OSCEOLA — Five Iowa small businesses are getting a fresh boost after winning a combined $75,000 in state grants through the 2026 Open 4 Business competition, a Main Street Iowa program aimed at helping downtown businesses expand.
The finalists came from Clarence, Elkader, Marion, Fort Dodge and Newton and pitched their growth plans Monday evening in downtown Osceola.
The competition is part of Main Street Iowa, housed within the Iowa Economic Development Authority’s Downtown Resource Center. Iowa currently has 53 designated Main Street communities participating in the program.
The awards add to a broader stream of state and federal economic development funding flowing to businesses and communities across Iowa. NorthIowaToday.com recently reported on $7.6 million in Iowa economic development awards, including nearly $1.74 million for Northern Iowa projects.
Five Iowa businesses split $75,000
The 2026 Open 4 Business grant recipients are:
- Clarence — Demeter’s Market, $25,000
- Elkader — Styled Abode, $15,000
- Marion — The Purple Wagon, $15,000
- Fort Dodge — Bloomers on Central, $10,000
- Newton — Fuego Hot Glass, $10,000
Each finalist was given five minutes to pitch a business expansion strategy before a panel of judges.
“When a business grows, the impact reaches far beyond its front door,” Iowa Economic Development Authority and Iowa Finance Authority Director Debi Durham said. “That’s what I love about Main Street. It gives business owners the resources and relationships to take that next step, creating jobs, bringing new energy to our downtowns and making our communities better places to call home.”
Clarence bakery takes top prize
The largest award went to Demeter’s Market in Clarence, which received $25,000.
The bakery was opened in 2021 by Torrey Wilhau and offers cheesecakes, sourdough breads, caramel pecan rolls, cookies and other naturally leavened pastries.
The business currently relies on the kitchen at Wilhau’s mother’s cafe two doors away because Demeter’s does not yet have enough equipment to handle larger-scale production.
The new grant will help pay for a commercial convection oven, refrigeration, merchandising equipment and pastry cases.
The expansion is expected to allow Demeter’s Market to take on larger catering jobs and pursue opportunities to supply restaurants and grocery stores. A future food truck is also being considered as another avenue for growth.
“We do see large demand beyond just our community,” Wilhau said. “There’s endless opportunity for our business.”
Small business investment continues across Iowa
The Open 4 Business awards come as economic development agencies continue directing money toward startups, entrepreneurs and community projects across the state.
Earlier this year, NIT reported that the Iowa Economic Development Authority approved assistance for manufacturing companies, startups and community projects around Iowa.
Northern Iowa has also seen direct support for entrepreneurs. A federal rural business grant helped the NIACC John Pappajohn Entrepreneurial Center launch a new small business incubator program for North Iowa entrepreneurs, including a pitch competition for early-stage businesses.
And in July, federal officials announced more than $19 million in rural Iowa investments designed to support businesses, healthcare, emergency services and infrastructure.
19 businesses entered this year’s competition
This year’s Open 4 Business competition drew 19 applicants.
Twelve businesses advanced to virtual interviews with judges, and five were selected for Monday’s live final round.
Judges included Jacki Boldt, who leads the Goldman Sachs 10,000 Small Businesses program; business owner and developer Chris Deal; IEDA Chief Community Vitality Programs Officer Nichole Hansen; Osceola Mayor Thomas Kedley; and America’s SBDC Iowa State Director Austin Strawhacker.
More than 50 Iowa businesses helped since program began
Open 4 Business is now in its 12th year.
The program has awarded grants to more than 50 businesses since its creation, with funding administered through the Iowa Economic Development Authority’s Downtown Resource Center and Main Street Iowa programs.
The competition is designed to give small businesses in Iowa’s designated Main Street districts access to capital for equipment, expansion and other projects intended to strengthen downtown commercial districts.
For the five 2026 winners, the latest round of grants will now turn their pitch-night plans into real expansion projects across five Iowa communities.
(TOP PHOTO: 2026 Open 4 Business top winner Demeter’s Market, via Iowa Economic Development)