Detroit's snack food landscape has transformed dramatically over the decades, yet Better Made stands alone as the city's last potato chip pioneer. Founded during the Great Depression, this resilient company outlasted numerous competitors through strategic adaptation and unwavering quality standards. The secret to their endurance lies not only in their premium ingredients and manufacturing processes, but also in their distinctive connection with local communities. What makes this particular chip maker thrive when others couldn't survive the crunch?
The Last Chip Standing
Nearly a century ago, in the heart of Detroit, Cross Moceri and Peter Cipriano planted the seeds of what would become the city's most enduring snack food legacy. Their company, initially called Cross & Peter Company, began with a simple operation: burlap-bagged potatoes cooked in quality oil and hand-packed into greaseless bags. This modest beginning in 1930 marked the birth of what would later become Better Made, after the Cipriano family bought out the Moceris.
In a city once teeming with over 20 potato chip manufacturers, Better Made eventually emerged as the last chip remaining. Their Gratiot Avenue factory remained a constant presence while competitors fell away, one by one. The company's resilience can be traced to several smart decisions, including the workers' unionization in 1937, which helped reduce costs and increase market competitiveness. The company's early sales strategy included door-to-door selling and setting up stands on Belle Isle to reach customers directly.
Better Made's evolution from a single-product company to a diversified snack producer also contributed to its longevity. Starting with only potato chips, the company gradually expanded its offerings to include corn chips, pork rinds, popcorn, pretzels, cheese puffs, and even dips and salsas. The introduction of barbecue flavor in 1973 and subsequent additions like sour cream and onion helped keep the product line fresh and appealing.
Detroit residents display remarkable loyalty to the brand, consuming an average of 7 pounds of chips annually, exceeding the national average. This devotion extends beyond city limits, with expatriates often requesting Better Made products be mailed to them as a taste of home. The company recognized this opportunity and began offering online sales to reach these distant customers. The popularity of Better Made chips reflects a broader trend of Rust Belt foods becoming sought after by those who have moved away from their hometowns.
Better Made's commitment to quality remains unwavering, using Michigan potatoes for most of the year and exclusively frying in 100% cottonseed oil. This dedication to craft, combined with business adaptability, has transformed a small Detroit chip maker into a regional icon that generated $36 million in sales by 2003.
Through mergers, ownership changes, and modernization, Better Made has proven that sometimes, the last chip in the bag is the sweetest.
