You’ve probably seen them. Those little green pouches with the helicopter caps, tucked into lunchboxes or clutched by toddlers at the playground. They’re everywhere. But most people don’t realize that a huge chunk of that global snack empire is actually rooted in Northern Michigan.
GoGo SqueeZ Traverse City isn't just a random warehouse on a map. It's a massive, high-tech operation that basically saved a local economy back when things were looking pretty grim.
Back in 2011, Michigan was struggling with the highest unemployment rate in the country. Then Materne North America showed up. They didn't just build a factory; they set up their first-ever U.S. production site right in the heart of "Cherry Capital" country. Why? Because if you want to make millions of pouches of applesauce, you go where the apples are.
Why GoGo SqueeZ Picked Traverse City
It wasn't a fluke. Honestly, the geography is the hero here. Traverse City sits right in a microclimate perfect for fruit. The proximity to Lake Michigan keeps the air just temperate enough so the blossoms don't freeze off in a weird late-April cold snap.
The plant started with about 120 jobs. Fast forward to now, and that number has ballooned. We're talking hundreds of local workers—from "Apple Dumpers" (yes, that is a real, vital job title) to high-level automation engineers.
They use a ton of local fruit. While they’re famous for applesauce, the facility has expanded to handle all sorts of blends. It’s a symbiotic relationship: the local growers get a massive, reliable buyer, and GoGo SqueeZ gets fruit that doesn't have to travel halfway across the continent before it hits the blender.
Growing Pains and the 2016 "Residue" Drama
It hasn't all been smooth sailing. If you lived in the area around 2016, you probably remember the headlines. There was a voluntary recall because of some dried apple residue found on the equipment.
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People freaked out. It’s fruit, right? How bad can residue be?
The issue was basically a sanitation slip-up where old product built up in the pumps. It wasn't making anyone sick, but for a brand that markets itself on "nothing but the good stuff," it was a PR nightmare. They had to pause production on their non-organic lines and rework their entire cleaning protocol.
They ended up being put on an "accelerated inspection" schedule by the Michigan Department of Agriculture. They were getting poked and prodded every three months instead of the usual six. It was a wake-up call.
Since then, the GoGo SqueeZ Traverse City plant has become a bit of a fortress of cleanliness. They invested millions in a new wastewater treatment plant—specifically a sequencing batch reactor—to make sure they weren't just making snacks, but also protecting the local watershed.
The Modern Tech Stack inside the Factory
Walking into the plant today feels less like a kitchen and more like a NASA lab.
- High-speed pouch fillers: These things move so fast the human eye can barely track the pouches.
- Automated Control Systems: They use 480-volt systems to manage everything from the temperature of the puree to the torque on the caps.
- The "Helicopter" Cap Tech: That iconic cap was actually redesigned to use 40% less plastic. They’re even moving toward 100% recyclable pouches, which is a massive engineering hurdle when you’re dealing with shelf-stable food.
Working at the Plant: The Real Grind
Let's talk money and reality. It’s not just "squeezing apples."
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If you look at the job boards for the Traverse City site, the pay is actually pretty decent for the region. An Apple Dumper or a Material Handler starts around $23 an hour. Maintenance Techs can pull in $36 or more.
But it’s a factory. It’s loud. It’s wet. It’s fast.
You’re wearing PPE from head to toe. You're working 12-hour shifts. The "Sanitation Operators" are basically the unsung heroes of the whole operation, scrubbing down stainless steel pipes at 3:00 AM so the morning shift can start with a sterile environment.
Community Impact Beyond the Paycheck
GoGo SqueeZ has tried hard to be a "good neighbor." They partner with Feeding America to donate over 150 tons of pouches a year. They also fund irrigation research at Michigan State and work with the West Michigan Research Station.
They aren't just taking the apples and leaving; they're trying to make sure the apple industry in Michigan survives the next fifty years of climate change.
What Most People Get Wrong About the Pouch
There’s a common myth that these pouches are "watered down" or full of preservatives to keep them shelf-stable.
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Nope.
The secret isn't chemicals; it's the pasteurization and the multi-layer pouch design. The Traverse City facility uses a process that flashes the fruit with heat to kill bacteria and then seals it in a pouch that keeps out light and oxygen. That’s why you can leave it in a hot car for three days (don't, it’ll taste gross, but it’s safe) and it won't spoil.
They don't add high fructose corn syrup. They don't add red dye #40. It’s basically just Michigan apples and maybe some strawberry puree or vitamin C.
The Future of GoGo SqueeZ Traverse City
So, what's next? The company is doubling down on "Active" blends. They’re targeting teenagers and adults now, not just kids. This means bigger pouches and different ingredients like electrolytes or B vitamins.
The Traverse City plant is at the center of this expansion. With their recent investments in wastewater tech and automation, they’ve signaled they aren't going anywhere.
If you're a local or just a fan of the brand, here's how you can actually engage with what’s happening at the facility:
- Check the production codes: If you have a box, look for the "US" code on the back. If it says "US 01" through "US 08," there’s a high chance that specific pouch was filled right here in Michigan.
- Watch for hiring fairs: They are almost always looking for people in automation and quality control. If you have a background in food science, they often run packaging engineering internships out of this location.
- Support local orchards: Many of the apples in those pouches come from Smeltzer Orchard Company and other regional growers. Buying local fruit helps the same ecosystem that keeps the factory running.
The GoGo SqueeZ presence in Traverse City is a rare example of a global brand actually integrating into a local agricultural scene without destroying it. It’s a massive operation, sure, but it’s one fueled by the very orchards that define the Northern Michigan landscape.