For countless entrepreneurs with a groundbreaking beverage concept, the journey from a perfected recipe to a product on the shelf often ends abruptly at the factory door, where prohibitive minimum production runs create an insurmountable financial barrier. This industry standard has long stifled innovation, leaving promising startups in a perpetual state of limbo. However, a Michigan-based company has systematically dismantled this obstacle, creating a vital launchpad for new brands by championing a “small-batch” philosophy. The Good Trade Depot has emerged as a crucial partner for nascent beverage companies across the United States, offering an integrated solution that covers everything from production to fulfillment. By filling a significant void left by large-scale contract manufacturers, this firm is not just producing drinks; it is cultivating the next generation of beverage industry leaders and redefining the path to market.
A Niche Carved from Necessity
The core of The Good Trade Depot’s disruptive model lies in its willingness to cater to the needs of startups, a segment largely ignored by established co-packers who often require minimum orders of 30,000 to 60,000 cans. This volume is an impossible commitment for founders with limited capital and an unproven product. The Kalamazoo firm’s approach is fundamentally different, offering production runs as low as 2,300 cans. This strategy dramatically de-risks the launch process, empowering entrepreneurs to conduct market tests, refine their formulas based on consumer feedback, and generate initial sales without being buried under a mountain of inventory and debt. This unique value proposition has resonated deeply within the startup community, turning the company into a national beacon for beverage innovators. Approximately 95% of its clientele comes from outside Michigan, drawn by the firm’s reputation for being one of the only accessible entry points into the market for new brands.
Further amplifying its appeal is a comprehensive, “one-stop-shop” service model that extends far beyond simple production. The company acts as a hybrid contract manufacturer and third-party logistics (3PL) fulfillment center, managing nearly every aspect of the supply chain. Clients can rely on The Good Trade Depot for co-manufacturing their specific formula, canning and packaging the final product, warehousing both raw materials and finished goods, and handling order fulfillment directly to retailers or consumers. This holistic approach is invaluable for small startup teams who often lack the personnel, infrastructure, and expertise to manage these complex logistical operations independently. By consolidating these functions, the firm simplifies the entire process for its partners, enabling them to dedicate their limited resources to the critical tasks of brand building, marketing strategy, and sales growth, which are the true drivers of a successful launch.
An Unconventional Entrepreneurial Path
The company’s journey was not a meticulously planned venture but an organic evolution guided by entrepreneurial agility and a keen eye for opportunity. Founder Matt White’s story began far from the world of beverage manufacturing, starting in 2017 in his garage where he resold liquidated merchandise from Amazon on eBay. This initial enterprise provided a hands-on education in the intricacies of e-commerce, supply chain management, and logistics, building a crucial, albeit unconventional, foundation for his future business. This experience in navigating the complexities of warehousing, shipping, and online sales would prove instrumental in developing the integrated service model that now defines his company. It was a classic case of identifying a problem through adjacent experience and adapting his skill set to create a targeted solution for an entirely different industry.
The definitive pivot occurred in early 2020 when two key contracts set the company on its current trajectory. The first was a warehousing and fulfillment deal for Kentaste, a Kenyan coconut oil company, which expanded White’s expertise in managing logistics for consumer packaged goods. The second, and more transformative, partnership was with Roast Umber, a Grand Rapids-based coffee company. As White began assisting them with canning their nitro cold-brew coffee, he gained direct, practical experience in the beverage production process. This hands-on involvement unveiled the significant gap in the market: small, ambitious brands desperately needed manufacturing partners who could accommodate their scale. This progression from general logistics to specialized beverage co-packing was not a grand design but a response to a clear and present market need, demonstrating an ability to recognize and seize an emerging opportunity.
Rapid Expansion and Strategic Team Building
The company’s growth trajectory has been nothing short of explosive, mirroring the high demand for its specialized services. The operation quickly outgrew its garage origins, moving first to a 3,000-square-foot commercial space. In a major strategic move in February 2024, The Good Trade Depot began leasing a 19,000-square-foot facility in downtown Kalamazoo, occupying the former brewing space of Arcadia Ales that had been dormant since 2019. This substantial expansion provided the necessary capacity to serve a growing roster of national clients. Yet, even this new space is proving to be a temporary home. With growth continuing at a breakneck pace, the company is already planning its next phase: the construction of a custom-built facility of at least 30,000 square feet. This future plant is envisioned with dedicated production areas for both small and large orders, signaling a clear ambition to scale alongside its clients while attracting new business.
Recognizing that sustainable growth requires more than just physical space, White has strategically transitioned the business from a one-man operation to a professional organization built on specialized expertise. A pivotal hire was Amber Johnson, who joined as the Director of Engineering. An industrial engineering graduate with six years of experience in lead forecasting and data analytics at Anheuser-Busch, Johnson is credited with developing sophisticated production strategies and continuous improvement systems. The team was further strengthened by Caelan Deater, a graduate of Western Michigan University’s Sustainable Craft Brewing program, who serves as Director of Brewing and Mechanical Maintenance. This deliberate focus on recruiting skilled professionals with deep industry knowledge and technical proficiency underscores a commitment to operational excellence, ensuring the company can deliver high-quality results consistently as it continues its rapid scaling journey.
The Future of Beverage Innovation
The diverse and trend-forward products that pass through The Good Trade Depot’s facility serve as a testament to its role as an enabler of innovation. The company handles a wide array of non-alcoholic beverages, including coffees, juices, energy drinks, protein drinks, and functional beverages formulated with specific nutritional benefits. Among its clients are 67 Water, a purified water brand that cleverly capitalized on a social media meme to target a younger demographic, and Circle House Coffee, a Miami-based nitro cold-brew brand owned by former NFL player Stephen Tulloch. The firm’s versatility is further showcased by its work on more experimental projects, such as a test batch of canned bone broth for dogs and an initial production run of Fizzy Moo, a flavored, carbonated milk beverage concept. This eclectic mix demonstrates the company’s ability to support creativity and capitalize on emerging consumer trends, particularly the growing preference among Generation Z for unique, non-alcoholic options.
Ultimately, The Good Trade Depot successfully established a defensible market position by providing essential, small-scale manufacturing and logistics services that the broader industry had overlooked. This model fostered a symbiotic growth path where the success of its startup clients directly fueled its own expansion. The company’s future strategy aims to maintain its core mission of supporting “the little guys” from their first production run while also leveraging its growing capabilities to take on pilot projects for established corporations. The planned expansion into a larger, self-built facility represents the critical next step in this strategy, a move that promises to increase capacity and enhance efficiency. In doing so, the firm has cemented its role not just as a contract manufacturer, but as an integral part of the entrepreneurial ecosystem, fueling innovation one small batch at a time.
