75: Anthony Catalano and Dale Hughes, Blending great coffee with local soccer

Episode Transcript
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James Tsismanakis (00:00):
Hello, welcome to DeKalb Talks Tourism.
This is going to be anunbelievably special show for me
because we're going to tie incoffee, cold brew coffee, which
is going to be something I'mgoing to learn about today

(00:20):
because I've found out nowthat's not iced coffee, and
soccer.
So with us, we have two guestsin our room, Anthony Catalona.

Anthony Catalano (00:29):
Catalano.

Catalano.
With Greek, I've got to getthis right.
Catalano.
And Dale Hughes.
Welcome to the show.
You know, for the last 30minutes or so, we've been
talking one of my passions,coffee.
So what we can do is just pickup from there.
But welcome.
Tell us a little bit aboutyourself and then let's Let's
get into the fun

Dale Hughes (00:49):
coffee.
Well, I'm Dale.
I'm a native Georgian.
I'm from southwest Georgia, butI came to Atlanta, to Emory in
1979, and I never left.
I've had about three differentcareers, and the career I'm in
right now is coffee.
We're in the coffee business.
We roast our coffee.

(01:09):
We're a local craft producer.
We have it in a lot ofdifferent locations, stores,
some retail stores that we own,other people's retail stores,
and I have a passion for coffee.
And the reason I have a passionfor coffee was because in 2012,
when I was thinking aboutwhat's going to be the next
thing I do as I grow up, and Isay that laughingly since I'm

(01:30):
64, what's the next thing I'mgoing to do when I grow up I
said you know what I think thatwe as communities people
businesses need to learn how tocome together and if I wanted to
get to know you what is the onething I say to you what's that
idiom what's the thing I say toyou and you know what I mean I
just look at you and I say heylet's grab a cup of coffee and

(01:50):
you know immediately whether youdrink coffee water or tea that
I want to get to know you so in2012 I said you know what I
don't know a thing about coffeebut I'm forming a company and
we're calling it common groundscoffee and out of common grounds
coffee we've developed a lot ofbrands which includes the
apotheos brand that we're goingto talk some today about with

(02:10):
with the soccer and and itincludes some of our other
brands that we either whitelabel or toll roast or that we
put out like our champions brandor our just different brands
where we try to use it in thepower of community to help each
other and so in 2012 i said i'mgoing to learn about coffee and
i went about trying to find thebest coffee roasters in atlanta

(02:32):
I found one in DeKalb and Ilearned everything I could from
them and then as I'm drinkingall that coffee and I brought
you some today too I don't knowif I paid attention to it but
it's from our bakery I said youknow what we better have a
bakery too so we got where's thebakery bakeries in Marietta but
we also have locations and itsells throughout Atlanta as well

(02:54):
and we're pretty well knownbakery we've got a lot of
celebrities that call us fortheir high-end cakes and we can
do anything we can do it from ifyou just walk in and want a
good snack to if you want tohave freddy falcon on the well i
don't know what it was 75thanniversary recently we did
freddy falcon in a cake form forthe falcons that's cool so but

(03:17):
i'll tell you about coffee andi'm telling when you're ready
i'm gonna fill a cup up for youwith some cold brew and i'll get
into that if you want me todefinitely i

know we met uh when you told us about your
professional soccer team butyeah tell us about yourself

yeah sure sure i'm uh originally from a small
town in Virginia calledLynchburg Virginia and kind of
trickled my way down to thesouth I played at Elon
University in North Carolina andthen I was fortunate I had a
professional soccer career withstarting with the Charleston
Battery actually back then funnyenough that in 2006 when I was

(03:51):
with them we were the team therival at the time to the
Silverbacks so we ended upopening up Silverback Park
Stadium against the CharlestonBattery so um Played with them
for about two and a half years.
Had some opportunities to go toEurope and get some tryouts.
Very tough to make it overthere in Europe, especially at

(04:13):
some of the lower divisions.
And then I retired with a teamback in Virginia with the
Richmond Kickers.
And so after I retired fromsoccer, I really just picked
Atlanta because I had formercollege teammates that were
here.
And I was always coming here inoff seasons and kind of hanging
out.
And so I decided to pick up andmove.

(04:33):
I've been here ever since forabout close to 17 years.
Passion for the game offootball and soccer has really
made me who I am in terms of thecharacter and the quality.
I think it's an incrediblesport that teaches so many life
lessons.

(04:54):
In 2020, I said, what's a waythat I can get involved and
provide a platform back foryoung men, young players to have
the aspiration to go pro.
And that's when I partnered upwith Dale and we came up with
this crazy idea of, well, let'sget a football club and let's

(05:15):
brand it out of Apotheos.
And so that's kind of how thatwas born.
So did

you have a coffee passion before?
I know you had the soccerpassion, football passion.
Did you have a coffee passiontoo, or it just kind of
happened?

No, I wasn't a passionate coffee person per
se, but I felt so connected toDale and the Hughes's in terms
of the brand and what they weretrying to do and how they were
trying to impact community thatI felt like it was just a great
opportunity to extend thatthrough sport.
And what better sport than asport that speaks all languages,

(05:51):
right?
That is the global sport.
And I'm sure you two can talk alot about how coffee is that
same kind of common ground,right?
Definitely.
So I felt like there was thiskind of kindred spirit between
the Huses and the Catalanos andsport and soccer and coffee that

(06:11):
we could really do somethingvery special and cool,
especially here in Atlanta.
And kind of knowing where thekind of projections of the
growth of the game are going tobe over the next decade, we knew
that we had an opportunity tokind of do something really
cool, change a lot of people'slives, not only players, but

(06:32):
also anybody that comes andworks for us.
We give them that opportunityto gain the experience, become
better human beings, be betterpeople, be better in their
communities, and I think thesport really drives a lot of
that.

Very interesting.
Very cool.
We'll tell you how importantcoffee is to this organization,
which meaning me.
I have three different coffeesections in this one little
office.
And then we have the firstmobile podcast studio in America
for Convention and VisitorBureau, our destination.
In the back of it, Monica hadto put in...

(07:10):
Our fourth type of coffee, andit's the Keurig.
So in our mobile podcaststudio, you can get a cup of
coffee in the back of it.
Nice.
So tying in coffee withtourism, I do love to have
coffee meetings.
Like you said, I love to...
Even in my office, it's set upto have a meeting around coffee
or tea.
We also have hot tea for theafternoons.

(07:31):
But tell us a little bit abouthow you got in.
We heard your passion forcoffee, why you got into coffee.
So...
Take it away.

It goes back to 2012, then I'll bring it forward
to now, and in the periodbetween now and going back to
2012, when I met the Catalanos,I actually went up to Lynchburg,
and I was looking at somedowntown redevelopment they were
doing there.
One of that's important is, asI look at what we're doing with
our roastery and where we're setup now, we're in a historic

(08:06):
church.
It's a church that's beenconverted to a new use, an 1800s
church, and And we said, hey,let's take this church and let's
do something which wasoriginally created for it,
brings people together.
So let's let it use this coffeebecause coffee is the second
largest traded commodity in theworld, okay, behind all.

(08:26):
So coffee touches 85% of thepeople in this world every day.
And I said, so we can have aconversation around coffee.
And what I know about coffee asa roaster and a manufacturer
is, hey, why don't I take someof the gross profits off of this
and why don't I show people howto create a flywheel effect to
where if you're buying my coffeeI can go in and help you with

(08:50):
an issue you have let's say yourschools and we do this and we
call it hunger as a choice let'ssay your schools have a sector
of kids who can't pay theirlunch bills well we'll take and
we'll shave some of that off andpay their lunch bills let's say
your kids want to know hey Idon't want to go the college
route I want to go I want adifferent career we teach them
to roast we can teach them tobake we can teach them to be a

(09:10):
barista we can show them allalternatives.
We can also look at it, this isfrom my son, and it's a passion
that Anthony has as well, butwe call it the Champions
Program.
We can say, hey, we know that akid, if they go into a sport
program or an art program, andthis is how we got Nick
Allenwald, we were talking aboutthat earlier, we know they go
into one of these programs, theydo better in life.

(09:32):
They just, good things happen.
So we call it Champions, sowe're like, okay, if we sell
this labeled bag, or if you sellthis in the shop, we're we'll
take a portion of the proceedsand we'll put it into their
player packs.
We'll put it in the millionband.
We'll put it in them into beingan art and we'll support them.
And it all goes back to thethesis of 2012.

(09:54):
And the thesis is we have morein common that we don't have.
We have more unity thandisunity.
How can we talk about thethings we have in common and how
can we show that together,there are five of us in the room
now, together we're just a lotbetter.
And eventually we startedthinking about our roasting
techniques can i talk about thatfor a minute sure okay so

(10:16):
You're going to try my cold brewin a minute, and we're going to
talk.
I'm going to drink this coffeehere.
Yeah, you drink the bad stuff,and then we'll replace it with
the good stuff.

Before you go on, can a 61-year-old go
through this kid training tolearn how to make coffee?

Absolutely.
We can work you through this sofast, it's easy.
And that's the beauty of beingsmall batch craft and the care
we take with it.
But really good roasters.
What I learned, and I reallydid find some great roasters,
and I sat at their feet, and Ilearned learned everything I
could, just very humbly.
And a really good roasterunderstands that it's a lot like

(10:53):
popcorn, that there are twocracks as you go through it.
The first crack releases thewater.
So you listen to that firstcrack, the water goes out.
And so there's that bean.
And the second crack, if you gothrough it, is when amino acids
release.
And there are three of them.
I pulled the medical studies,honestly, the most I can call

(11:13):
them.
They're just these hugestudies, 100-page studies about
those amino acids.
That's what creates theacidity, okay?
So it's the amino acids, theacidity.
So when a consumer tells me,oh, that coffee tastes a little
bit bitter, they're just sayingit's acidic.
And to overcome the bitterness,they're putting in a lot of
sugar probably or a lot of milk.

(11:33):
So that's why you have a lot ofcoffee drinks that are heavy on
milk, heavy on sugar, becausethey've roasted it through the
second crack.
The reason you would roast itthrough the second crack is
shelf life.
If you're a big, big roaster,not a local craft roaster, and
you know you got to get it toCalifornia, and you know it may
be in a truck for two weeks, andthen it may be in a warehouse

(11:54):
for two weeks, and then it maysit on the shelf for two weeks,
and then you're starting torealize this may have to sit
somewhere for a year.
We tell you, come local.
Buy a 30-day supply.
We'll drive it over to you.
So I'll drive it to you.
I'll have someone drive it toyou every two weeks.
I tell you, don't buy more thanyou need.
If you go through a pound aweek, five pounds a week, buy

(12:16):
that.
Keep it fresh.
So our shelf life, if we'rehitting 90 or 180 days, is fine.
We don't need to go throughthat.
And you could say, well, why dothey go through that?
What does that do?
Does it add a preservative oranything?
No.
You're just over roasting it sothere's a flavor profile comes
back.
It hits that flavor profilethat you still say, oh, this
tastes like it has a littlepower.

(12:36):
It tastes good.
So that's why you over roast.
And you can say, how do I knowif they're over roasting?
They've gotten away from thisin most coffee shops now because
they realize people can see it.
But do you remember when youused to walk into a coffee shop,
a real coffee shop where theyhad the beans in a hopper, and
they would grind them for you,and they'd do it right there?
Remember that sheen they hadand how they almost looked like

(12:58):
they had oils all over them?
Right, yes.
That's the amino acids.
You go into our coffee shop,one of our retails that we have,
and you look at a hopper, andwe very proudly have it hidden.
It's right there in the hopper.
You don't see any sheens.
You don't see an oily sheen.
We're not roasting through it.
It's not getting released out.

(13:18):
We really work hard on that.
So then what we focused on iswe said, okay, we know how to do
that.
We've got the machine.
We've got the equipment, veryspecial equipment to do that.
What are we really good at?
Well, once you've conqueredthat, if you're just getting a
bean from Ethiopia, you're It'sa single origin is what they
call it.
And it's going to be very good.

(13:39):
It's going to have the flavorsthat you expect from that
climate.
You know, you pick yourclimate.
And in each climate, Ethiopia,Latin America, Indonesia,
Hawaii, Jamaica, they're goingto give you different tastes.
They're going to give youearthy tastes or chocolate
tastes or cherry tastes orwhatever.
Just like a wine.
Just like a wine.
And so a single origin, you candraw those out.

(14:02):
That's not too hard.
That's really not too hard.
That's not complicated.
What?
It's complicated, and what welike to do is the blend.
So you take something fromEthiopia, you take one from
Indonesia that has a lot ofcitrus, you take something from
Latin America, so you got fruit,you got earthy, and you add the
tones together.
And now as you drink thatblend, you get a little citrus,

(14:23):
you get a little wild cherry,you get a little earthy or
chocolate, and you blend them.
And then all of a sudden, ithit us, and it was one of those
things that I immediately, myfirst career was law, so I
immediately said, trademark it.
But we call it being bolder,brighter, better together.
We take three beans from threedifferent countries around the

(14:44):
world.
Individually, they're okay.
You drink them.
You get that single origin.
Blended together, they'rebolder, brighter, better
together.
Now think about the mission ofCommon Grounds and what I told
you what it is.
And then why Anthony came to meand he said, Dale— Dad and I,
his dad.
We want to partner with you.

(15:05):
We're thinking about this.
I think that was about a30-second conversation when he
told me about soccer.
I said, we're bolder, brighter,better together.
Soccer's the perfect sport forthat.
You can't win if you're notbolder, brighter, better
together.
If those 11 players think oneof them's going to win it for
them, then they're a fool.
They're a single origin, andthey're going to lose.
So we started.

(15:25):
Our specialty is blends, andthen that led to me learning
about cold brew.
I know you earlier, before westarted the show, we were
talking about about, you know,cold brew was really It was
formed and created for that shipline that was going in the
1600s from northern Europe,Norway, and primarily over to

(15:47):
Japan in the trading.
And they got tired of themroasting hot coffee on there and
burning the ships and burningthe masts.
So they created a cold brew.
And so cold brew has beenaround since the 1600s.
And it's a very dominant inJapan and Japan cultures.
So

when did that you're saying that?
And I do remember talking aboutthat.
When When did cold brew becomepopular in the United States?

You know, you had versions of cold brews since
Starbucks really made the coffeeculture popular in the 60s and
70s.
And if you look at, there'ssome documentary series on the
Starbucks Dunkin' Donut Warsover the years and what
Starbucks was trying to do whenit was formed out in California,
because they were a greatroaster back then, and they were

(16:33):
primarily a roaster, and thenSchultz said, okay, I want to
push it out to retail.
But as they elevated theconcept of having a good cup of
coffee not just the lowest costcup of coffee because coffee has
caused wars.
I mean, in Nicaragua and othercountries to keep coffee costs

(16:54):
down.
They actually have disruptedthe coffee plantation systems in
foreign country to make surethe cost of coffee can stay
down.
It actually, the bean itself,the coffee bean itself, When
it's harvested, it couldprobably be put in a warehouse
for eight years because it'sindestructible.
Until it's roasted, it's, youknow, I think that movie, it's

(17:19):
only one cat that really eatsit, and it eats it more for the
fruit around it.
You know, the bucket listmovie.
But until it's roasted, itdoesn't start the deterioration.
And we talk about that and talkabout what that means to cold
brew and everything a littlebit, but...
I if you look at the history ofcoffee in the U.S., that third

(17:42):
wave of coffee that started inthe 70s and the 80s and 90s,
there were some really good coldbrew companies that came out of
that like Blue Bottle out ofCalifornia.
And when they were cold chainand they were dedicated to that,
they were dominant.
And, you know, they wereoriginally in the little milk
carton before they went.
That was something you

were telling me.
I didn't know that.
But again, I I've always beenmy my mom and dad.
I should have had coffee in myveins because if the office
knows how much coffee I drinkI'm a lightweight compared to my
mom and dad and they only drankhot coffee they they don't if
it got cold they had to warm itup so it's interesting because

(18:21):
I've had my one of my boys lovesiced coffee so I'm kind of
familiar with that I'm not a bigfan of iced coffee basically
but I'm so excited because I'vereally basically never had cold
brew like I did.
I tried one or two and didn'tlike those.
So this is going to be soexciting for me to try the cold

(18:41):
brew with it.
But you're very much correct.
It is a way to bring peopletogether.
Yeah.
So with the coffee, we're veryexcited that we have a
professional soccer team here inDeKalb, Silverback Stadium.
I guess you can go watch soccerand drink coffee.
Absolutely.
Yes, we can.
you automatically make more ofa reason for me to want to come.

Perfect.

So tell us a little bit about the team.
And you've been around for...
You moved here this year.
We moved

last season.
Last season.
Yep.
Yep.
So last year was our first yearin Silverback Park Stadium.
But our first two seasons werein Kennesaw, where the coffee
company is.
So we kind of...
The inception of the club wasthere.
And I think...
Really strategically, we knewthat there was this great

(19:34):
opportunity to move intoSilverback Park Stadium.
There was something missing.
There was something missing inthe marketplace within soccer
here in Atlanta.
And we just felt like there wasthis really great opportunity
for us to extend the brand, kindof get outside of Kennesaw,
come into Silverback ParkStadium, which is a soccer

(19:55):
specific stadium.
So very, very important forthat because when it was
developed, it was developed toonly have a soccer team in it.
Now it's multi-sport, right?
And Silverbacks have done aphenomenal job of opening that
up and having all differenttypes of sports, so lacrosse and
rugby.

We had the first big lacrosse tournament
two years ago, and it's comingback next year.
It only went to Bobby Dodd,really, because it wasn't big
enough for the two biggest teamsin the country to play.
But we're excited.
It's coming back, lacrosse,with you with soccer.
They do a lot of otherinterviews.
international um rugby used tobe here we're hoping seem like

(20:35):
we have a big rugby tournament Ibelieve coming

in this coming yep yeah and then obviously the
hustle right and like UltimateFrisbee and how like amazing
that is and it just extends outinto these alternative sports
right and so so silverbacks isreally adapted to you know uh
get outside of just soccer Butwithin that same timeframe, you
know, there was so muchexcitement around Atlanta

(20:59):
United.
There was so much excitementaround the MLS.
And that I think that where weare today is Atlanta is becoming
the epicenter of soccer, right?
Like Atlanta is now the U.S.
Soccer Federation.
Like it's hosted here inAtlanta.
So all of our national teamsare coming to Atlanta.

(21:19):
Obviously, everything that'shappening with the Club World
Cup and, you know, the World Cupnext year.
summer all of that excitementhere in atlanta is that you look
at and go this is the epicenterof soccer well why aren't there
more professionally runorganizations and clubs that
have a community connectionright that can be very tangible

(21:42):
for our youth players to comeand see the players and step
down the field with them and youknow shake their hands and get
autographs like That all can bedone at United and everyone's a
United fan.
I mean, I have been since itstarted and going tonight,
right?
Like it is awesome what Arthurhas done.
There's just this missingcomponent that I think lower

(22:06):
division soccer, minor leaguesoccer has a place here in
Atlanta.
And we really feel like we'rethe best positioned with our
brand, our culture, our company,our kind of tagline, right?
Like our motto is bolder,brighter, better together and we
feel like that plays reallywell into these communities and
to bring people together umusing using football using

(22:29):
soccer as that is that umvehicle

you said you trademarked that right yeah so
monica as much as i want to takeit for a tagline to visit the
cab i guess we can't but wecould have their coffee here and
then we can kind of like yeahi'm in the hijack i didn't know
what's called that but i'm inthe hijack marketing and i'm
like we're gonna hijacksomething yeah

We can be bolder, brighter, better together.
I'll throw you a license.
I like that.
$1 a year license.
You use it away.
We'll have to do that.
If I am truly bolder, brighter,better together, that doesn't
get in the way.
I'm keeping it so somebodydoesn't use it for a reason
that's not bolder, brighter,better together.
If you're doing what I know youdo, if you're bringing people

(23:12):
together, if you're makingDeKalb better, if you're
creating that wonderfulatmosphere, $1 a year, go away.
That's the whole spirit of aAnd I can

see why you're so tied together with
Kellenwald.
Because I learned about you allfrom the executive director,
Andrew, and is in this room.
I think we started talkingabout it.
It didn't make the show, but wewere talking about how you all
were a major sponsor, and Ibelieve you're on the board for

(23:44):
Kallenwald.
So it's very cool how, and Imeant to reach out to you, and I
just never got to, so I'm soexcited.
You came in for soccer, andthen you brought up my other
passion, football.
I mean, coffee.
So the team is here.
This is your second year.
So what do you think, withhaving FIFA Club Cup this year,

(24:07):
Premier Cup in August, World Cupnext year.
We're spending a ton of moneyfocusing on international and
national, obviously, to come.
What do you think that it'sgoing to do to soccer, football,
to your club?
And do you have anythingspecial planned during that time

(24:29):
period?

Yeah, I mean, I think this is by far the
greatest moment in history forsoccer in this country.
I mean, we saw it in the 90s,right, when MLS was born after
the World Cup in 94.
It was hosted here.
The sole reason for that wasthat FIFA looked at the U.S.
market and said, we're going togive you the award for the 1994

(24:53):
World Cup.
But we need something out ofthat.
Right.
And we need you to create amajor league, top tier division
league.
And that's how MLS was born.
So none of us really actuallyknow what this time around FIFA
is saying to the United Statesand the U.S.
Soccer Federation to say, well,after 26.

(25:15):
Right.
Like we want to see.
you know, all of these leaguescome to play.
And so I think really theopportunity is that we went from
one league when we started, itwas called the National Premier
Soccer League, MPSL.
This year we have moved intothe USL, which is the United
Soccer League.
And again, a very strategicmove on Silverback Park Stadium,

(25:41):
going into USL League 2 wasvery thought out because of
where USA Dell has made somemajor announcements heading into
a lot of this big time growththat's going to happen here.
And so they've recentlyannounced that they are coming
out with a pro rel system.
So that's never been done inthe United States in any

(26:02):
professional sports, a promotionand a relegation, which is very
common in England, right?
And the English Premier Leagueor the Serie A in Italy or in
German Bundesliga, like there isa performance that you get
rated on, right?
So if you don't do well, youget relegated down.
If you do really well and youwin that league that's

(26:24):
underneath it, you get promotedup.
And so we feel that again, Andour club is very well positioned
for that growth and ready forthat growth.
Because if the USL is investinginto that and backing that, and
we're going to see a lot ofmarkets come really open up here
after 26, that I think you'regoing to have a huge range of

(26:48):
leagues that you can, byperformance, start to elevate
yourself.

Now, have you all thought about, because I
know Arthur Blank is trying tobring a women's professional
team.
Have you all thought about, inyour league, bringing a women's
professional soccer team?

Absolutely, yeah.
So USL, a part of our franchiseagreement with them is that we
have the rights both to ourmen's and our women's.
So our goal has always been isthat we want to continue to
expand the game.
And the game is meant foreverybody.
So that means our youngathletes, our male athletes, as
well as our women athletes.
So we want to be able to expandout and have a women's team in

(27:26):
the future.
And we have the right leaguethat provides that product for
us to be able to do that in thefuture.

Now, we're the host for Oglethorpe Soccer.
Do you do anything with them?

Not directly, no.
But I know John.
And, you know, John's such aniconic, you know, soccer figure
here in Atlanta and Oglethorpe.
And actually, funny enough,John was at the Charleston
Battery right before me, beforehe came to the at the battery
right after him.
But no, John's great and he'sdone an amazing job with

(28:00):
Oglethorpe and the men's programthere.
And yeah, we look to strengthenkind of all of our
partnerships.
So one that we have a reallygood, you know, partnership and
kind of collaboration with isTysa and Tucker Youth Soccer
Association.
Yes, they're huge for us.
Yeah, so Tysa's beenphenomenal.
Like we go up and set out and,you know, Saturday mornings in
the spring and the fall and wejust promote and they've just

(28:23):
been really, really great towork with.
And that's what we like about,you know, where we are with
Apotheos Football Club is thatwe're agnostic.
We're independent, right?
Like, we don't have a youthstructure that's underneath us.
So we're better together,right?
So what we are is a vehicle forsome other youth program to
look at and say, this is aplayer pathway for our young

(28:44):
player, right?
Like, if they're playing aTysa, it doesn't matter if
they're a GSA, Top Hat, youknow, NASA, any of the clubs,
Inter-Atlanta, Concord Fire, Wewant to have those relationships
with them because we're notcompeting against them.
We're showing them that theirathletes can have a pathway.
And what our club does is beable to provide that for them in

(29:06):
the summers.
And when they come back fromplaying professionally or
collegiately or they're in highschool, they have an opportunity
to continue to develop withApotheos Football Club.

So specifically with this, it's
going to be so exciting becauseof Club Cup, World Cup, Premier
Cup.
And it is gonna be interestingto see what they have planned,
but I love how the USL, correct?
How there's opportunities tomove around.
But taking advantage of thishappening, not so much like in a

(29:37):
week or so, but like buildingup to next year, we're looking
at activities that we can havefrom all of our different cities
and clubs and all.
So are you looking at or is itnot really the time to do that?
Are you looking at somethingspecial that you could do?
during World Cup, or is thateverybody just needs to go over

(29:58):
and see the games?

Yeah.
Well, funny enough, in 2014, Iwas a part of a group that
hosted the largest World Cupviewing party in Brookhaven for
the U.S.-Portugal game.
Well,

James Tsismana (30:15):
congratulations.
You just got added to ourGlobal Sport Committee.
We actually have a DeKalbGlobal Sport Advisory Board set
up for that type of thing.
So congratulations, you're anew

member.
Yeah.
And so, yes, I'm a resident ofDecatur.
And so I love seeing that thecity of Decatur is getting
behind the watch fest.
Right.
So I think anything that kindof promotes the growth of the
game just from viewership.
Right.
And getting kids to watch thegame at any level is just good

(30:50):
for the sport.
We hope to participate in that.
There's nothing active thatwe're looking at that may be
something that we have anopportunity with silverbacks to
partner with them on um becausei think again just anything that
gets kids out in front of thethe biggest game in the world
and seeing these athletes thebetter because they're going to
want to play they're going tostart younger ages they have

(31:12):
something to look up to allright and i think that just is
good have you heard

of drone soccer drone soccer yeah it was
so interesting several weeks agoWe're actually, there's an
event called Stonecrest Fest.
Okay.
And she is huge.
The promoter or owner ofStonecrest Fest has brought in
drone soccer.
Okay.
So there's a drone soccerassociation, I think, based in

(31:39):
DeKalb.
It's in Georgia.
And it's this sec, what itsounds like, but it's in a
fenced-in small pitch.
Like here, she's actuallypulling it up right now.
Oh, no kidding.
And they get kids.
learning how to manipulate, andthe drones actually look like a
soccer ball, and then you haveto fly them into a net, and you

(32:02):
have to get around the otherplayers, and you throw it into
that hoop.
Wow.
So it's actually teaching youaviation, pilotry, and...
Pilot aviation, how to fly adrone and play soccer at the
same time.
So we're literally looking atan exhibition game later this

(32:24):
year and in something duringWorld Cup doing drone soccer.

That is amazing.
You learn something new everyday.
I did not know that dronesoccer.
And I

had to see it because I couldn't even
envision.
Yeah.
what in the world drone soccerwould be.
But it's actually a sport theyplay against different teams
around the South and around thestate.
And there's a team right herein DeKalb County.

All right.
This is the problem when youask a question like that, you
know, and you get a guy like me,an old guy like me that will
riff with you and just go aheadand dream and dream about stuff.
This is what we do.
We do a watch party inSilverbacks Park.
So Anthony gets the team toplay like 90 minutes before a

(33:12):
game is going to start, beforeU.S., whoever, Portugal is going
to start.
And so our game plays.
Then we have the equipment inthere that everybody who's in
the stadium can then watch thegame, the World Cup game.
But then what we do is we giveeverybody a can of our cold
brew.
All right.
So if you come in, we fill thestadium, we have the cold brew.

(33:35):
And right before our teamplays, we all have a toast.
And it's going to be theGuinness largest toast of cold
brew in the world.
And what I'm doing is because Iremember when I did that in 1980
or 81 in the cab over at Emory,because we used to have
wonderful Wednesdays over there.
I don't know if anybodyremembers that, but you go back
to Emory.
One of the reasons I choseEmory and I really liked it is

(33:56):
you didn't go to school onWednesday.
You only went to school onMonday or Tuesday, Thursday and
So if you're like me and youknow how to plan your schedule,
you could actually make it whereyou might not go to school but
three days a week.
But then when Coca-Cola put allthe money in and Woodruff did,
we toasted.
wonderful Wednesdays away.

(34:17):
We all had a Coke and we allwere filmed and we all were
raising our Coke, toastingwonderful Wednesdays and saying
goodbye to it.
But we will say hello to WorldCup soccer, toasting it with a
can, a cold can.
I like that.
When we do it, let's pull itoff.
I like that idea.
Let's pull it off.
It will be the most attendedevent outside of going down to
Mercedes-Benz, the most attendedevent in Atlanta.

(34:39):
It'll be crazy.
We'll toast it.
I do like that idea.
We'll get the Guinness WorldBook to say this is the largest
We're just cold brew toast inthe world.
I mean, come on.

There for a minute, I'm going to Guinness in
about two, three weeks.
I was sitting there thinking,in Dublin, Ireland, I thought,
oh, I'm going to have Guinnessat this event, too.

Well, we, you know, we get into that.
Our cold brews, by the way, areso smooth that they really, in
our location at West Peachtree,our cold brews are so smooth
that they are used withcocktails a lot.
Really?
Oh, yeah.
They're very smooth.
They're very popular.
We're in Truist We're inlocations in Atlanta.

(35:18):
A lot of bars and other placesuse it because it's a very good
mixer.
It's so smooth.
I need another cup.
All right.
We've got to get into it.
Go in my office and grabanother cup, please.
No, no, I've got you a cupright here.
We've got tasting cups.
That's right.
All right, so what I'm doinghere, the cold brew process we
use.
So you've heard about theroast.
So there's two enemies tocoffee.

(35:39):
So I want you to know what theenemies are so you can boo them
if they walk in the room.
The second crack.
Yeah.
Right?
And that's because heat.
Thanks.
So that's heat.
So the first enemy is heat.
But you have to use heat to...
to extract the flavor out ofit.
So you just control the heatthere, but you only want to

(36:01):
apply it one time.
So that's why I was saying whenBlue Bottle moved from purely
cold chain to pasteurizing it sothat it could be sent anywhere
and have a long shelf life,you're introducing a second
heat.
So think about it.
You roast the first time, butwhat they were doing is they're
cold brewing.
It's what we do.
We put it in a bright tank,just like beer, you know, a beer
bright tank.

(36:21):
And ours is glycol chilled.
So for 24 hours, we have thebeans that we've roasted with
only going through the firstcrack, sitting in there.
They extract all the flavorsfor 24 hours.
No additional heat is applied.
It goes in here.
So heat's your first enemy.
You want to use it correctly.
So that's why when we roast, weroast the first time.

(36:42):
But because you're then goingto put it in a Keurig or do a
pour over or do a French pressor however you do it to get your
ultimate hot cup of coffee.
Because you're doing that,you're applying a second heat.
But we understand that.
We control that.
You just need not go crazy withthat pour over or that French

(37:04):
press or whatever you're doingthere.
But we can control that as weroast it.
With the cold brew, it's goingto be even purer because there's
no second heat.
The only potential for thesecond heat is when we take that
bean and we grind it so that itcan go into the bright tank.
But we use what's called awater cooler grinder so it
doesn't get hot as it's grindingbecause we might grind 500

(37:27):
pounds to go into the brighttank.
Well, that's going to get hot.
Just think about it like a sawgoing through wood, a saw going
through concrete.
It's going to get hot.
The grinder is going to gethot.
But we water cool it.
We put it in the bright tank.
24 hours it comes out.
The second thing that willdeteriorate the quality of your
cup of coffee is oxygen.
So if you grind your beans,it's a myth to say, well, put it

(37:54):
in the freezer and it will keepit fresh.
It has nothing to do with it.
Put it in a container thatsucks all the oxygen out of your
ground beans.
So one other way you can suckoxygen out of your ground beans,
or if you've already cold brewit, is you put a shot of
nitrogen in it, which isGuinness.
Guinness does that.
For ours, we don't have thelittle contraption in the

(38:16):
bottom.
We just have a shot– likeAnaheiser Bush does it, so you
can shake it like I'm doing infront of you now.
I just shake it three times.
It's releasing that nitrogen.
We'll put a nitrogen head onit.
The nitrogen is in there tokeep the oxygen out.
We also shoot a dose ofnitrogen into any bag we seal of
our beans, our roasted beans,because, again, we're trying to

(38:37):
help you two ways.
Low heat, keep the oxygen.
Those are your two enemies.
So as you think about coffeeand you're preparing coffee
however you're doing it, fightyour enemies.

Now I'm going crazy because...
Starbucks, to me, has a very–and I think they're famous for a
burnt taste.
Yes.
Is that because they've alreadybrewed it, they've already
heated it twice, then whenyou're making it, you're heating
it the third time?

It's four problems there.
You've already– you've donethat twice.
You're heating it again.
And you know you want to have along shelf life because they
may have to manufacture that,roast it in California.
It comes to Georgia.
It may be six months beforeyou're consuming it.
So they're over-roasting itbecause flavor, from the minute

(39:22):
you roast, the flavor'sdeteriorating.
Even with mine, the flavor'sdeteriorating.
you know, after 90 days, 180days, it's gone.
It's going to taste verydiluted.
So they over-roasted it so ifyou buy it at 360 days, it still
tastes like it has a littlestrength.

Okay.
Because you know it is such a,I mean, I still drink Starbucks,
but it's got that, like,over-roasted taste.

See the little head going up on it there?
Yeah.
All right.
So I'm not

drinking beer right now,

right?
No, you're not drinking beer.
What I want you to do is smellit.
So it's just like a wine.
Smell it.
Can you smell the coffeeforward?
Can you smell the coffee?
You should drink coffee withyour nose as much as your mouth,
okay?
I don't have time.
I drink too much.
If you can't smell your coffeewhen you're drinking it, there's
something wrong.
There's something wrong withyour coffee.

(40:11):
But now taste that.
All right, throw this out.
We're getting rid of thiscoffee anymore.
So what we're doing is we'redoing a purist here.
So this is our foundationalblend.
This is a blend.

I wish I'd had Dr.
Kim.
One of my professors, and he'son our board, is a certified
coffee guy, whatever that is.
And I should have had him heretoday.
Q-rated.
He's Q-rated.
There's

only like, I don't know how many there are now, but
about 300 in the U.S.
Well, he is.
We use Q-rated buyers.
So when you were asking theorganic question earlier and the
fair trade, we don't buy ourcoffee beans unless it's through
a Q-rated buyer.
So I thought about doing that

as much as I drink coffee.
And I swear, everybody laughsat me.
Hot coffee will cool you downor cool me down.
Everybody says it's not true,but my dad taught me that.
Interesting.

So now you should be getting just a pure, low
acid, just smooth taste in this.
And it's a blend.
And you should be tasting allof those beans.
That's really good.
All right.
Now, the iced coffee you weretalking about with your son.
It has had two...

(41:21):
heat applications to it at aminimum the first time it was
roasted then when the hot coffeewas made and then it was
immediately thrown into a coldbath the cold bath didn't change
the fact it's already beenburned twice i'm gonna give you
a little more of this but theni'm gonna give you a little more
of this but then we're gonna goto some flavors because i want

(41:41):
you to see what can happen whenyou do your base right i know
where i can never over drinkcoffee all right so let's just
talk about that iced coffeebecause i remember i was in
saint augustine one time i go toevery coffee shop and what
people are doing with their coldbrews and I found a coffee shop
in St.
Augustine I thought man youguys are doing your cold brew
right I'm talking to the ladywe're drinking it I'm saying

(42:02):
you're really doing your coldbrew right how do you do it she
took me back there and I'm likeyou're doing it right you know
it was very small batch and thenI said I'd like to take some
with me on the road and so shedropped some ice in it I said
whoa what are you doing she goesI'm putting some ice in it
because it's hot outside and Iwant to keep it cold for you I
said you put real ice in it Shegoes, I know.

(42:23):
I said, well, this is likewhiskey.
I said, if you put ice in it,you're diluting it.
I said...
Your ice cubes should be coldbrew ice cubes.
She goes, oh, my God, you'reright.
I said, or you should have thatinto your equation.
You already know the dilutionand the dilution doesn't impact
it.

(42:43):
So a lot of times when we'reputting together drinks, if you
go into our shops and we'reputting ice in it, we've already
factored in the dilution, likehow much dilution will occur.
You're drinking it in itspurest form.
So what did I name this can?

Goldview

Brew Coffee Purist.
Purist.
This is the purist form.
This is the foundation.
So we say the purist is thefoundation for everything.
I can do this blend for you ona roaster.
I like your idea

of the coffee as ice.

Yeah, you have to because otherwise you're going
to do like a whiskey drinkerdoes.
So I have two vices, coffee andwhiskey.
We should have

been on our first unveiling of bourbon we
did at

Distillery of Modern Art.

Yes, they're great.

So this here, if you want to introduce ice to it,
what you need to do is reallythink about that dilution.
But now go ahead and drink thepurest because I'm going to let
you pick.
I'm going to tell you theflavors to pick from.
This will be interestingbecause I don't like flavored
coffee.
I know, but I want you to seeif the flavor is different.

(43:53):
What I want to ask you is, isthe coffee taste still forward?
Is the flavor just in thebackground?
The flavor should just besomething that's adding to it,
not taking away from it.
Because the modern cold coffeedrinker, and I don't know
whether they're drinking an icedcoffee or a cold brew, but the

(44:13):
modern...
cold coffee drinker istypically drinking a milkshake
or something for the candyflavor they're not drinking it
for the coffee so they'recreating drinks that really
feature it's got chocolate it'sgot caramel it's got this we
create drinks that that is sortof secondary so like this is

(44:34):
s'mores and the way we talkabout the s'mores flavor is we
want you to think i'm sittingaround a campfire having a nice
cup of coffee it happens to becold coffee and it has some
flavors that reminds me ofcooking a s'mores over it.
Or we have the adventurer.
And the adventurer, I want youto think, it's going to taste
like trail mix in your mouthwith coffee.

(44:54):
All right?
Or we have French vanilla.
And you know what Frenchvanilla is, so you can taste
that.
Or we have a Blondie.
This is our favorite.
The Blondie is caramel andvanilla.
That is us saying most of thecold brew drinks sold by our
competitors are caramel andvanilla.
So we had most people coming insaying, I love caramel and
vanilla.
So we made a Blondie.

(45:15):
But it's really, it's secondaryto the Coffee Ford.
So now you've got Frenchvanilla, Blondie, Adventure, or
S'mores.
What do you all want?
And you can have them all.
What do you want?

Unknown (45:26):
S'mores.

All right.
We're going to go with thes'mores.
It's going to have a cinnamon.
We put real cinnamon in this,too.
So that's the only differencefrom the normal s'mores that
we'll have.
And I'm going to get you adifferent cup.
We're not going to get thecampfire going, are we?

Well, you know, we should have done this
on my back porch.
I'm a huge bonfire guy.
There you go.
My wife bought me this steelfire pit from S&S Fire Pit.
You can't burn out.
And, man.
I love that in s'mores.
DeKalb Talks in your backyard.
We should do it.
We're going to start moving itthere.
So

remember, just like with wine or something, I want
you to smell it first because Iwant you to always drink with
your smell and then go forwardwith it.
It should not be overwhelming,and it should just have that
hint of the s'mores, and itshould be like, oh, I like this.
Oh, and by the way, becausewe're low acid and because we
use this technique, I wantsomebody, other than you,

(46:21):
because I've already told you, Iwant somebody to tell me how
many calories, this is a12-ounce can, so you can think
about places that sell thesethings and how many calories in
it, but how many calories are inmy 12-ounce can?
We're all looking at Monica.

Speaker 00 (46:44):
Oh, okay.
Let's do 60.

It's 40.
Most places will have aboutbetween 120 to 200 because
you're overcoming thatbitterness.
But we're not overcoming that,and it's just a very subtle
taste.
Wow, that I like.
You smell the cinnamon when youdo that.
You get the hints.
You get a little of thatchocolate.

But what would this taste like?
I always go back to hot.
I'm still a hot fanatic.
So how would it taste hot?

It's very good hot.
We can do it in lattes too withour low acids.
So we do that.
If we went to one of our shopsright now, I could drop one of
these for you in a roasted witha hot and it's beautiful.
This here, by the way, if youjust add a little milk to it,
and again, the reason we don'tadd milk, is because we'd have
to pasteurize.
And if we pasteurize, we'reintroducing heat.
And if we introduce heat, we'redefeating the base.

So I just think it's perfect like this.

Yeah.
Most people do it.
And if they say I want a littlemilk, we tell them, you know,
add whatever milk you want.
We actually, we sell this in acold brew format through a
kegerator because we do a lot ofkegs.
Like, I don't know if Anthony'sgot one in his house, but he
drinks enough.
He's probably got three kegs ofthis in his house.
Always tapped.
We do it through kegerators,and so we can then introduce

(48:01):
That's what we

need to do.
I'd like to see my tea andcoffee operation over next door.

I'd have to get the list from you, but we have a
lot of offices, apartments inDeKalb County that buy our cold
brew in the keg format.
They have the keg graters.
They buy our roasted.
They put it in their machinesbecause we can do frack packs.
We can do the Keurigequivalent.
We don't call it...

(48:45):
whatever they call it, theK-Cups.
I'm not, you know, I have thelicense for a K-Cup.
So I just call it the Keurigequivalent, but we can do that.
And then, you know, we try toencourage people just, you know,
buy it in our bean format, geta bean to cup machine, because
that's the best way if you can.
And there are a lot of peoplethat we work through that'll

(49:06):
just deliver.
We can have a bean to cupmachine put in your office and
you just, we'll supply you withbeans and you just push a button
and there it is.
Now

we're talking better because you're our other
resident coffee drinker.
So you would, Monica and I, Ithink, are the two main coffee.
And Dorcas, I think.
That's right, Dorcas.
Yeah, so.

Well, now, Monica is by far the youngest in the
room besides my daughter overthere.
What did you think about thetaste, Monica?

Speaker 00 (49:32):
I loved it.
I haven't had cold brew since Iactually worked at Dunkin'.
Five or six years ago, so...
No, the cold brew

has to go in my office, so you have to come
in there

Speaker 00 (49:43):
to get it.

I'll come into your office and we'll get
the cold brew together.
Monica's

trying to stake it out.
She wants claim.
Yes, we

have a Flavian machine in the
boardroom.
We have the normal, big, like,industrial coffee pot in the
break room.
And we have an espresso machinein my office.
And we have a French press.
Um...
Yes, we need a keg.
You need a keg.
We're

going to get you a keg.
You haven't covered that.
We've got to get

a keg.
I'm going to let you pickanother taste, and I'm going to
leave these with you.
This is Monica.
But first, I want to warn youabout this one.
This one's called Maverick.
So, like, you know.
Tom Cruise and all of that.
We named it that way.
And one of the interestingthings about cold brew is it is
an alternative energy drink fora lot of fitness people.
They love the coffee taste andthey want energy.

(50:32):
Well, cold brew has morecaffeine, not because the
process results in morecaffeine, but because of the
dilution.
So when you're drinking thathot coffee right there, if that
was made in a Keurig, it's 13parts water, one part coffee.
When we do a cold brew, we doone part coffee, one part water.

(50:52):
So just because we drop thatratio, it's higher in caffeine.
Not because the process createsmore caffeine.
The process does not.
It's the dilution.
But then we get people who say,that's not enough caffeine.
I want better than one to one.
And that's usually those energydrink people and the fitness
people.
I'm not an energy drink person.

(51:13):
Okay, well, that's where we dothe Maverick, and we're about a
1.9 coffee to one.
So this is much higher incaffeine.
So I'm entrusting this one toMonica.
So the person, you just want towatch them run around like
crazy or whatever, but also beprepared to, you know, whatever
you need to do with a CPR orsomething on them.
This is the energy drink, okay?

(51:34):
That's the one that if you'rehaving a day and you're really
low in energy take a hit of thatone take a hit of that one and
you'll love it so you need toput that in the refrigerator
keep it cold and when you needit all right french vanilla uh
adventurer which remembers trailmix in the mouth or blondie
which is caramel and vanilla

Speaker 00 (51:54):
um let's try blondie you said that was your most
famous one right

it's our it's our number one cold brew in the
retail sales people really likeit and then i'm leaving the
others for y'all to put in therefrigerator and Next to the
Maverick.
All right.
And, again, we've got somes'mores and some purists left
right here.
You put those in therefrigerator.
They'll be okay up to– it'sopen there, but they'll be okay

(52:19):
for a while.
I'd drink them before a year ortwo, but they'll be okay for a
while.
Oh, that coffee doesn't lastlong

Speaker 03 (52:26):
here.
Yeah.

Actually, when I was in Chicago in my
office, I had to put in a coffeestation because we would go
through the coffee, the bigcans, the big urns, several
times a day because there wereso many meetings in my office
that I actually had to build asection to be able to have the

(52:52):
coffee service because it was...
Just always

ready.
Always

ready.
All right, wait, wait, wait.
Don't drink yet.
Smell...
All right, everybody, we'repracticing for next year World
Cup.
The greatest toast ever.
Everybody.
Cheers.
To DeKalb County and toApotheos Football Club.
Salud.

Speaker 02 (53:18):
Yeah.

That caramel really jumps out in there.
It comes out, but it's stillcoffee forward.
See, I didn't say this onebecause I knew I wouldn't like

it.
Because I'm not the caramelperson.

Well, it jumps out.

It does.
It jumps out.
Yeah.
Now, the s'mores was amazing.
Yeah.
But I knew when she said thisone, I was like, I wasn't going
to like the French vanillaprobably either.
But the s'mores is perfect.
Now, this one, you candefinitely taste it.
Like, if you like caramel, youcan definitely

taste it.
You can taste it, but you'restill getting the coffee.
You haven't lost that purespace.
If it becomes where you can'ttaste the coffee, we back it
back down.
We sell coffee.

We don't sell syrups.
You can taste the caramel andyou can taste the coffee.
I like smelling it.
I just don't like drinking it.
You can definitely smell it andtaste it.
If you're a caramel drinker,you're going to love this one.
It's going to be right up youralley if that's your flavor

(54:25):
base.
I like it because...
If you're into this, you havethe low, if you're into trying
to be healthy, but you stillwant the flavors and all, it's
perfect with 30 calories, Ithink you said?
40.
40 calories.
So 40 compared to, what, 150 to200,

250, somewhere in there?
150 to 200, yeah.

Yeah, so I mean, yeah, you're definitely,
and you know what's veryinteresting to me is, we were
talking before the show started,I've been to several high-end
coffee places in Atlanta.
They love the low acidity.
And I automatically stay awayfrom them.
As soon as I learn their lowacidity, I won't go.
Because it doesn't add to mysystem.

(55:06):
But this is good.
Because I've had now, what,four?

Speaker 03 (55:11):
Yeah.

And a couple cups of one.
If it was going to be thetypical thing, I mean, I can
take about a drink and I know,okay, this is not me.
But this has been really,really good.
And being real honest, becauseI was real honest, I won't go to
a low-acidity coffee.
But with this, I would.
I would drink this.
Excellent.
And have.

(55:31):
I mean, wait for the keg.

Yeah.
We're getting you a keg.
We're getting you a kegerator.
And we're going to try to getyou into a bean-to-cup machine,
too.
We need to

figure out what type of name, because I
really want to have this for thegift shop, for welcome gifts.
Of course, we'd have it here inthe office.
Got to come up with a coolname.

Unknown (55:53):
Okay.

I like this.
Tie it into soccer football.
There you go.
Perfect for us.
I think your idea of theGuinness record of cheering on
the World Cup next year is goingto be phenomenal.

Okay, modify the idea a little bit.
It's got to be your brand thatwe cheer it with.
Oh, that's even better.
So there you go right there.
When we stand there and we holdit, whatever name you come up
with, in DeKalb County, that'swhat we're

toasting.
What's interesting is that weneed to look at a cold brew
version of ours, too.
Yeah.
I wouldn't have thought ofthat.
Honestly, again, that's not mything.
I'd do both.
But that would be how we wouldsell it.
and how we would give it awayas a gift is going to be
interesting.
We can figure that out afterthe show.
Yeah.
But now you've got my mindspinning.

We're working on it.
It's the cold chain process,but we're working on shipping it
places.
But, yeah, we come over thisway all the time, getting cold
brew over here.
And, again, we're purists,which hints are foundational.
We're not going to introducethat heat just to be able to–
because the taste changes.
Blue Bottle, which I admiredfor so long, coming out of that

(57:06):
milk cup went into the can wasbought out by nestle they
introduced heat and they'repasteurized and the taste is
different stumptown beautifulout of i forget where they're
out of it's it's milwaukeewisconsin somewhere like that
minnesota uh bought by aeuropean conglomerate
pasteurized introduced heat boomthey're gone that's you know

(57:27):
why they're you know cures likeTotal cold chain.
And there are people whobelieve the cold chain is there.
I believe the cold chain isimportant because of the heat.

So what's the name of the bakery?

The bakery is Gabriel's, and Johnny Gabriel is
my partner.
I went out and found her.
She's retired now.
Johnny Gabriel, just a littletrivia, is first cousins with
Paula Deen.
So when you want to know ourcooking style, It's a Paula Deen
style.
There's going to be a lot offlavor in that.
No preservatives, a lot ofsugar, just a lot of good stuff

(58:01):
in there.

Where is Common Ground?
I swear I've been to that.

I, you know, when I formed it, I looked and there
are shops.
There's one in Covington.
There's a Common Grounds coffeethere near Oxford at Emory.
And, um, There's one inValdosta, and they already
exist.
Oh,

how long?
Was Valdosta like a long timeago?
Yeah.
Okay, I bet you because I livedin Valdosta quite a while ago.
Yeah, it was a long time ago.
As soon as you said that, itwas like, okay, I've heard of
that.

So people have used that name a lot, but nobody
registered it, and I registeredit with the Secretary of State.

You're like having an attorney.
That's right.

I'll never forget the vision, the date of the
vision, September 9, 2012.
If somebody doesn't believe me,go look it up on the Secretary
of State's office.

That's pretty cool.
So I probably need to wrap up.
We've only been about, what,two hours?
So before we wrap up, telleveryone where you can find the
football club and– Have youalready started?

Yep, yep.
So we're already two games intothe season.
They can go on toapotheosfc.com and look for
single game tickets.
Our next home match atSilverback Park is June 13th.
So kind of look forward to somefun themes that we're going to
do.
Obviously, it's Father's Dayweekend.
So we're kind of prepping andpreparing for that.

(59:28):
And we're really excited about,obviously, you know, the next
home match.
But We've been a little bit ona road trip here for the last,
we've got like three away games,so June 13th will be the next
time that we're back atSilverback Park.
And then obviously follow us onall of our socials, Apotheos

(59:49):
FC, and you can find out moreabout the club.

And you can buy tickets at...
The website?

Yep.
Buy single game tickets on thewebsite.
And you can obviously buytickets at the door.
So it's $15 and $12 at thedoor.
It's $10 and $12, $10 and $8online if you get them in
advance.
Very cool.
And then we sell season ticketpackages as well.
So folks that are looking forsomething in 26 or now, they get

(01:00:18):
access to all the games.
But what's really cool aboutour season ticket packages is
for $100 for an adult, you get ajersey, a free jersey, which
values at $75.
So with every ticket sold, youget a jersey.
So we've got season ticketpackages that, you know, moms
and dad buy for the two kids,and everybody gets a free jersey

(01:00:39):
out of it.
So it's a really great way forus to, again, you know, kind of
extend the brand, give people inthe community something for
coming to the games.

James Tsismanakis (01:00:47):
So we're going to have to do the show
again because we have– soccerjerseys coming in for the staff
and we'll start wearing it whenwe talk about, uh, so we have to
do the whole show again anddrink more coffee.
Well, we appreciate you comingon.
This has been delightful.
Thank you for the food as well.
And of course it's me.
You hit the spot with a coffee.
So we appreciate it.

(01:01:07):
And we'll make sure everybodygoes out and gets their tickets
only what another month left ofthe games.

Anthony Catalano (01:01:12):
Um, so we, until about July 12th.
So, you know, we've got gamesfrom now until July 12th.
And then if hopefully we makethe playoffs and it runs
through, uh, up to about thefirst week of August.

So you got a little time, little window.
Come out and see some greatsoccer, football, depending on
where you're from.
And come out and taste thecoffee at all different places.
And if you're in Gwinnett, notin DeKalb yet, but if you're in
Gwinnett, you can go to thebakery.
And it's called what again?

Dale Hughes (01:01:41):
Bakery's Gabriel's.

Gabriel's Bakery.
And the coffee is ApotheosCoffee, cold brew.
Make sure you come out andcheck out Callanwolde, big
sponsor of Callanwolde.
So thank you for tuning in.
Be sure to check our next show.

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