Food Service & Agriculture, Marketing, PR & Advertising, and Nonprofits

Brewery partners with nonprofit

May 25, 2018
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New Holland Brewing Community Tap bar beer taps
Courtesy New Holland Brewing

A brewery has begun a year-long partnership with a nonprofit.

New Holland Brewing has named Samaritas, a faith-based human social services agency, as its Community Tap nonprofit partner. The relationship started earlier this month.

“Samaritas makes an impact across our community in many important ways to the New Holland family,” said Brett VanderKamp, New Holland president and owner. “Our team understands the need for the community to rally around vulnerable kids, families and seniors.

In this inaugural partnership for The Knickerbocker location, at 417 Bridge St. NW in Grand Rapids, there is a bar tap dedicated to the agency. The servers wear Samaritas T-shirts and buttons, and the store features a banner promoting the organization. Also, New Holland’s placemats feature Samaritas.

During the collaboration, the organization’s staff are present on Saturdays and talk to customers.

Samaritas will be involved with New Holland in a number of other events throughout the year, such as the Hatter Golf Outing on June 8.

The Holland location is helping the nonprofit in other ways, such as with the organization’s back-to-school program.

The Knickerbocker staff received training about Samaritas, so they can speak with customers about the organization’s work. The team also volunteered at the local Samaritas senior community.

“With its deep roots in West Michigan and devotion to creating craft, local products, New Holland is an ideal partner for Samaritas,” said Sam Beals, Samaritas CEO. “We are thrilled to partner with New Holland as its nonprofit partner. We are both authentic Michigan, with sincere Midwest roots driving heartfelt impact to all we come into contact with.”

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