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Editor’s Note: A previous version of this story incorrectly stated that 1,500 Goldfish crackers are produced every second at Campbell’s bakery in Richmond, Utah. The expansion of the bakery adds a production increase of 1,500 Goldfish crackers every second, bringing the total to 4,500 per second.
A.J. Heiner
VP, Manufacturing | The Campbell’s Company, Richmond Facility
Did you know 4,500 Goldfish crackers are produced every second at the Campbell’s bakery in Richmond, Utah? America’s craving for “the snack that smiles back” wouldn’t be satiated without A.J. Heiner.
Heiner is the VP of manufacturing at The Campbell’s Company’s facility in Richmond, Utah, where he played a pivotal role in securing a $160 million expansion for the Utah-based plant. This expansion — which includes 100,000 additional square feet, three new production lines and another oven — will lead to a 50 percent increase in the output of Goldfish crackers. This pond just got a whole lot bigger.
“I knew the company was looking to invest and considering several locations,” Heiner says. “Part of my role was putting the business case together for expansion in Richmond.”
Heiner worked closely with his team to build the pitch and ultimately secure the investment, despite initial concerns about low unemployment rates in Cache Valley and the ability to fully staff the plant.
“Data is a powerful influencer,” Heiner says. “Data combined with observations and feedback from multi-level teams tells a compelling story.”
His collaborative and solutions-based approach landed the deal.
Construction began in spring 2023, paving the way for the launch of the new packaging line. By August 2024, the plant was in full swing, with production set to reach an impressive 120 million pounds of Goldfish crackers annually.
“Goldfish is the biggest line at Campbell’s,” Heiner explains. “Supporting that future growth is a key win for the business.”
Additionally, it’s a win for the community. The expansion will add 85 new jobs in various capacities over the next three years.
When the multi-million dollar expansion plans began to take shape, Heiner found himself collaborating with county, city and state leaders to build partnerships that extended beyond the walls of the plant.
“A big focus was, ‘How do we make this a place where people enjoy and love coming to work?’” he says. “Everyone knows everyone, and so many people have connections with the plant.”
As plant manager, Heiner oversees 450 employees in Richmond and 2,100 employees total across six manufacturing plants in Utah, Arizona, Oregon and Ohio.
Heiner frequently spends time on the production floor and hears from employees in all functions. He is committed to “continually doing better each day” and driving manufacturing excellence across all the plants he oversees.
“Everything we do is through people,” Heiner says. “People can solve most of their own problems, but they need the right environment to do so.”
On the horizon is a new partnership with Utah Flour Milling LLC, which will provide the additional flour required to produce 120 million pounds of the bite-sized, fish-shaped crackers we all know and love. Heiner says this partnership will be “transformational” for the site, as the flour mill is right next door.
As the Richmond plant approaches its 50th anniversary, Heiner’s leadership in driving the $160 million expansion is a milestone worth celebrating. His people-first approach and dedication to operational excellence have been pivotal to the growth of Campbell’s and its deep-rooted impact on Cache Valley.
“I learned about the importance of building on wins,” Heiner says, reflecting on his success. “Lean into the energy of wins and let the momentum carry you forward.”