Maxis Client Invests $34M in Fulton County Waffle Plant; Creates 162 Jobs

Georgia Governor Brian P. Kemp has announced that Batter Up Foods’ sister company, SatisPie, will invest up to $34 million as it expands its product offerings to include waffles and pancakes for businesses across North America. Headquartered in Rochester, New York, this marks the company’s first location in Georgia, which will ultimately create 162 jobs.

Batter Up Foods provides waffles and pancakes in flavors such as classic buttermilk, blueberry and chocolate chip to consumers through some of the nation’s largest grocery chains. The company’s sister affiliate produces take and bake pie products available in a multitude of flavors including apple, pumpkin, pecan, blueberry, cherry, peach, apple crumb, triple berry and sweet potato flavors under the SatisPie brand. Batter Up Foods’ baked and frozen goods are available nationwide through a variety of retailers and distributors under the retailers’ private label.

“Batter Up Foods is yet another American small business success story,” said Governor Kemp. “Their decision to bring their operations to our state is a testament to our outstanding workforce and pro-business environment; and I can’t wait to see the opportunities Batter Up Foods creates for the hardworking Georgians in the Atlanta area.”

Georgia’s robust workforce training programs and infrastructure attracted Batter Up Foods to Fulton County. Once fully operational, the improved 102,000 square-foot plant will have the ability to produce 580 million waffles a year.

“Getting this project to the finish-line in the midst of a delicate economy presented unique challenges that required significant teamwork and trust,” declared Maxis Senior Managing Director Tom Croteau. “Maxis was fortunate to work with great company management and legal representation whose professional excellence helped maximize benefits to Batter Up Foods with seamless finesse. Fulton County, Georgia Power, and the state of Georgia stepped up with hands-on assistance and meaningful incentives to bring this one across the tape in record time!”

Maxis provided significant upfront cash incentives for Batter Up Foods to offset new equipment expenditures, while negotiating long-term discretionary incentive benefits to minimize operational costs over multiple years. Al Nash of Fulton County Development Authority and Jim Woodward of Gray, Pannell & Woodward helped the company control bond costs while extending extraordinary flexibility for future growth. Hank Evans and Andrew Capezzuto with the state of Georgia’s Economic Development team reflected the entrepreneurial spirit of this client in their approach to getting the deal completed. Chip Watson of Avison Young and Brent Weitnauer, now with CBRE, marketed the former Kellogg’s plant on the real estate side. Special thanks to Adam Klein of Aprio and Ken Kraft of Parker Hudson for lending their support to Maxis on this project.

“We are thrilled to establish this food processing facility in Fulton Industrial Park which will produce top of the line breakfast items for the world-class retailers we serve, while reemploying hundreds of workers in this economically challenged area,” said Mike Pinkowski, CEO of Batter Up Foods.  “I would like to thank Georgia Governor Brian Kemp, the Development Authority of Fulton County and Georgia Power Company for the support we received to make this project possible during this critical economic moment.”

“We couldn’t be happier to welcome Batter Up Foods to Fulton County,” said Al Nash, CEO of the Development Authority of Fulton County. “Their long-term investment is a testament to our skilled workforce and attractive existing infrastructure, both of which will continue to prove critical in the coming months and years.”

“We’re pleased to welcome Batter Up Foods to metro Atlanta. The company will be a strong addition to our diverse ecosystem,” said Hala Moddelmog, president and CEO of the Metro Atlanta Chamber. “With such a major expansion, it’s clear that Batter Up Foods recognizes our region’s abundant resources — a skilled workforce, business-friendly climate, unmatched quality of life and much more.”

The Georgia Department of Economic Development (GDEcD) was represented in the competitive project by the Global Commerce division’s Assistant Director Hank Evans in partnership with Georgia Quick Start, the Development Authority of Fulton County, Georgia Power and the Metro Atlanta Chamber.

“We are proud that Batter Up Foods chose Atlanta as its new home,” said GDEcD Commissioner Pat Wilson. “They found the ideal location to begin operations, and we appreciate our economic development partners in this project. We look forward to Batter Up Foods’ long-term success in their new Georgia home.”

Based in Charlotte, N.C., Maxis Advisors is a highly-skilled site selection and negotiated incentives company that helps clients in various industries including manufacturing, logistics, technology, financial, and real estate development to maximize opportunities. For more than 20 years, Maxis Advisors has built a strong reputation serving clients, working in over 40 states, and helping companies grow through projects resulting in more than $10 billion in capital investment and 9,500 jobs.


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