Green Bay Converting fire leads to fewer than 35 layoffs as recovery continues

Firefighters battle a fire at Green Bay Converting on Larsen Road March 16, 2026. (Courtesy: Green Bay Metro Fire Department)

GREEN BAY, WI (WTAQ-WLUK) — A Green Bay company is hopeful to restart production within the next 60 days after its facility endured the largest fire the city has seen in almost 30 years.

Green Bay Converting is in its fifth week of recovery since the Mar. 16th fire destroyed its warehouse and inventory. High winds and heavy snow from winter storms hampered firefighting efforts at the 320,000-square-foot warehouse, which has continued to burn for days. Two firefighters suffered minor injuries. The cause of the fire is still undetermined.

On Monday, Green Bay Converting wrote:

Since the event, we have been working tirelessly on a multiphase recovery plan. The first phase has focused on cleaning our production equipment, and that work is now more than 50% complete. The next phase will focus on the cleaning, repair, and remediation of the structure itself, including the walls, floors, ceilings, and insulation.

While we are still awaiting additional information from third parties that will help determine the ultimate recovery timeline, we remain hopeful that we will be able to reoccupy our offices and restart production in a portion of the Larsen facility within the next 60 days. Based on what we know today, a return to full production is more likely during the summer. The rebuild of our warehouse will take longer, but that should not significantly limit our ability to restart production.

Due to the disruption of the fire, the company says it made the difficult decision to let go fewer than 35 of its more than 200 employees in Green Bay.

We are supporting those employees with financial assistance, transition resources through the company, and coordination with state and local employment agencies.