Last Thursday, six founders of some of Detroit’s greatest new food and drink companies pitched their ventures to a panel of expert judges for Samuel Adams’s “Brewing the American Dream & Build Institute Pitch Room Competition.”
Hosted at the Redford Theater, each selected business vied for a chance to win a $10,000 business grant and one-on-one unlimited coaching from Sam Adams experts.
“We’ve been coming to Detroit since 2015 and we’re really proud to partner with such an amazing group like BUILD,” said Jennifer Glanville, a brewer and the Director of Brewery Programs at Sam Adams. “Detroit has such a vibrant food and beverage community. So, we’re really excited to be here for this live pitch.”
Since 2008, Samuel Adams Brewing the American Dream has helped regional food and beverage entrepreneurs around the country with access to capital, networks, and business coaching. The first Pitch room Competition was launched in 2013 to provide food and beverage craftspeople with how to master the art of the sales pitch while receiving criticism from high-profile industry judges.
Brewing the American Dream also collaborates with non-profit lenders, such as Accion Opportunity Funds, who provide various loan products and expertise. The program has provided $91 million in loans to 3,900 small businesses, coached more than 14,00 business owners across the U.S., and helped create an estimated 9,000 local jobs.
“We were really impressed by the pitches tonight, we do 10 to 15 of these a year and it was really obvious the passion from these entrepreneurs today,” said Glanville.
Each company owner chosen to participate in this year’s regional competition in Detroit had two minutes to exhibit their product to a panel of distinguished judges representing some of the city’s most admired retailers, business experts, and media professionals.
This year’s panel of judges included Jennifer Jennifer Glanville from Brewing the American Dreams; AJ Williams, managing editor of Michigan Chronicle; Lyndsay Green, food critic at Detroit Free Press dining; and Kit Wanty Lambert, president of O&W Distributing.
The judges chose a winner based on the strength of the presentation, innovation, enthusiasm, and viability of the idea after hearing inquiries and giving participants comments on their presentations. Judges provided feedback to each business on constructing their brand’s identity, marketing and e-commerce, packaging, sales and distribution, and business financing.
Six Detroit-based emerging food and beverage businesses took the stage to persuade the judges that their product and growth vision is worth the cash prize and mentoring award investment.
The following is a list of this year’s contestants:
- JB’s Ice Pops
- Cruz Burgers
- Sisters on a Roll
- AZA Beverages
- Jetta’s Gourmet Popcorn
- Raphael’s Donuts
Ultimately, Magita Barbee’s Jetta’s Gourmet Popcorn won the judges over with her dedication since 1997 to craft a unique recipe for her product and express a clear message and vision for her business to expand locally and regionally.
For decades, Magita has provided Southeast Michigan with delectable goodies as a self-described fun food enthusiast.
“I feel amazing! When you work so hard, all those years and you can look back and just see the fruits of your labor,” said Barbee. “Working days and nights where I was super tired and didn’t have the energy in me, but what was in me kept me going.”
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