1960s: Expansion and Frozen Baked Goods

Sparked by demand for Rich’s growing product line, the 1960s are a period of company expansion, beginning with the 1962 construction of a manufacturing plant in Fort Erie, Ontario, Canada (just minutes west of Rich’s Buffalo, N.Y., headquarters). Eventually named to lead this new division of the company, known as Rich Products of Canada Ltd., is Robert E. (Bob) Rich Jr. – son of company founder – who joins Rich’s in 1964 as President of the start-up subsidiary.

Frozen baked goods are added to Rich’s expanding product line-up through the acquisition of Elm Tree Baking Co., of Appleton, Wis., in 1969.

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