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DeKalb Talks Tourism
Your Gateway to exploring DeKalb County, Georgia! In each episode of DeKalb Talks Tourism, we reveal the can’t-miss attractions, hidden gems, and local stories that make DeKalb a must-visit destination. Whether you’re a local or a visitor, let us help you uncover the county’s best!
DeKalb Talks Tourism
75: Anthony Catalano and Dale Hughes, Blending great coffee with local soccer
On this episode of DeKalb Talks Tourism, we chat with Anthony Catalano and Dale Hughes about how Apotheos Coffee and Apotheos FC teamed up to create a brand that blends great coffee with local soccer. We talk about how the idea came to life, what each business is all about, and what’s coming next. It’s a fun conversation about, collaboration, soccer, and of course, coffee.
More Apotheos:
https://www.apotheosfc.com/
https://www.apotheosroastery.com/?srsltid=AfmBOop45iOtDeBrH6a-zBtaUy7xltIS6XT1xIX5j5iZ_CtolDZsSCTW
Socials:
https://www.instagram.com/apotheosfc
https://www.instagram.com/apotheoscoffee
Connect with them:
https://www.linkedin.com/in/anthony-catalano-1950b113/
https://www.linkedin.com/in/dale-hughes-21188974/
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We'll be back next week with more engaging discussions and fascinating guests. Until then, keep listening and keep exploring!
Produced by: Monica Damidi
Edited by: K.Visualz https://www.kvisualz.com/
Hello, welcome to DeKalb Talks Tourism. This is going to be an unbelievably special show for me because we're going to tie in coffee, cold brew coffee, which is going to be something I'm going to learn about today because I've found out now that's not iced coffee, and soccer. So with us, we have two guests in our room, Anthony Catalona.
Anthony Catalano:Catalano.
James Tsismanakis:Catalano. With Greek, I've got to get this right. Catalano. And Dale Hughes. Welcome to the show. You know, for the last 30 minutes or so, we've been talking one of my passions, coffee. So what we can do is just pick up from there. But welcome. Tell us a little bit about yourself and then let's Let's get into the fun
Dale Hughes:coffee. Well, I'm Dale. I'm a native Georgian. I'm from southwest Georgia, but I came to Atlanta, to Emory in 1979, and I never left. I've had about three different careers, and the career I'm in right now is coffee. We're in the coffee business. We roast our coffee. We're a local craft producer. We have it in a lot of different 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 passion for coffee was because in 2012, when I was thinking about what's going to be the next thing I do as I grow up, and I say that laughingly since I'm 64, what's the next thing I'm going to do when I grow up I said you know what I think that we as communities people businesses need to learn how to come together and if I wanted to get to know you what is the one thing I say to you what's that idiom what's the thing I say to you and you know what I mean I just look at you and I say hey let's grab a cup of coffee and you know immediately whether you drink coffee water or tea that I want to get to know you so in 2012 I said you know what I don't know a thing about coffee but I'm forming a company and we're calling it common grounds coffee and out of common grounds coffee we've developed a lot of brands which includes the apotheos brand that we're going to talk some today about with with the soccer and and it includes some of our other brands that we either white label or toll roast or that we put out like our champions brand or our just different brands where we try to use it in the power of community to help each other and so in 2012 i said i'm going to learn about coffee and i went about trying to find the best coffee roasters in atlanta I found one in DeKalb and I learned everything I could from them and then as I'm drinking all that coffee and I brought you some today too I don't know if I paid attention to it but it's from our bakery I said you know what we better have a bakery too so we got where's the bakery bakeries in Marietta but we also have locations and it sells throughout Atlanta as well and we're pretty well known bakery we've got a lot of celebrities that call us for their high-end cakes and we can do anything we can do it from if you just walk in and want a good snack to if you want to have freddy falcon on the well i don't know what it was 75th anniversary recently we did freddy falcon in a cake form for the falcons that's cool so but i'll tell you about coffee and i'm telling when you're ready i'm gonna fill a cup up for you with some cold brew and i'll get into that if you want me to definitely i
James Tsismanakis:know we met uh when you told us about your professional soccer team but yeah tell us about yourself
Anthony Catalano:yeah sure sure i'm uh originally from a small town in Virginia called Lynchburg Virginia and kind of trickled my way down to the south I played at Elon University in North Carolina and then I was fortunate I had a professional soccer career with starting with the Charleston Battery actually back then funny enough that in 2006 when I was with them we were the team the rival at the time to the Silverbacks so we ended up opening up Silverback Park Stadium against the Charleston Battery so um Played with them for about two and a half years. Had some opportunities to go to Europe and get some tryouts. Very tough to make it over there in Europe, especially at some of the lower divisions. And then I retired with a team back in Virginia with the Richmond Kickers. And so after I retired from soccer, I really just picked Atlanta because I had former college teammates that were here. And I was always coming here in off seasons and kind of hanging out. And so I decided to pick up and move. I've been here ever since for about close to 17 years. Passion for the game of football and soccer has really made me who I am in terms of the character and the quality. I think it's an incredible sport that teaches so many life lessons. In 2020, I said, what's a way that I can get involved and provide a platform back for young men, young players to have the aspiration to go pro. And that's when I partnered up with Dale and we came up with this crazy idea of, well, let's get a football club and let's brand it out of Apotheos. And so that's kind of how that was born. So did
James Tsismanakis:you have a coffee passion before? I know you had the soccer passion, football passion. Did you have a coffee passion too, or it just kind of happened?
Anthony Catalano:No, I wasn't a passionate coffee person per se, but I felt so connected to Dale and the Hughes's in terms of the brand and what they were trying to do and how they were trying to impact community that I felt like it was just a great opportunity to extend that through sport. And what better sport than a sport that speaks all languages, right? That is the global sport. And I'm sure you two can talk a lot about how coffee is that same kind of common ground, right? Definitely. So I felt like there was this kind of kindred spirit between the Huses and the Catalanos and sport and soccer and coffee that we could really do something very special and cool, especially here in Atlanta. And kind of knowing where the kind of projections of the growth of the game are going to be over the next decade, we knew that we had an opportunity to kind of do something really cool, change a lot of people's lives, not only players, but also anybody that comes and works for us. We give them that opportunity to gain the experience, become better human beings, be better people, be better in their communities, and I think the sport really drives a lot of that.
James Tsismanakis:Very interesting. Very cool. We'll tell you how important coffee is to this organization, which meaning me. I have three different coffee sections in this one little office. And then we have the first mobile podcast studio in America for Convention and Visitor Bureau, our destination. In the back of it, Monica had to put in... Our fourth type of coffee, and it's the Keurig. So in our mobile podcast studio, you can get a cup of coffee in the back of it. Nice. So tying in coffee with tourism, I do love to have coffee meetings. Like you said, I love to... Even in my office, it's set up to have a meeting around coffee or tea. We also have hot tea for the afternoons. But tell us a little bit about how you got in. We heard your passion for coffee, why you got into coffee. So... Take it away.
Dale Hughes:It goes back to 2012, then I'll bring it forward to now, and in the period between now and going back to 2012, when I met the Catalanos, I actually went up to Lynchburg, and I was looking at some downtown redevelopment they were doing there. One of that's important is, as I look at what we're doing with our roastery and where we're set up now, we're in a historic church. It's a church that's been converted to a new use, an 1800s church, and And we said, hey, let's take this church and let's do something which was originally created for it, brings people together. So let's let it use this coffee because coffee is the second largest traded commodity in the world, okay, behind all. So coffee touches 85% of the people in this world every day. And I said, so we can have a conversation around coffee. And what I know about coffee as a roaster and a manufacturer is, hey, why don't I take some of the gross profits off of this and why don't I show people how to create a flywheel effect to where if you're buying my coffee I can go in and help you with an issue you have let's say your schools and we do this and we call it hunger as a choice let's say your schools have a sector of kids who can't pay their lunch bills well we'll take and we'll shave some of that off and pay their lunch bills let's say your kids want to know hey I don't want to go the college route I want to go I want a different career we teach them to roast we can teach them to bake we can teach them to be a barista we can show them all alternatives. We can also look at it, this is from my son, and it's a passion that Anthony has as well, but we call it the Champions Program. We can say, hey, we know that a kid, if they go into a sport program or an art program, and this is how we got Nick Allenwald, we were talking about that earlier, we know they go into one of these programs, they do better in life. They just, good things happen. So we call it Champions, so we're like, okay, if we sell this labeled bag, or if you sell this in the shop, we're we'll take a portion of the proceeds and we'll put it into their player packs. We'll put it in the million band. We'll put it in them into being an art and we'll support them. And it all goes back to the thesis of 2012. And the thesis is we have more in common that we don't have. We have more unity than disunity. How can we talk about the things 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 lot better. And eventually we started thinking about our roasting techniques can i talk about that for a minute sure okay so You're going to try my cold brew in a minute, and we're going to talk. I'm going to drink this coffee here. Yeah, you drink the bad stuff, and then we'll replace it with the good stuff.
James Tsismanakis:Before you go on, can a 61-year-old go through this kid training to learn how to make coffee?
Dale Hughes:Absolutely. We can work you through this so fast, it's easy. And that's the beauty of being small batch craft and the care we take with it. But really good roasters. What I learned, and I really did find some great roasters, and I sat at their feet, and I learned learned everything I could, just very humbly. And a really good roaster understands that it's a lot like popcorn, that there are two cracks as you go through it. The first crack releases the water. So you listen to that first crack, the water goes out. And so there's that bean. And the second crack, if you go through it, is when amino acids release. And there are three of them. I pulled the medical studies, honestly, the most I can call them. They're just these huge studies, 100-page studies about those amino acids. That's what creates the acidity, okay? So it's the amino acids, the acidity. So when a consumer tells me, oh, that coffee tastes a little bit bitter, they're just saying it's acidic. And to overcome the bitterness, they're putting in a lot of sugar probably or a lot of milk. So that's why you have a lot of coffee drinks that are heavy on milk, heavy on sugar, because they've roasted it through the second crack. The reason you would roast it through 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 to California, and you know it may be in a truck for two weeks, and then it may be in a warehouse for two weeks, and then it may sit on the shelf for two weeks, and then you're starting to realize 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 to you every two weeks. I tell you, don't buy more than you need. If you go through a pound a week, five pounds a week, buy that. Keep it fresh. So our shelf life, if we're hitting 90 or 180 days, is fine. We don't need to go through that. And you could say, well, why do they go through that? What does that do? Does it add a preservative or anything? No. You're just over roasting it so there's a flavor profile comes back. It hits that flavor profile that you still say, oh, this tastes like it has a little power. It tastes good. So that's why you over roast. And you can say, how do I know if they're over roasting? They've gotten away from this in most coffee shops now because they realize people can see it. But do you remember when you used to walk into a coffee shop, a real coffee shop where they had the beans in a hopper, and they would grind them for you, and they'd do it right there? Remember that sheen they had and how they almost looked like 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, and we 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. We really work hard on that. So then what we focused on is we said, okay, we know how to do that. We've got the machine. We've got the equipment, very special equipment to do that. What are we really good at? Well, once you've conquered that, if you're just getting a bean from Ethiopia, you're It's a single origin is what they call it. And it's going to be very good. It's going to have the flavors that you expect from that climate. You know, you pick your climate. And in each climate, Ethiopia, Latin America, Indonesia, Hawaii, Jamaica, they're going to give you different tastes. They're going to give you earthy tastes or chocolate tastes or cherry tastes or whatever. Just like a wine. Just like a wine. And so a single origin, you can draw those out. That's not too hard. That's really not too hard. That's not complicated. What? It's complicated, and what we like to do is the blend. So you take something from Ethiopia, you take one from Indonesia that has a lot of citrus, you take something from Latin America, so you got fruit, you got earthy, and you add the tones together. And now as you drink that blend, you get a little citrus, you get a little wild cherry, you get a little earthy or chocolate, and you blend them. And then all of a sudden, it hit us, and it was one of those things that I immediately, my first career was law, so I immediately said, trademark it. But we call it being bolder, brighter, better together. We take three beans from three different countries around the world. Individually, they're okay. You drink them. You get that single origin. Blended together, they're bolder, brighter, better together. Now think about the mission of Common Grounds and what I told you what it is. And then why Anthony came to me and he said, Dale— Dad and I, his dad. We want to partner with you. We're thinking about this. I think that was about a 30-second conversation when he told me about soccer. I said, we're bolder, brighter, better together. Soccer's the perfect sport for that. You can't win if you're not bolder, brighter, better together. If those 11 players think one of them's going to win it for them, then they're a fool. They're a single origin, and they're going to lose. So we started. Our specialty is blends, and then that led to me learning about cold brew. I know you earlier, before we started the show, we were talking about about, you know, cold brew was really It was formed and created for that ship line that was going in the 1600s from northern Europe, Norway, and primarily over to Japan in the trading. And they got tired of them roasting hot coffee on there and burning the ships and burning the masts. So they created a cold brew. And so cold brew has been around since the 1600s. And it's a very dominant in Japan and Japan cultures. So
James Tsismanakis:when did that you're saying that? And I do remember talking about that. When When did cold brew become popular in the United States?
Dale Hughes:You know, you had versions of cold brews since Starbucks really made the coffee culture popular in the 60s and 70s. And if you look at, there's some documentary series on the Starbucks Dunkin' Donut Wars over the years and what Starbucks was trying to do when it was formed out in California, because they were a great roaster back then, and they were primarily a roaster, and then Schultz said, okay, I want to push it out to retail. But as they elevated the concept of having a good cup of coffee not just the lowest cost cup of coffee because coffee has caused wars. I mean, in Nicaragua and other countries to keep coffee costs down. They actually have disrupted the coffee plantation systems in foreign country to make sure the cost of coffee can stay down. It actually, the bean itself, the coffee bean itself, When it's harvested, it could probably be put in a warehouse for eight years because it's indestructible. Until it's roasted, it's, you know, I think that movie, it's only one cat that really eats it, and it eats it more for the fruit around it. You know, the bucket list movie. But until it's roasted, it doesn't start the deterioration. And we talk about that and talk about what that means to cold brew and everything a little bit, but... I if you look at the history of coffee in the U.S., that third wave of coffee that started in the 70s and the 80s and 90s, there were some really good cold brew companies that came out of that like Blue Bottle out of California. And when they were cold chain and they were dedicated to that, they were dominant. And, you know, they were originally in the little milk carton before they went. That was something you
James Tsismanakis:were telling me. I didn't know that. But again, I I've always been my my mom and dad. I should have had coffee in my veins because if the office knows how much coffee I drink I'm a lightweight compared to my mom and dad and they only drank hot coffee they they don't if it got cold they had to warm it up so it's interesting because I've had my one of my boys loves iced coffee so I'm kind of familiar with that I'm not a big fan of iced coffee basically but I'm so excited because I've really basically never had cold brew like I did. I tried one or two and didn't like those. So this is going to be so exciting for me to try the cold brew with it. But you're very much correct. It is a way to bring people together. Yeah. So with the coffee, we're very excited that we have a professional soccer team here in DeKalb, Silverback Stadium. I guess you can go watch soccer and drink coffee. Absolutely. Yes, we can. you automatically make more of a reason for me to want to come.
Anthony Catalano:Perfect.
James Tsismanakis:So tell us a little bit about the team. And you've been around for... You moved here this year. We moved
Anthony Catalano:last season. Last season. Yep. Yep. So last year was our first year in Silverback Park Stadium. But our first two seasons were in Kennesaw, where the coffee company is. So we kind of... The inception of the club was there. And I think... Really strategically, we knew that there was this great opportunity to move into Silverback Park Stadium. There was something missing. There was something missing in the marketplace within soccer here in Atlanta. And we just felt like there was this really great opportunity for us to extend the brand, kind of get outside of Kennesaw, come into Silverback Park Stadium, which is a soccer specific stadium. So very, very important for that because when it was developed, it was developed to only have a soccer team in it. Now it's multi-sport, right? And Silverbacks have done a phenomenal job of opening that up and having all different types of sports, so lacrosse and rugby.
James Tsismanakis:We had the first big lacrosse tournament two years ago, and it's coming back next year. It only went to Bobby Dodd, really, because it wasn't big enough for the two biggest teams in the country to play. But we're excited. It's coming back, lacrosse, with you with soccer. They do a lot of other interviews. international um rugby used to be here we're hoping seem like we have a big rugby tournament I believe coming
Anthony Catalano:in this coming yep yeah and then obviously the hustle right and like Ultimate Frisbee and how like amazing that is and it just extends out into these alternative sports right and so so silverbacks is really adapted to you know uh get outside of just soccer But within that same timeframe, you know, there was so much excitement around Atlanta United. There was so much excitement around the MLS. And that I think that where we are today is Atlanta is becoming the epicenter of soccer, right? Like Atlanta is now the U.S. Soccer Federation. Like it's hosted here in Atlanta. So all of our national teams are coming to Atlanta. Obviously, everything that's happening with the Club World Cup and, you know, the World Cup next year. summer all of that excitement here in atlanta is that you look at and go this is the epicenter of soccer well why aren't there more professionally run organizations and clubs that have a community connection right that can be very tangible for our youth players to come and see the players and step down the field with them and you know shake their hands and get autographs like That all can be done at United and everyone's a United fan. I mean, I have been since it started and going tonight, right? Like it is awesome what Arthur has done. There's just this missing component that I think lower division soccer, minor league soccer has a place here in Atlanta. And we really feel like we're the 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 really well into these communities and to bring people together um using using football using soccer as that is that um vehicle
James Tsismanakis:you said you trademarked that right yeah so monica as much as i want to take it for a tagline to visit the cab i guess we can't but we could have their coffee here and then we can kind of like yeah i'm in the hijack i didn't know what's called that but i'm in the hijack marketing and i'm like we're gonna hijack something yeah
Dale Hughes: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 somebody doesn't use it for a reason that's not bolder, brighter, better together. If you're doing what I know you do, if you're bringing people together, if you're making DeKalb better, if you're creating that wonderful atmosphere, $1 a year, go away. That's the whole spirit of a And I can
James Tsismanakis:see why you're so tied together with Kellenwald. Because I learned about you all from the executive director, Andrew, and is in this room. I think we started talking about it. It didn't make the show, but we were talking about how you all were a major sponsor, and I believe you're on the board for Kallenwald. So it's very cool how, and I meant to reach out to you, and I just never got to, so I'm so excited. You came in for soccer, and then 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, with having FIFA Club Cup this year, Premier Cup in August, World Cup next year. We're spending a ton of money focusing on international and national, obviously, to come. What do you think that it's going to do to soccer, football, to your club? And do you have anything special planned during that time period?
Anthony Catalano:Yeah, I mean, I think this is by far the greatest moment in history for soccer 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 was that FIFA looked at the U.S. market and said, we're going to give you the award for the 1994 World Cup. But we need something out of that. Right. And we need you to create a major league, top tier division league. And that's how MLS was born. So none of us really actually know what this time around FIFA is saying to the United States and the U.S. Soccer Federation to say, well, after 26. Right. Like we want to see. you know, all of these leagues come to play. And so I think really the opportunity is that we went from one league when we started, it was called the National Premier Soccer League, MPSL. This year we have moved into the USL, which is the United Soccer League. And again, a very strategic move on Silverback Park Stadium, going into USL League 2 was very thought out because of where USA Dell has made some major announcements heading into a lot of this big time growth that's going to happen here. And so they've recently announced that they are coming out with a pro rel system. So that's never been done in the United States in any professional sports, a promotion and a relegation, which is very common in England, right? And the English Premier League or the Serie A in Italy or in German Bundesliga, like there is a performance that you get rated on, right? So if you don't do well, you get relegated down. If you do really well and you win that league that's underneath it, you get promoted up. And so we feel that again, And our club is very well positioned for that growth and ready for that growth. Because if the USL is investing into that and backing that, and we're going to see a lot of markets come really open up here after 26, that I think you're going to have a huge range of leagues that you can, by performance, start to elevate yourself.
James Tsismanakis:Now, have you all thought about, because I know Arthur Blank is trying to bring a women's professional team. Have you all thought about, in your league, bringing a women's professional soccer team?
Anthony Catalano:Absolutely, yeah. So USL, a part of our franchise agreement with them is that we have the rights both to our men's and our women's. So our goal has always been is that we want to continue to expand the game. And the game is meant for everybody. So that means our young athletes, our male athletes, as well as our women athletes. So we want to be able to expand out and have a women's team in the future. And we have the right league that provides that product for us to be able to do that in the future.
James Tsismanakis:Now, we're the host for Oglethorpe Soccer. Do you do anything with them?
Anthony Catalano:Not directly, no. But I know John. And, you know, John's such an iconic, you know, soccer figure here in Atlanta and Oglethorpe. And actually, funny enough, John was at the Charleston Battery right before me, before he came to the at the battery right after him. But no, John's great and he's done an amazing job with Oglethorpe and the men's program there. And yeah, we look to strengthen kind of all of our partnerships. So one that we have a really good, you know, partnership and kind of collaboration with is Tysa and Tucker Youth Soccer Association. Yes, they're huge for us. Yeah, so Tysa's been phenomenal. Like we go up and set out and, you know, Saturday mornings in the spring and the fall and we just promote and they've just been really, really great to work with. And that's what we like about, you know, where we are with Apotheos Football Club is that we're agnostic. We're independent, right? Like, we don't have a youth structure that's underneath us. So we're better together, right? So what we are is a vehicle for some other youth program to look at and say, this is a player pathway for our young player, right? Like, if they're playing a Tysa, it doesn't matter if they're a GSA, Top Hat, you know, NASA, any of the clubs, Inter-Atlanta, Concord Fire, We want to have those relationships with them because we're not competing against them. We're showing them that their athletes can have a pathway. And what our club does is be able to provide that for them in the summers. And when they come back from playing professionally or collegiately or they're in high school, they have an opportunity to continue to develop with Apotheos Football Club.
James Tsismanakis:So specifically with this, it's going to be so exciting because of Club Cup, World Cup, Premier Cup. And it is gonna be interesting to see what they have planned, but I love how the USL, correct? How there's opportunities to move around. But taking advantage of this happening, not so much like in a week or so, but like building up to next year, we're looking at activities that we can have from all of our different cities and clubs and all. So are you looking at or is it not really the time to do that? Are you looking at something special that you could do? during World Cup, or is that everybody just needs to go over and see the games?
Anthony Catalano:Yeah. Well, funny enough, in 2014, I was a part of a group that hosted the largest World Cup viewing party in Brookhaven for the U.S.-Portugal game. Well,
James Tsismanakis:congratulations. You just got added to our Global Sport Committee. We actually have a DeKalb Global Sport Advisory Board set up for that type of thing. So congratulations, you're a new
Anthony Catalano:member. Yeah. And so, yes, I'm a resident of Decatur. And so I love seeing that the city of Decatur is getting behind the watch fest. Right. So I think anything that kind of promotes the growth of the game just from viewership. Right. And getting kids to watch the game at any level is just good for the sport. We hope to participate in that. There's nothing active that we're looking at that may be something that we have an opportunity with silverbacks to partner with them on um because i think again just anything that gets kids out in front of the the biggest game in the world and seeing these athletes the better because they're going to want to play they're going to start younger ages they have something to look up to all right and i think that just is good have you heard
James Tsismanakis:of drone soccer drone soccer yeah it was so interesting several weeks ago We're actually, there's an event called Stonecrest Fest. Okay. And she is huge. The promoter or owner of Stonecrest Fest has brought in drone soccer. Okay. So there's a drone soccer association, I think, based in DeKalb. It's in Georgia. And it's this sec, what it sounds like, but it's in a fenced-in small pitch. Like here, she's actually pulling it up right now. Oh, no kidding. And they get kids. learning how to manipulate, and the drones actually look like a soccer ball, and then you have to fly them into a net, and you have to get around the other players, and you throw it into that hoop. Wow. So it's actually teaching you aviation, pilotry, and... Pilot aviation, how to fly a drone and play soccer at the same time. So we're literally looking at an exhibition game later this year and in something during World Cup doing drone soccer.
Anthony Catalano:That is amazing. You learn something new every day. I did not know that drone soccer. And I
James Tsismanakis:had to see it because I couldn't even envision. Yeah. what in the world drone soccer would be. But it's actually a sport they play against different teams around the South and around the state. And there's a team right here in DeKalb County.
Dale Hughes:All right. This is the problem when you ask 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 ahead and dream and dream about stuff. This is what we do. We do a watch party in Silverbacks Park. So Anthony gets the team to play like 90 minutes before a game is going to start, before U.S., whoever, Portugal is going to start. And so our game plays. Then we have the equipment in there that everybody who's in the stadium can then watch the game, the World Cup game. But then what we do is we give everybody a can of our cold brew. All right. So if you come in, we fill the stadium, we have the cold brew. And right before our team plays, we all have a toast. And it's going to be the Guinness largest toast of cold brew in the world. And what I'm doing is because I remember 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 anybody remembers that, but you go back to Emory. One of the reasons I chose Emory and I really liked it is you didn't go to school on Wednesday. You only went to school on Monday or Tuesday, Thursday and So if you're like me and you know how to plan your schedule, you could actually make it where you might not go to school but three days a week. But then when Coca-Cola put all the money in and Woodruff did, we toasted. wonderful Wednesdays away. We all had a Coke and we all were filmed and we all were raising our Coke, toasting wonderful Wednesdays and saying goodbye to it. But we will say hello to World Cup soccer, toasting it with a can, a cold can. I like that. When we do it, let's pull it off. I like that idea. Let's pull it off. It will be the most attended event outside of going down to Mercedes-Benz, the most attended event in Atlanta. It'll be crazy. We'll toast it. I do like that idea. We'll get the Guinness World Book to say this is the largest We're just cold brew toast in the world. I mean, come on.
James Tsismanakis: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 Guinness at this event, too.
Dale Hughes:Well, we, you know, we get into that. Our cold brews, by the way, are so smooth that they really, in our location at West Peachtree, our cold brews are so smooth that they are used with cocktails a lot. Really? Oh, yeah. They're very smooth. They're very popular. We're in Truist We're in locations in Atlanta. A lot of bars and other places use 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 grab another cup, please. No, no, I've got you a cup right here. We've got tasting cups. That's right. All right, so what I'm doing here, the cold brew process we use. So you've heard about the roast. So there's two enemies to coffee. So I want you to know what the enemies 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 of it. So you just control the heat there, but you only want to apply it one time. So that's why I was saying when Blue Bottle moved from purely cold chain to pasteurizing it so that 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, but what 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. And ours is glycol chilled. So for 24 hours, we have the beans that we've roasted with only going through the first crack, sitting in there. They extract all the flavors for 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, we roast the first time. But because you're then going to put it in a Keurig or do a pour over or do a French press or 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 with that pour over or that French press or whatever you're doing there. But we can control that as we roast it. With the cold brew, it's going to be even purer because there's no second heat. The only potential for the second heat is when we take that bean and we grind it so that it can go into the bright tank. But we use what's called a water cooler grinder so it doesn't get hot as it's grinding because we might grind 500 pounds to go into the bright tank. Well, that's going to get hot. Just think about it like a saw going through wood, a saw going through concrete. It's going to get hot. The grinder is going to get hot. But we water cool it. We put it in the bright tank. 24 hours it comes out. The second thing that will deteriorate the quality of your cup of coffee is oxygen. So if you grind your beans, it's a myth to say, well, put it in the freezer and it will keep it fresh. It has nothing to do with it. Put it in a container that sucks all the oxygen out of your ground beans. So one other way you can suck oxygen out of your ground beans, or if you've already cold brew it, is you put a shot of nitrogen in it, which is Guinness. Guinness does that. For ours, we don't have the little contraption in the bottom. We just have a shot– like Anaheiser Bush does it, so you can shake it like I'm doing in front of you now. I just shake it three times. It's releasing that nitrogen. We'll put a nitrogen head on it. The nitrogen is in there to keep the oxygen out. We also shoot a dose of nitrogen into any bag we seal of our beans, our roasted beans, because, again, we're trying to help you two ways. Low heat, keep the oxygen. Those are your two enemies. So as you think about coffee and you're preparing coffee however you're doing it, fight your enemies.
James Tsismanakis: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 already brewed it, they've already heated it twice, then when you're making it, you're heating it the third time?
Dale Hughes:It's four problems there. You've already– you've done that twice. You're heating it again. And you know you want to have a long shelf life because they may have to manufacture that, roast it in California. It comes to Georgia. It may be six months before you're consuming it. So they're over-roasting it because flavor, from the minute you roast, the flavor's deteriorating. Even with mine, the flavor's deteriorating. you know, after 90 days, 180 days, it's gone. It's going to taste very diluted. So they over-roasted it so if you buy it at 360 days, it still tastes like it has a little strength.
James Tsismanakis:Okay. Because you know it is such a, I mean, I still drink Starbucks, but it's got that, like, over-roasted taste.
Dale Hughes:See the little head going up on it there? Yeah. All right. So I'm not
James Tsismanakis:drinking beer right now,
Dale Hughes:right? No, you're not drinking beer. What I want you to do is smell it. So it's just like a wine. Smell it. Can you smell the coffee forward? Can you smell the coffee? You should drink coffee with your nose as much as your mouth, okay? I don't have time. I drink too much. If you can't smell your coffee when you're drinking it, there's something wrong. There's something wrong with your coffee. But now taste that. All right, throw this out. We're getting rid of this coffee anymore. So what we're doing is we're doing a purist here. So this is our foundational blend. This is a blend.
James Tsismanakis:I wish I'd had Dr. Kim. One of my professors, and he's on our board, is a certified coffee guy, whatever that is. And I should have had him here today. Q-rated. He's Q-rated. There's
Dale Hughes: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 the organic question earlier and the fair trade, we don't buy our coffee beans unless it's through a Q-rated buyer. So I thought about doing that
James Tsismanakis:as much as I drink coffee. And I swear, everybody laughs at me. Hot coffee will cool you down or cool me down. Everybody says it's not true, but my dad taught me that. Interesting.
Dale Hughes: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 all of those beans. That's really good. All right. Now, the iced coffee you were talking about with your son. It has had two... heat applications to it at a minimum the first time it was roasted then when the hot coffee was made and then it was immediately thrown into a cold bath the cold bath didn't change the fact it's already been burned twice i'm gonna give you a little more of this but then i'm gonna give you a little more of this but then we're gonna go to some flavors because i want you to see what can happen when you do your base right i know where i can never over drink coffee all right so let's just talk about that iced coffee because i remember i was in saint augustine one time i go to every coffee shop and what people are doing with their cold brews and I found a coffee shop in St. Augustine I thought man you guys are doing your cold brew right I'm talking to the lady we're drinking it I'm saying you're really doing your cold brew right how do you do it she took me back there and I'm like you're doing it right you know it was very small batch and then I said I'd like to take some with me on the road and so she dropped some ice in it I said whoa what are you doing she goes I'm putting some ice in it because it's hot outside and I want to keep it cold for you I said you put real ice in it She goes, I know. I said, well, this is like whiskey. I said, if you put ice in it, you're diluting it. I said... Your ice cubes should be cold brew ice cubes. She goes, oh, my God, you're right. I said, or you should have that into your equation. You already know the dilution and the dilution doesn't impact it. So a lot of times when we're putting together drinks, if you go into our shops and we're putting ice in it, we've already factored in the dilution, like how much dilution will occur. You're drinking it in its purest form. So what did I name this can?
James Tsismanakis:Goldview
Dale Hughes:Brew Coffee Purist. Purist. This is the purist form. This is the foundation. So we say the purist is the foundation for everything. I can do this blend for you on a roaster. I like your idea
James Tsismanakis:of the coffee as ice.
Dale Hughes:Yeah, you have to because otherwise you're going to do like a whiskey drinker does. So I have two vices, coffee and whiskey. We should have
James Tsismanakis:been on our first unveiling of bourbon we did at
Dale Hughes:Distillery of Modern Art.
Anthony Catalano:Yes, they're great.
Dale Hughes:So this here, if you want to introduce ice to it, what you need to do is really think about that dilution. But now go ahead and drink the purest because I'm going to let you pick. I'm going to tell you the flavors to pick from. This will be interesting because I don't like flavored coffee. I know, but I want you to see if the flavor is different. What I want to ask you is, is the coffee taste still forward? Is the flavor just in the background? The flavor should just be something that's adding to it, not taking away from it. Because the modern cold coffee drinker, and I don't know whether they're drinking an iced coffee or a cold brew, but the modern... cold coffee drinker is typically drinking a milkshake or something for the candy flavor they're not drinking it for the coffee so they're creating drinks that really feature it's got chocolate it's got caramel it's got this we create drinks that that is sort of secondary so like this is s'mores and the way we talk about the s'mores flavor is we want you to think i'm sitting around a campfire having a nice cup of coffee it happens to be cold coffee and it has some flavors that reminds me of cooking a s'mores over it. Or we have the adventurer. And the adventurer, I want you to think, it's going to taste like trail mix in your mouth with coffee. All right? Or we have French vanilla. And you know what French vanilla is, so you can taste that. Or we have a Blondie. This is our favorite. The Blondie is caramel and vanilla. That is us saying most of the cold brew drinks sold by our competitors are caramel and vanilla. So we had most people coming in saying, I love caramel and vanilla. So we made a Blondie. But it's really, it's secondary to the Coffee Ford. So now you've got French vanilla, Blondie, Adventure, or S'mores. What do you all want? And you can have them all. What do you want?
Unknown:S'mores.
Dale Hughes:All right. We're going to go with the s'mores. It's going to have a cinnamon. We put real cinnamon in this, too. So that's the only difference from the normal s'mores that we'll have. And I'm going to get you a different cup. We're not going to get the campfire going, are we?
James Tsismanakis: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 steel fire 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 it there. So
Dale Hughes:remember, just like with wine or something, I want you to smell it first because I want you to always drink with your smell and then go forward with it. It should not be overwhelming, and it should just have that hint of the s'mores, and it should be like, oh, I like this. Oh, and by the way, because we're low acid and because we use this technique, I want somebody, other than you, because I've already told you, I want somebody to tell me how many calories, this is a 12-ounce can, so you can think about places that sell these things and how many calories in it, but how many calories are in my 12-ounce can? We're all looking at Monica.
Speaker 00:Oh, okay. Let's do 60.
Dale Hughes:It's 40. Most places will have about between 120 to 200 because you're overcoming that bitterness. But we're not overcoming that, and it's just a very subtle taste. Wow, that I like. You smell the cinnamon when you do that. You get the hints. You get a little of that chocolate.
James Tsismanakis:But what would this taste like? I always go back to hot. I'm still a hot fanatic. So how would it taste hot?
Dale Hughes:It's very good hot. We can do it in lattes too with our low acids. So we do that. If we went to one of our shops right now, I could drop one of these for you in a roasted with a hot and it's beautiful. This here, by the way, if you just add a little milk to it, and again, the reason we don't add milk, is because we'd have to pasteurize. And if we pasteurize, we're introducing heat. And if we introduce heat, we're defeating the base.
James Tsismanakis:So I just think it's perfect like this.
Dale Hughes:Yeah. Most people do it. And if they say I want a little milk, we tell them, you know, add whatever milk you want. We actually, we sell this in a cold brew format through a kegerator because we do a lot of kegs. Like, I don't know if Anthony's got one in his house, but he drinks enough. He's probably got three kegs of this in his house. Always tapped. We do it through kegerators, and so we can then introduce That's what we
James Tsismanakis:need to do. I'd like to see my tea and coffee operation over next door.
Dale Hughes:I'd have to get the list from you, but we have a lot of offices, apartments in DeKalb County that buy our cold brew in the keg format. They have the keg graters. They buy our roasted. They put it in their machines because we can do frack packs. We can do the Keurig equivalent. We don't call it... whatever they call it, the K-Cups. I'm not, you know, I have the license for a K-Cup. So I just call it the Keurig equivalent, but we can do that. And then, you know, we try to encourage people just, you know, buy it in our bean format, get a bean to cup machine, because that's the best way if you can. And there are a lot of people that we work through that'll just deliver. We can have a bean to cup machine put in your office and you just, we'll supply you with beans and you just push a button and there it is. Now
James Tsismanakis:we're talking better because you're our other resident coffee drinker. So you would, Monica and I, I think, are the two main coffee. And Dorcas, I think. That's right, Dorcas. Yeah, so.
Dale Hughes:Well, now, Monica is by far the youngest in the room besides my daughter over there. What did you think about the taste, Monica?
Speaker 00:I loved it. I haven't had cold brew since I actually worked at Dunkin'. Five or six years ago, so... No, the cold brew
James Tsismanakis:has to go in my office, so you have to come in there
Speaker 00:to get it.
James Tsismanakis:I'll come into your office and we'll get the cold brew together. Monica's
Anthony Catalano:trying to stake it out. She wants claim. Yes, we
James Tsismanakis: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 machine in my office. And we have a French press. Um... Yes, we need a keg. You need a keg. We're
Anthony Catalano:going to get you a keg. You haven't covered that. We've got to get
Dale Hughes:a keg. I'm going to let you pick another taste, and I'm going to leave these with you. This is Monica. But first, I want to warn you about 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 interesting things about cold brew is it is an alternative energy drink for a lot of fitness people. They love the coffee taste and they want energy. Well, cold brew has more caffeine, not because the process results in more caffeine, but because of the dilution. So when you're drinking that hot coffee right there, if that was made in a Keurig, it's 13 parts water, one part coffee. When we do a cold brew, we do one part coffee, one part water. So just because we drop that ratio, it's higher in caffeine. Not because the process creates more 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 energy drink people and the fitness people. I'm not an energy drink person. Okay, well, that's where we do the Maverick, and we're about a 1.9 coffee to one. So this is much higher in caffeine. So I'm entrusting this one to Monica. So the person, you just want to watch them run around like crazy or whatever, but also be prepared to, you know, whatever you need to do with a CPR or something on them. This is the energy drink, okay? That's the one that if you're having a day and you're really low in energy take a hit of that one take a hit of that one and you'll love it so you need to put that in the refrigerator keep it cold and when you need it all right french vanilla uh adventurer which remembers trail mix in the mouth or blondie which is caramel and vanilla
Speaker 00:um let's try blondie you said that was your most famous one right
Dale Hughes:it's our it's our number one cold brew in the retail sales people really like it and then i'm leaving the others for y'all to put in the refrigerator and Next to the Maverick. All right. And, again, we've got some s'mores and some purists left right here. You put those in the refrigerator. They'll be okay up to– it's open there, but they'll be okay for a while. I'd drink them before a year or two, but they'll be okay for a while. Oh, that coffee doesn't last long
Speaker 03:here. Yeah.
James Tsismanakis:Actually, when I was in Chicago in my office, I had to put in a coffee station because we would go through the coffee, the big cans, the big urns, several times a day because there were so many meetings in my office that I actually had to build a section to be able to have the coffee service because it was... Just always
Anthony Catalano:ready. Always
Dale Hughes:ready. All right, wait, wait, wait. Don't drink yet. Smell... All right, everybody, we're practicing for next year World Cup. The greatest toast ever. Everybody. Cheers. To DeKalb County and to Apotheos Football Club. Salud.
Speaker 02:Yeah.
Dale Hughes:That caramel really jumps out in there. It comes out, but it's still coffee forward. See, I didn't say this one because I knew I wouldn't like
James Tsismanakis:it. Because I'm not the caramel person.
Dale Hughes:Well, it jumps out.
James Tsismanakis:It does. It jumps out. Yeah. Now, the s'mores was amazing. Yeah. But I knew when she said this one, I was like, I wasn't going to like the French vanilla probably either. But the s'mores is perfect. Now, this one, you can definitely taste it. Like, if you like caramel, you can definitely
Dale Hughes:taste it. You can taste it, but you're still getting the coffee. You haven't lost that pure space. If it becomes where you can't taste the coffee, we back it back down. We sell coffee.
James Tsismanakis:We don't sell syrups. You can taste the caramel and you can taste the coffee. I like smelling it. I just don't like drinking it. You can definitely smell it and taste it. If you're a caramel drinker, you're going to love this one. It's going to be right up your alley if that's your flavor base. I like it because... If you're into this, you have the low, if you're into trying to be healthy, but you still want the flavors and all, it's perfect with 30 calories, I think you said? 40. 40 calories. So 40 compared to, what, 150 to 200,
Dale Hughes:250, somewhere in there? 150 to 200, yeah.
James Tsismanakis:Yeah, so I mean, yeah, you're definitely, and you know what's very interesting 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 away from them. As soon as I learn their low acidity, I won't go. Because it doesn't add to my system. But this is good. Because I've had now, what, four?
Speaker 03:Yeah.
James Tsismanakis:And a couple cups of one. If it was going to be the typical 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, because I was real honest, I won't go to a low-acidity coffee. But with this, I would. I would drink this. Excellent. And have. I mean, wait for the keg.
Dale Hughes:Yeah. We're getting you a keg. We're getting you a kegerator. And we're going to try to get you into a bean-to-cup machine, too. We need to
James Tsismanakis:figure out what type of name, because I really want to have this for the gift shop, for welcome gifts. Of course, we'd have it here in the office. Got to come up with a cool name.
Unknown:Okay.
James Tsismanakis:I like this. Tie it into soccer football. There you go. Perfect for us. I think your idea of the Guinness record of cheering on the World Cup next year is going to be phenomenal.
Dale Hughes:Okay, modify the idea a little bit. It's got to be your brand that we cheer it with. Oh, that's even better. So there you go right there. When we stand there and we hold it, whatever name you come up with, in DeKalb County, that's what we're
James Tsismanakis:toasting. What's interesting is that we need to look at a cold brew version of ours, too. Yeah. I wouldn't have thought of that. Honestly, again, that's not my thing. I'd do both. But that would be how we would sell it. and how we would give it away as a gift is going to be interesting. We can figure that out after the show. Yeah. But now you've got my mind spinning.
Dale Hughes:We're working on it. It's the cold chain process, but we're working on shipping it places. But, yeah, we come over this way all the time, getting cold brew over here. And, again, we're purists, which hints are foundational. We're not going to introduce that heat just to be able to– because the taste changes. Blue Bottle, which I admired for so long, coming out of that milk cup went into the can was bought out by nestle they introduced heat and they're pasteurized and the taste is different stumptown beautiful out of i forget where they're out of it's it's milwaukee wisconsin somewhere like that minnesota uh bought by a european conglomerate pasteurized introduced heat boom they're gone that's you know why they're you know cures like Total cold chain. And there are people who believe the cold chain is there. I believe the cold chain is important because of the heat.
James Tsismanakis:So what's the name of the bakery?
Dale Hughes: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 little trivia, is first cousins with Paula Deen. So when you want to know our cooking style, It's a Paula Deen style. There's going to be a lot of flavor in that. No preservatives, a lot of sugar, just a lot of good stuff in there.
James Tsismanakis:Where is Common Ground? I swear I've been to that.
Dale Hughes:I, you know, when I formed it, I looked and there are shops. There's one in Covington. There's a Common Grounds coffee there near Oxford at Emory. And, um, There's one in Valdosta, and they already exist. Oh,
James Tsismanakis:how long? Was Valdosta like a long time ago? Yeah. Okay, I bet you because I lived in Valdosta quite a while ago. Yeah, it was a long time ago. As soon as you said that, it was like, okay, I've heard of that.
Dale Hughes:So people have used that name a lot, but nobody registered it, and I registered it with the Secretary of State.
James Tsismanakis:You're like having an attorney. That's right.
Dale Hughes: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.
James Tsismanakis:That's pretty cool. So I probably need to wrap up. We've only been about, what, two hours? So before we wrap up, tell everyone where you can find the football club and– Have you already started?
Anthony Catalano:Yep, yep. So we're already two games into the season. They can go on to apotheosfc.com and look for single game tickets. Our next home match at Silverback Park is June 13th. So kind of look forward to some fun themes that we're going to do. Obviously, it's Father's Day weekend. So we're kind of prepping and preparing for that. And we're really excited about, obviously, you know, the next home match. But We've been a little bit on a 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 at Silverback Park. And then obviously follow us on all of our socials, Apotheos FC, and you can find out more about the club.
James Tsismanakis:And you can buy tickets at... The website?
Anthony Catalano:Yep. Buy single game tickets on the website. And you can obviously buy tickets at the door. So it's $15 and $12 at the door. It's $10 and $12, $10 and $8 online if you get them in advance. Very cool. And then we sell season ticket packages as well. So folks that are looking for something in 26 or now, they get access to all the games. But what's really cool about our season ticket packages is for $100 for an adult, you get a jersey, a free jersey, which values at $75. So with every ticket sold, you get a jersey. So we've got season ticket packages that, you know, moms and dad buy for the two kids, and everybody gets a free jersey out of it. So it's a really great way for us to, again, you know, kind of extend the brand, give people in the community something for coming to the games.
James Tsismanakis:So we're going to have to do the show again because we have– soccer jerseys coming in for the staff and we'll start wearing it when we talk about, uh, so we have to do the whole show again and drink more coffee. Well, we appreciate you coming on. 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. And we'll make sure everybody goes out and gets their tickets only what another month left of the games.
Anthony Catalano:Um, so we, until about July 12th. So, you know, we've got games from now until July 12th. And then if hopefully we make the playoffs and it runs through, uh, up to about the first week of August.
James Tsismanakis:So you got a little time, little window. Come out and see some great soccer, football, depending on where you're from. And come out and taste the coffee at all different places. And if you're in Gwinnett, not in DeKalb yet, but if you're in Gwinnett, you can go to the bakery. And it's called what again?
Dale Hughes:Bakery's Gabriel's.
James Tsismanakis:Gabriel's Bakery. And the coffee is Apotheos Coffee, cold brew. Make sure you come out and check out Callanwolde, big sponsor of Callanwolde. So thank you for tuning in. Be sure to check our next show.