Three Business Expansions Create 82 New Jobs in West Michigan

MEDC Communications

Thursday, February 29, 2024



LANSING, Mich. -- Today, Governor Gretchen Whitmer announced three business expansion projects expected to create a total of 82 new jobs and generate a total capital investment of $49.5 million have received support from the Michigan Strategic Fund. The projects are in Kentwood, Holland and Plainwell.

“Today’s investments will create 82 good-paying jobs and invest nearly $50 million into communities in West Michigan, building on our economic momentum,” said Governor Whitmer. “I applaud these companies for their decision to invest here in Michigan. Let’s keep working together to win projects that bring good-paying jobs to every region of the state. Together, we will keep growing our economy, helping businesses expand, and building a bright future for Michigan.” 

“Today’s investments highlight the strength of our agribusiness, manufacturing and tech industries, and underscore Team Michigan’s commitment to delivering long-term economic growth for all Michiganders,” said MEDC Sr. Vice President of Regional Development Matt McCauley. “We are grateful to the Governor, legislators and local partners for their continued support of our efforts. We remain proud to work with companies that are making a difference by bringing job creation and providing economic support, proving that Making it in Michigan is the right choice.” 


Snackcraft Creating 37 New Jobs and Investing $29.9 Million in Kentwood 

SnackCraft LLC is a gluten free, allergen controlled contract manufacturer of baked and salty snack foods based in the city of Kentwood (Grand Rapids) and is a subsidiary of Greece-based Unismack S.A. SnackCraft was established in Kentwood in 2022 as Unismack’s first North American manufacturing operation and its U.S. headquarters. SnackCraft is experiencing rapidly increasing demand for its products and already plans to expand at its existing location. 

First established in Greece in 2008, Unismack specializes in R&D and the manufacture of high-quality, natural baked snacks which are free from allergens and artificial ingredients. SnackCraft’s products include baked crackers, tortilla chips, pellet snacks, and baked extruded snacks made of unique ingredients like lentil flour, chickpea flour, vegetable flours, wholegrain corn, various seeds and other innovative natural ingredients.  

To underpin SnackCraft’s current growth strategy, the company plans a 186,000-square-foot expansion that will result in a total of 311,000 sq ft of manufacturing, warehousing and distribution space. The project is expected to generate a total capital investment of $29.9 million and create 37 new jobs with the support of a $400,000 Michigan Business Development Program performance-based grant. Michigan was chosen over a competing site in another state due to the company’s strong existing customer base and access to a strong labor pool in the state. 

“The expansion demonstrates our commitment to the area and enables the future growth potential for both existing and new customer opportunities, as well as securing SnackCraft’s long term food manufacturing platform,” said Snack Craft CEO Joseph F. Riley

This project will further boost Michigan’s agribusiness industry and bring immediate well-paying jobs to the area as SnackCraft grows its hub for the company’s future operations in North America. 

“I connected with SnackCraft in early 2022 when they were in the process of establishing their first North American operations here in Kentwood,” said Brent Case, VP of Business Attraction at The Right Place and project lead. “Being part of their journey, from the initial stages to witnessing their exponential growth in our region since the opening, and now helping with their expansion just over a year later, has been an incredible opportunity. I’m excited to see what’s in store for them moving forward.” 

"Today's announcement from Snack Craft showcases why Michigan continues to be a destination for food and agriculture opportunities," said Tim Boring, director, Michigan Department of Agriculture and Rural Development. "This expansion of Snack Craft will add manufacturing, warehousing, and distribution space and support 11 new full-time production lines while creating 37 new jobs. This investment is the type of capacity building MDARD is encouraging and supporting for businesses across Michigan. With Governor Whitmer's support and leadership, we will continue to create new opportunities for food and agriculture producers looking to make their products here in Michigan."

The city of Kentwood has offered a 50-percent property tax abatement in support of the project.

“The city of Kentwood is proud of our open for business culture and our commitment to collaborating with local, national and international companies to create jobs and foster economic growth in our community,” said Kentwood Mayor Stephen Kepley. “SnackCraft has been an excellent community partner, and we’re delighted to see the company continue to expand its operations and workforce in Kentwood and look forward to celebrating their continued success.”  


Profielnorm USA, LLC Creating 32 New Jobs and Investing $7.5 Million in Plainwell 

Profielnorm USA, LLC, based in Kalamazoo, is a subsidiary of Profielnorm B.V., a family-owned Dutch mezzanine flooring specialist company. The parent company established the Kalamazoo office in 2023 to grow its U.S. presence. The company now plans to construct its first U.S. manufacturing facility in a newly created industrial park in the city of Plainwell, where it can onshore the production of its U.S.-destined mezzanines and continue growing its U.S. and North American market share. 

The project is expected to generate a total capital investment of up to $7.5 million and create up to 32 jobs with the support of a $320,000 Micro Michigan Business Development Program performance-based grant. Michigan was chosen for the project over a competing site in Georgia for the quality of state’s workforce. The project will bring high-wage manufacturing jobs to the region and will position the company for future growth and investment in Michigan.  

“This expansion to Plainwell is a very exciting new chapter for Profielnorm USA,” said Profielnorm Managing Director Henry Dingemans. “We appreciate the warm welcome we have received from Plainwell, and look forward to continuing to grow our partnership.” 

The city of Plainwell anticipates approval of a 50-percent property tax abatement in support of the project. The MEDC also authorized a State Education Tax abatement to be used in conjunction with the locally approved abatement. Information on careers with Profielnorm can be found here. 

“Lakeshore Advantage is thrilled to be a partner in Profielnorm’s expansion,” said Lakeshore Advantage President Jennifer Owens. “This family-owned business, with locations throughout the world, chose Plainwell for their growth because of our skilled, dedicated, and hardworking labor force. We will continue to work side by side with Profielnorm to ensure our community continues to be their choice.” 


Uniform Color Company Creating 13 New Jobs and Investing $12 Million in Holland 

Uniform Color Company, a producer and full-service provider of high-performance color and additive masterbatch for thermoplastics and services customers in the automotive, furniture, packaging, and industrial industries among others, is expanding in the city of Holland

Founded in 1981 and headquartered in Holland, Uniform Color currently employs 192 Michigan residents. The company is experiencing continued growth and plans to construct a 25,000-square-foot expansion at its Holland headquarters that will allow the company to add new machinery and equipment.  

The project is expected to generate a total capital investment of $12 million and create 13 jobs with the support of a $195,000 Micro Michigan Business Development Program performance-based grant. The company chose Michigan for the project over existing sites in Mexico and Pennsylvania because of the synergy and ease of incorporating production lines at a facility that has talent and resources readily available. 

Uniform Color considers retaining and upskilling its employees a priority and promotes from within whenever possible. Leadership staff is approachable and encourages staff to cross train to maximize available talent. The company also utilizes Michigan Works! to reach local talent and help employees obtain access to its facility for career positions. The project will bring good paying career jobs to the region and will position the company for future growth and investment in Michigan. 

“This project will create new jobs for our community and our state and add to our economic health and quality of life,” said Holland City Manager Keith Van Beek. “We appreciate the partnership with the state of Michigan to make this project possible.” 

The city of Holland has offered a 50-percent tax abatement in support of the project and MEDC also approved a State Education Tax abatement to be used in conjunction with the locally approved abatement. Information on careers with Uniform Color can be found here

“Our skilled manufacturing workforce continues to shine and attract expansions like Uniform Color Company’s,” said Jennifer Owens, president of Lakeshore Advantage. “We proudly welcome their expansion and are grateful for their contributions to our region’s economy which will benefit the entire community. Stories like this showcase how our region's talent, quality of life, and business climate make us an ideal location for forward-thinking companies to grow.” 

“The city of Holland is very pleased that Uniform Color chose to expand its operation in our community, providing new investment and additional job opportunities,” said city of Holland Community & Neighborhood Services Director Mark C. Meyers. “They could have chosen to expand out of state or out of country.  This is a win for both the company and our residents and a reflection of the highly skilled, dedicated work force who choose to live, work, and play here.” 


About Michigan Economic Development Corporation (MEDC)

The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business development, job awareness and community development with the focus on growing Michigan’s economy. For more information on the MEDC and our initiatives, visit For Pure Michigan® tourism information, your trip begins at Join the conversation on: Facebook Instagram LinkedIn, and Twitter.