He went by Emzie (pronounced EM-zai). One relative remembers him being called "Chips"; everyone had a nickname back then, he said.
Eugene and wife and children started making Corell Potato Chips in their kitchen until Eugene caught the kitchen on fire. Then he moved it to the building at the side of the garage which later was turned into a store. Eugene sold candy and potato chips. After Eugene died, there is an apartment behind that which was the shop for the chips which they rented out.
The Corell brand was eventually bought out; they still make Corell potato chips, but there's no Corells making them anymore.