Bel Bets Big on Michigan with the Completion of its $11 Million GoGo squeeZ ® Traverse City Plant Modernization Project
TRAVERSE CITY, Mich., October 1, 2026 – On October 1st, 2026, Bel celebrates their continued investment into Michigan with the official ribbon cutting of a major modernization project at its GoGo squeeZ® manufacturing facility in Traverse City. The $11 million investment modernizing its apple processing capabilities represents a significant milestone for the site, delivering on better workflow for employees, strengthened production capabilities, and Bel’s long-standing commitment to Michigan’s apple growers.
Transforming the Traverse City Site
Completed after approximately three years of development, the upgrades to the GoGo squeeZ® apple processing improves efficiency, capacity, safety, and sustainability. The project benefits include:
- Unlocking 12,000 tons of increased annual production capacity
- Contributing to expected water savings of 22%* thanks to new efficiencies
- Improving lighting and ergonomics for employees
Supporting Michigan Communities and Growers
The Traverse City facility is deeply connected to Michigan’s apple-growing community. Every day, the plant receives approximately 850,000 fresh local apples and produces approximately 1.7 million GoGo squeeZ® pouches, creating a direct link between Michigan orchards and families across North America.
Bel sources more than 91,000 metric tons of apples annually across North America and maintains long-term relationships with more than 100 growers and packing partners. The company considers growers essential partners and takes a hands-on approach to supporting their long-term success.
In Michigan, Bel has expanded its commitment to regenerative agriculture through initiatives designed to support orchard resilience, reduce agricultural inputs, and strengthen the future of Michigan apple farming. In 2024, Bel launched a regenerative agriculture program in partnership with Michigan State University and Michigan apple growers. Today, the program includes 30 Michigan farmers working to strengthen soil health and advance more sustainable growing practices.
Building for the Future
“This modernization project is about investing in people, our community, and the future of Michigan’s manufacturing and agriculture,” said Peter McGuinness, CEO of Bel North America. “This project strengthens our ability to serve consumers while creating new opportunities for our employees, growers, and partners who are essential to our success.”
With the project now complete, Bel is strengthening its commitment to Michigan’s growers, workforce, and local communities while helping bring better snacking to more families across America.
*Approximately 40.5K liters of water are used in the new system vs 52K liters of water in the prior system
About Bel US
Bel US is part of the Bel Group, a global leader in dairy, fruit, and veggie snacking with 160 years of expertise. Family-owned, mission-led, and rooted in innovation, Bel US. creates delicious dairy, fruit and veggie portion-sized snacks. Iconic brands like Babybel®, GoGo squeeZ®, The Laughing Cow®, and Boursin® are among Bel US’s most loved brands. With US offices in Chicago and New York, and food facilities in Idaho, Michigan, Wisconsin, and South Dakota, Bel US is on a mission to fight for better snacking – delivering nourishment, bringing joy and building a more sustainable food system- For All, For Good.
About GoGo squeeZ®
The GoGo squeeZ® brand is on a mission to provide better snacking solutions for younger generations and being responsible to our planet as they continue their everyday adventures! Since 2008, the brand has been the leading squeezable pouch made with fruit, veggie, dairy, and other quality ingredients. GoGo squeeZ® makes on-the-go snacking nutritious and delicious with more than 30 varieties of squeezable fruit blends, FruitZ, Fruit & VeggieZ, YogurtZ, PuddingZ, SlymeZ, and the GOGO® functional product line with Electrolytes and Energy Release options. Each pouch is made with the highest quality ingredients.
For more information, visit www.gogosqueez.com and belbrandsusa.com.
Press contact:
Lauren Knight
External Communications & Mission Manager
[email protected]