Local businesses have a new promotional tool: The Catholic Commerce Directory

Initiative spearheaded by UTG at Work apostolate aims to promote community of 'Catholic and Catholic friendly' businesses

DETROIT — While contemplating an initiative to support the local Catholic business community, Deacon Mike Houghton experienced a bit of divine providence. He got a phone call from a local sales professional, John Hollowell. Hollowell was offering his services to support the Church.

Now the two are working together to launch a new directory for Catholic businesses in southeast Michigan. Called the Catholic Commerce Directory, the online resource will provide listings of Catholic-owned businesses, or businesses wanting to serve the local Catholic community.

About three decades ago, the organizers of the Archdiocese of Detroit’s Mass for Commerce tried to put together such a directory, Deacon Houghton said.

“It was a manual thing, and it never really took off,” he said.

But recently, the initiative has been given new life through the UTG at Work apostolate. An outgrowth of the former Detroit Archbishop Allen H. Vigneron’s pastoral letter “Unleash the Gospel,” UTG at Work is a nonprofit focused on helping Catholics to live their faith and introduce the Gospel in the workplace.

“We had been contemplating if we could get this thing up and running,” said Deacon Houghton, executive director of UTG at Work. “Developing the directory is one thing, but promoting it is another. I don’t have the time to do it.”

That’s where Hollowell came in. After spending most of his professional life in industrial sales, Hollowell was looking to wind down his career. Recently self-publishing a book about his faith journey, Playing in the Sandbox, he was inspired to change direction. “I thought this was time to increase my participation in programs to support the Church,” he said.

Since then, Hollowell has been contacting local businesses using parish bulletins.

“One of our associates provided us with a list of all the parish bulletins throughout the archdiocese,” he said. “I am reaching out to the folks in those directories. We do have some interest. It is a tedious process, but a good one.”

In the next six months, he hopes to have between 30 to 50 businesses participating.

“If you look at what it costs to be in a single parish bulletin, it can easily be $50 a week for an eighth of a page ad,” Hollowell said. “One gentleman told me he was spending $12,000 a year on bulletin advertising.”

Hollowell doesn’t see the Catholic Commerce Directory as competing with bulletin advertising, but as supporting it.

“The CCD allows a business to expand its reach, if a business is in the directory and in the parish bulletins, and vice versa,” he said.

Hollowell was surprised by how most businesses have reacted to his calls.

“Cold calling is not something that is very effective anymore, but when people stop and listen to what I have to say, they are interested," he said. "It provides credibility to what Deacon Mike is talking about (through UTG at Work). People want the encouragement to be able to profess their faith. It’s been an eye-opener for me.”

Proclaiming one's faith — even in the business community — is “an important part of what it means to be Catholic,” Deacon Houghton said.

“The whole reason UTG at Work exists is because Jesus gave us the great commission to go and make disciples, and he didn’t ever say it was going to be easy. He didn’t say we had an excuse not to do it at work. Or at a school board meeting. Or at a poker club," Deacon Houghton said. "We believe as Catholics and Christians that we need to promote ourselves to others saying, ‘Hey, I do this because it is who I am. It defines me. It is something that is important to me.’ What we find over and over again is that people come out of the woodwork to say, ‘I am Catholic too. I was just afraid to say it.’"

Businesses do not need to have a Catholic owner to participate in the directory, Deacon Houghton is quick to add.

“That was one of the things we tried to be careful about. It’s Catholic or Catholic friendly. In other words, if you want to advertise your business to Catholics, you are welcome to do that. We are not trying to discriminate in any way,” he said.

Businesses interested in being listed in the directory can choose from three levels. The entry ("Member") level costs $50 annually, including some advertising and promotional support. The second level ("Supporter") costs $250, offering a greater level of promotional support. Those who choose can become a UTG at Work Corporate Partner for $1,000, which includes the same benefits as other levels, as well as consultation on how to implement UTG at Work recommendations, Catholic formation for corporate leaders, employee workshops and conferences, and more.

Business owners who have already signed on are enthusiastic about the potential. Vanessa Denha Garmo, a leadership development coach and founder of Epiphany Communications, is an early adopter.

“Being listed in the Catholic Commerce Directory is not just about marketing and networking — it's about mission," Denha Garmo said. "This directory is an intentional act of aligning a professional presence with our Catholic identity and contributing to a broader vision of business as a force for good, truth, and faithful service. It’s about faith-aligned networking, building trust and credibility, evangelizing through work, increased visibility in the faith community, and spiritual encouragement. It's a valuable resource.”

Rami Jamil, owner of Next Door Lending, believes the CCD can provide “resources and opportunities” for both consumers and businesses.

“I’m honored to be a part of the Catholic Commerce Directory," Jamil said. "Being Catholic is the main and most important part of my life, so it was an obvious choice to join. For me, ‘Catholic’ comes before my title in everything that I do, including work.”