Fertile Ground

The team is excited to introduce Fertile Ground Brewery, one of the newest additions to the ELSEWORKS portfolio. Located in the heart of Belhaven Town Center, Fertile Ground has quickly become a local favorite, known not only for its high-quality craft beer but also as a vibrant community hub where culture and conversation thrive. Co-owned by Millsaps alum Matthew McLaughlin, the brewery’s vision for responsible and sustainable growth has been the focus of our collaboration, centering on market research, financing options, and identifying potential new locations across Mississippi.

To support these goals, our team conducted a comprehensive consumer survey, building on prior research led by Dr. Rawal’s marketing class. With over 600 responses, early insights highlight a promising opportunity within a market that’s growing rapidly yet remains relatively untapped—Mississippi ranks last in craft breweries per capita despite a nearly 36% increase in breweries since 2019. Fertile Ground, guided by Matthew’s vision and our data-driven strategies, is well-positioned to expand its presence and continue leading Mississippi’s craft beer scene with thoughtful growth.