Vibrant Health Products, a subsidiary specializing in baked goods from Canada, is set to invest $48.5 million in its inaugural U.S. manufacturing facility located in Fayette County, aiming to create 394 jobs over the next five years, as announced on Friday.

Rossville, a small town of around 1,200 residents straddling the southwest border of Fayette and Shelby counties, has been selected as the site for this operation.

The company will take over the previous Kellogg egg plant in Rossville, which shut down in 2024, resulting in the layoffs of 142 workers.

“This is a transformative moment for Rossville and our surrounding communities,” remarked Fayette County Mayor Lea in a joint statement with Taylor and Rossville Mayor Judy Watters. “The acquisition of the former Kellogg facility by a vibrant health partner will breathe new life into a crucial aspect of our local economy and generate hundreds of quality jobs for our residents.”

The mayor added that this initiative “underscores the resilience and potential of our community.”

While the company has secured incentives from the state, the specifics of the deal are still somewhat unclear.

Initially, Vibrant Health Products will focus on bread production at this new site, with plans to eventually diversify into other baked goods.

The brand is known for offering a broad selection of health-oriented baked items, including organic, gluten-free, grain-free, non-GMO, plant-based, paleo, and keto products. Its main operations are based in Abbotsford, British Columbia, Canada.

“New bakeries in Tennessee will boost production, attract new customers, strengthen strategic partnerships, explore innovative opportunities, and create stable employment on both sides of the border while sharing healthier products with the world,” stated a representative.