Beyond Idaho: Why Lay’s Turns to Wisconsin for Its Potatoes and a Commitment to Sustainable Farming

When people think of American potatoes, Idaho usually comes to mind first. However, Lay’s—one of the world’s largest potato chip brands and a former undisputed global leader in chip sales—sources the majority of its potatoes not from Idaho, but from Wisconsin, which is actually the third-largest potato-producing state in the U.S., according to the Wisconsin Department of Agriculture. Rather than relying on large industrial farms, Lay’s prioritizes partnerships with family-owned operations. The company procures most of its spuds from Heartland Farms, a fifth-generation family business based in the town of Hancock, Wisconsin.

The choice of Heartland Farms is no coincidence. The farm specializes in premium-quality potatoes and practices sustainable, regenerative agriculture aimed at improving crop biodiversity and protecting the environment. This approach ensures that every potato meets high standards of taste and texture while minimizing ecological impact. The mission aligns perfectly with the values of Lay’s parent company, PepsiCo, which actively supports environmentally responsible farming methods. Thus, behind every crispy chip lies not only generations of farming expertise but also a genuine commitment to preserving the planet for the future.