How to pivot your family business and stay relevant even in difficult times
After many years of growing crops and raising animals, the Olander family realized they needed to make a change. They pivoted their farm’s focus to craft malt and grains for breweries, started investing in their social media, and made sure they were up to date with the regenerative agriculture movement. Learn about their story in the article below.
Root Shoot Malting is a 5th generation family farm and craft malthouse that supplies the Rocky Mountain region with craft malt and grains. After over 75 years of their family growing crops and raising animals on their farm, the industry experienced a major recession in the 1980s. The Olanders knew they had to try a different approach. They realized that there were no local malt options for small Colorado breweries and that they could address this niche by malting their farm’s barley. Root Shoot Malting is committed to the regenerative agriculture movement and is working to ensure that farmland remains available to grow grains for the beers and spirits of tomorrow.
“Build relationships that are meaningful. Most of our brewing and distilling customers have become close friends!”
Who are your customers? What is the main channel that attracts customers to your business?
Root Shoot Malting provides raw and malted grains to over 120 craft breweries and craft distilleries within Colorado. Most of our customers are attracted to our knowledgeable and responsive Root Shoot team and typically find us via word of mouth. Follow along Instagram, Facebook, and our website for a deeper dive into who we are.
Can you describe the trends you have seen with respect to sales in your business?
Our local brewers and distillers are small business owners and see value in working with other like-minded businesses. We frequently take part in community events, participate in local fundraisers, and patron our customers by imbibing their craft beverages. Sales are trending up and we have increased our malting capacity by 33% to grow alongside this industry.
How do you bring customers to your business and increase your sales?
1. Build relationships that are meaningful. Most of our brewing and distilling customers have become close friends!
2. Make appearances and frequent your customers. There’s value in a traceable product.
“Our highest reaching digital content typically involves photos of our small team and telling our farming story.”
What is your strategy when it comes to digital marketing?
Being transparent is imperative. Our highest reaching digital content typically involves photos of our small team and telling our farming story. We also try to keep our content current, posting videos with funny, trending audio, or a special Halloween series.
What advice would you give to your past self before opening your own business?
Roll with the punches and consider the future. Stay adaptable and open-minded and create a team who is cohesive.
Emily Olander is a co-founder at Root Shoot Malting, Colorado
*The purpose of this page is solely to provide information and should not be considered as financial advice
**Melio does not provide legal, tax or accounting advice; you should consult a professional advisor before making any financial decisions.
