas. Introduced just ahead of the holiday season, the new line reflects the company’s ongoing willingness to experiment and evolve. It highlights a culture where creativity is actively encouraged, with new ideas shaped by internal collaboration, customer input, and emerging market trends rather than staying confined to a single product format.
This commitment to innovation is balanced with care to preserve what makes Covered Bridge special. Despite modernizing the plant and expanding product lines, the original small-batch approach and quality ingredients remain the foundation of every chip. Nevers emphasizes that “the process remains the same—the product, the quality, everything that we offer, is the same as what we had before.”
Covered Bridge’s reach now extends well beyond the Maritimes, with its products available in more than 13 countries worldwide. Over time, the brand has cultivated a strong international following, particularly in markets where it has maintained a longstanding presence. The Philippines, for example, has been a key export destination for roughly a decade, reflecting sustained demand and the company’s ability to resonate with consumers far from its New Brunswick roots.
Of course, international expansion brings new opportunities and challenges. Shipping products across continents requires meticulous attention to logistics, regulatory compliance, and freshness. Yet despite these complexities, Nevers sees a clear strategy: sharing a uniquely Canadian product with the world while staying true to the company’s heritage. Trade shows and direct engagement with international buyers help the team understand which flavours resonate abroad, allowing the company to tailor its offerings without compromising quality.
Even as the company reaches overseas markets, its local roots remain fundamental. “Locally, we are supported by other farmers, families, our employees, and customers,” Nevers says. “We are very grateful to our customers and everyone that has supported us along the way. The support since the fire has really shown us that Covered Bridge is more than just a brand; it’s something that people truly care about.”
The support goes both ways. “We absolutely try to give back wherever we can,” Nevers shares. The company’s community involvement ranges from youth sports sponsorships to funding school food programs, ensuring that success is shared widely. From donating to volunteer fire departments to supporting mental health organizations, Covered Bridge has created a culture where business success and social responsibility go hand-in-hand.
For this company, milestones are both big and small. From navigating the challenges of a devastating fire to celebrating flavour anniversaries, the team cherishes each achievement. Looking ahead, Covered Bridge is firmly focused on the future, with product development initiatives already underway and extending into 2027. While the fire temporarily slowed innovation efforts, the return to in-house production has reopened the door to creative exploration. With operations fully back on track, the team is once again able to invest time and energy into developing new flavours and products that align with the brand’s strengths and longstanding passion for innovation.
And it is that blend of innovation and quality that truly sets Covered Bridge apart. Covered Bridge Potato Chip Company is about more than just snacks; it’s a story of heritage, resilience, and a commitment to doing things right, from sourcing ingredients to giving back to the community. It’s about innovation without losing sight of what makes the brand unique.
The company’s journey reflects a rare balance in business: embracing innovation while preserving tradition and overcoming adversity without compromising core values. With a rebuilt plant, modernized equipment, new flavours, and a presence in global markets, Covered Bridge is ready for the next chapter.
For fans both new and old, that chapter promises more creative flavours, quality snacks, and a brand that represents the very best of New Brunswick. Whether in a small bag of local favourites or on international shelves, Covered Bridge Potato Chip Company continues to deliver not just chips, but a piece of Canadian tradition that’s crispy, flavourful, and built to last.
