In Walker's Point, new Fuel Cafe's Neighbors will include Juiced and Proximity Malt - Proximity Malt

In Walker’s Point, new Fuel Cafe’s Neighbors will include Juiced and Proximity Malt

Proximity Malt, 03-10-2016

 Fuel Cafe’s neighbors at its new location in Walker’s Point will include a growing juicing company and a start-up brewing supplier.

Fuel Cafe announced last week that it will open in summer in a building that Mark Lathers’ Denmark LQ is redeveloping at 644 S. 5th St. One of Fuel’s neighbors in the building will be the Kubala Washatko Architects’ UrbanLab studio.

Other neighbors will be Proximity Malt, a new business that will supply malt to craft brewers, and Juiced, a juicing company now at 1749 N. Farwell Ave.

“I couldn’t be more delighted with that mix,” said Lathers, who also is vice president of Kelly Construction & Design.

Jason Lannoch, who owns Juiced with business partner Brad Paradeis, said he hopes to move the business to Walker’s Point in May. The new space will give Juiced more than twice the room it has on the east side, with a much larger production area.

“We’ve outgrown this space — for some time now,” he said of the Farwell storefront.

Like the Farwell location, the S. 5th St. building will have a shop stocked with bottles of juice for walk-in customers, but the bulk of Juiced’s sales are to wholesale accounts, Lannoch said.

Juiced’s cold-pressed products are sold in the Balistreri Sendik’s grocery stores and Outpost Natural Foods cooperatives, among other grocers and shops. Customers also include sports teams in Wisconsin — including the Packers, Bucks, Brewers and some college teams, Lannoch said.

Juiced will continue to offer delivery, which is free to customers downtown.

Lannoch started the business as a one-person operation in 2012, selling juices from a roving food trailer painted with juice-drinking superheroes. In 2013, he opened the storefront on Farwell. Juiced now has six employees.

Proximity Malt, which launched last year, is dedicated to building malting plants closer to craft brewers. It plans to open a small headquarters plus research and development operations on S. 5th St.

Amy Germershausen, vice president of marketing and sales, said the company’s collaboration center on S. 5th will have scaled-down versions of equipment that will be in the malting plants Proximity is opening next year in Delaware and Colorado.

After developing a line of products, Germershausen said, Proximity ultimately will work with craft brewers on custom recipes. The company also would supply malt to small food producers.

Eventually, the location would have a small retail section for home brewers, Germershausen said.

Story By: Carol Deptolla, Milwaukee Journal Sentinel

March 2, 2016


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