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SPUDSMART.COM SUMMER 20154 Crafting A Great Brand New Brunswicks Covered Bridge Potato Chip Company is using its keen marketing prowess to promote its products and its getting noticed in the national media. BY MARC ZIENKIEWICZ THE CANADIAN potato chip industry is a big business with Research and Markets pegging its value at an impressive 1.6 billion by the close of 2016. Its also highly competitive with a plethora of well-known brands crowding stores and established players dominating shelf space capturing the attention of consumers certainly isnt easy. Ryan Albright knew he had his work cut out for him when he co-founded the Covered Bridge Potato Chip Company almost 10 years ago. Based in Hartland N.B. the family-run start-up had some major industry players to differentiate itself from including industry behemoth Old Dutch which also operates a potato chip factory in Hartland. The question was how to carve a niche for itself. Theres no guarantee. You dont know what consumer response will be. We did tests in a deep fryer at home slicing the potatoes by hand Albright says. You put everything into it as you go. Covered Bridge Potato Chip Company makes old-fashioned kettle-cooked chips and employs around 95 people at its processing plant. It gets its name from Hartlands most popular tourist attraction the longest covered bridge in the world thats 291 metres in length. It brings thousands of tourists to the small community of 1000 people each year. The covered bridge concept has turned into a successful marketing symbol for the company allowing it to set itself apart from other brands of potato chips on the shelf and recently attracting the attention of Rick Mercer one of Canadas best- known television personalities. FAMILY AFFAIR The familys history with potatoes goes back a long way. Albright Farms is a family-owned fourth generation company that started in the early The Covered Bridge Potato Chip Company and Albright Farms are family-run operations. Pictured from left are Wayne and Vickie Albright parents of Ryan and Matt Ryan Albright and his girlfriend Mallory McKeil with pet dog Copper and Matt and Sophie Albright and their kids Anders and Elsa. PHOTO COVERED BRIDGE POTATO CHIP COMPANY.