While working in the Canadian region of Labrador for the U.S. government, Birdseye became interested in the effects of sudden exposure to extreme cold on animal and plant tissues. After refining a quick-freezing method (which minimally impaired the texture of foods) and developing specialized packaging for freezing retail-sized portions, he founded a frozen-fish company that in 1929 became the Birds Eye division of General Foods—paving the way for the development of the massive frozen-food industry.