Cultivating a Craft

By: Matthew McLaughlin Conner Reeves Matt Jeffries
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  • Summary

  • Cultivating a Craft is a real time account of the launch of Fertile Ground Beer Co., a brewery-in-planning in Jackson, Mississippi set to open in 2021. In each episode, the founders of FGBC take you on their journey and highlight integral facets of opening any startup business including defining your “why”, building a team, and developing a brand. This 10 episode season starts with the idea of a brewery, and ends with the sharing of a cold beer in the newly-opened Fertile Ground Beer Co. taproom. Join us as we discuss the journey from start to finish.
    Copyright © 2021, Fertile Ground Brewing Company, All Rights Reserved.
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Art Economics Food & Wine Leadership
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Episodes
  • Our Ethos and Core Values

    Our Ethos and Core Values
    Feb 4 2022

    The Fertile Ground Team unpacks the ethos and core values of the company and describes how these concepts drive the decision-making and planning for the brewery. Cultivating a community is a focal point at the brewery, from engaging people in the tri-county area around Jackson, Mississippi and inviting travelers who stop at the brewery on their way elsewhere.
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    30 mins
  • Creating a Space

    Creating a Space
    Jan 5 2022

    With construction underway, the Fertile Ground Beer Co. team discuss the planning and details of the taproom and brewing area that comprise the brewery building. Alli Smith, interior designer for the brewery, shares her vision for creating a space for patrons to enjoy beer in a contemporary atmosphere.
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    30 mins
  • The Fertile Ground Beer Thesis

    The Fertile Ground Beer Thesis
    Nov 10 2021

    While enjoying a round of pints, Matty, William, Conner and Matthew discuss beer trends and their favorite styles. The team also reveals the “what” and the “why” for the beers Fertile Ground Beer Co. will offer. From year-round crispy favorites like lagers and pilsners, to seasonals and sours, the founding team share their “beer thesis” that will define the trajectory of the brewery.
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    26 mins

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