The Green Bay-area company whose Larsen Road production facility sustained major fire damage during the blizzard got its start in a former pizza factory space almost three decades ago.
Green Bay Converting was founded in 1999 and since has grown into a significant contract manufacturer of paper products at three factories in Wisconsin and Mississippi.
A fire destroyed significant portions of the company’s 800,000-square-foot plant at 2200 Larsen Road during the March 15-16, 2026 blizzard in Green Bay. The fire started the morning of March 16 in the warehouse portion of the site and several portions of the roof have since collapsed. The building’s production and office spaces have also sustained some damage, but less than the warehouse.
Green Bay Metro Fire Department crews with the assistance of nine neighboring departments, have now battled the blaze more than 24 hours. The company continues to assist Green Bay Metro Fire investigators looking into the fire.
Owner Greg Santaga did not return the Press-Gazette’s request for an interview or comment.
Here’s what we know about the company, based on prior reporting and Green Bay Converting’s website.
Green Bay Converting plant that caught fire is at 2200 Larsen Road on Green Bay’s west side
The factory that sustained significant damage is at 2200 Larsen Road, a 27.2-acre site the Green Bay Converting sold to Sofidel America in 2015 and then repurchased for $30 million in August 2025.
The building includes more than 800,000 square feet divided between two main functions: Production space and warehouse space.
The site is one of three manfacturing plants the company operates. The other two are at 1001 Fernando Drive in Hobart and 1400 James St., in Hattiesburg, Mississippi.
Green Bay Converting was founded 27 years ago
Owner Greg Santaga in 1999 founded Green Bay Converting with 25 employees and five converting machines in that former pizza factory. The company in 2014 expanded to Hattiesburg with a $48 million investment in a new, 400,000-square-foot converting facility.
The company now has more than 20 converting machines that enable it to produce a variety of single fold towels, hard-wound towels, center pull towels, jumbo roll tissue, and wipers for customers.
How many employees does Green Bay Converting have?
The company’s website indicates it now has more than 200 employees.
Were any Green Bay Converting employees inside the building when the fire broke out? Did anyone get injured?
Green Bay public safety officials do not believe any employees were in the building when the fire broke out the morning of March 16.
No injuries to company staff or firefighters have been reported so far.
What does a paper converter do?
Paper converters take the gigantic rolls or sheets of raw paper products and convert them into a variety of end-use products.
Converters employ a variety of processes to make newspaper, toilet paper, paperboard packaging, toilet paper and other products used by consumers and companies around the world.
Pulp and Paper Technology estimated the global paper converting industry topped $41 billion in 2020 and could approach nearly $50 billion by 2027.
Contact business reporter Jeff Bollier at (920) 431-8387 or jbollier@usatodayco.com. Follow him on X at @JeffBollier.
This article originally appeared on Green Bay Press-Gazette: What is Green Bay Converting? Fire heavily damaged company’s plant
Reporting by Jeff Bollier, Green Bay Press-Gazette / Green Bay Press-Gazette
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