Traverse City-based Great Lakes Malting Co. is making waves in the craft beverage industry by providing locally grown malt to brewers and distillers across Michigan. Founded by Jeff Malkiewicz, the company is not just selling a product; it’s cultivating a movement towards regional sourcing and supporting Michigan agriculture.

Before partnering with the Michigan SBDC, Jeff and Great Lakes Malting Co. faced a common challenge for many emerging businesses: building brand awareness, developing an effective marketing strategy and creating preference for Michigan grown malt in craft beverage production. Despite offering a unique, high-quality product, the company needed to differentiate itself in a competitive market and reach its target audience more effectively.

That’s where the Michigan SBDC stepped in. Jeff connected with Growth Team Manager Jim McLain, who provided strategic guidance focused on marketing and differentiation. Jim worked closely with Jeff to refine Great Lakes Malting Co.’s message, emphasizing the unique benefits of using locally sourced malt. This collaboration helped Jeff articulate the value proposition of his business more clearly to potential clients. Jim also partnered with the Michigan Department of Agriculture and Rural Development (MDARD) to tap into other opportunities for Great Lakes Malting Co.

The partnership yielded significant results. By strategically focusing on its unique selling points, Great Lakes Malting Co. has successfully generated increased demand for its locally produced malts. This heightened interest has led to capital formation and a tangible increase in sales, directly contributing to the company’s growth and economic impact in the region.

Looking ahead, Jeff plans to continue his work with the Michigan SBDC, signaling a strong commitment to sustained growth and a testament to the value of ongoing business support. Great Lakes Malting Co.’s success story is a prime example of how strategic guidance and targeted support can help Michigan businesses overcome challenges, achieve their goals and thrive in their respective industries.