When you think of baby food, what comes to mind? If you’re a native to the region, there’s a good chance you think of Gerber, which had a baby food factory here for 40 years located where the Gerber Village shopping center stands today in South Asheville. Let’s wander down memory lane, shall we?
The Gerber company was founded in Freemont, Michigan in 1927 and made its way to Asheville in 1958. Construction on the 45-acre plant site began in 1958, and the nearly 300,000-square foot production area began operation Nov. 16, 1959. During its time in operation, it not only employed hundreds of workers — including some 700 people in its heyday — it acted as an important part of the community by sponsoring blood drives + art exhibits, as well as offering college scholarships to employees and their children. The Gerber plant was also a popular field trip destination.
The plant was also a major supporter of area farmers. In fact, officials quoted in a Jan. 25, 1959 piece in the Asheville Citizen-Times said area produce + poultry farmers received over $1.5 million annually from the company. Gerber was a major customer of Henderson County’s apple crops, and the company also purchased copious amounts of regionally produced sweet potatoes, peaches, pears, peas + more — enough to process 2.1 million jars of food a day.
A 1959 Citizen-Times article noted that area produce and poultry farmers received over $1.5 million annually from the company. Major crops included Henderson County apples, plus sweet potatoes, peaches, pears, peas + more — enough to process 2.1 million jars of food a day. Official + colloquial accounts note the Asheville plant’s efficient production schedule, including observations that it outperformed other plants. So employees were understandably confused when they got word in 1997 that the plant would shutter its doors in 1998.
One of the few area plants that never had major layoffs, the news of closure was hard for workers, despite being given 10 months of notice and assistance from Gerber in the form of job training opportunities, including computer instruction. The company also opened a Career Center in April 1998 to help those laid off find new employment. Many workers lamented the difficulty + improbability of finding a comparable salary in the area (Gerber paid an hourly wage of $12-$15).
So why did Gerber decide to close its Asheville location? Company officials cited the lack of room for expansion, the declining birth rate, and a diminished demand for baby food. While the site was sold in 2011 and went on to become a thriving mixed-use development, locals still miss the factory and the sense of community it held for employees + customers alike — some even miss the smell of baby food in the air (especially banana).
Special thanks to the staff of Pack Memorial Library‘s Buncombe County Special Collections and everyone in the “You know you grew up in Asheville, North Carolina if....” Facebook group for their help.
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