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Capitalist Sage: Building a Brick n Mortar Retail Business Based on Healthy Living [Podcast]

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Press Blend Squeeze

You may not think much of eating your fruits and vegetables, but Matt Scott, CEO of Press, Blend, Squeeze and our guest on this episode of the Capitalist Sage has something to say about eating healthy. After prolonging his father’s life through diet and nutrition, he went on to open up his health food business to keep his community healthy too. Join Karl, Rico, and Matt
as they discuss just exactly how he has worked his way into the health food business.

Social Media:
http://instagram.com/pressblendsqueeze
https://twitter.com/PBSjuice
Website: https://www.pressblendsqueeze.com/
Email: Info@PressBlendSqueeze.com

“As much as people know or don’t know you could really change the way that you feel, not only physically, emotionally. And so we changed his diet and instead of the five month diagnosis we had him for over five years through food. So literally from that, I felt a calling to put together a strategic business plan on how can we change and save lives through food. So that’s literally our mission at Press, Blend, Squeeze, that’s to save lives through food.”

Matthew Scott

Podcast Transcript:

Karl: [00:00:30] Welcome to the Capitalist Sage Podcast. We’re here to bring you advice and tips from seasoned pros and experts to help you improve your business. I’m Karl Barham with Transworld Business Advisors, and my cohost is Rico Figliolini with Mighty Rockets Digital Marketing, and the publisher of the Peachtree Corners Magazine. Hey Rico, how’re you doing today?

Rico: [00:00:48] Good. Good.

Karl: [00:00:49] Any sponsors today for the podcast?

Rico: [00:00:53] Well, Atlanta Tech Park is a major sponsor. We’re in their podcast studio, so Atlanta Tech Park here in the city of Peachtree Corners in Tech Park. It’s an accelerator just down the block from and right on the road of Curiosity Lab at Peachtree Corners. So this is one and a half mile autonomous vehicle track. For those that don’t know, it’s the only one of its kind in the Southeast and to some degree, the only open live living at lab, if you will, in North America or other States in the United States. So lots of things going on, and I’m looking forward to doing this episode.

Karl: [00:01:30] Absolutely. One of the other nice things is it is powered by 5g, Sprint’s 5g system here, so that if you have a company that wants to be on that higher speed internet mobility, internet system, you can work out of Atlanta at their park or others. Do test here. Run that. So just a great hub of technology right here in Peachtree Corners. Today we’d like to introduce our guest Matthew Scott, founder and CEO of Press, Blend, Squeeze Cafe and Juice Bar. I guess it’s a, it’s a local juice cafe, juice bar that opened up in the forum. There’s a couple of them here in the Metro Atlanta area, and we’re going to talk about starting and building a retail business focused on the healthy food movement. We know that everyone has been trying to get healthy and we see folks trying different types of diets, trying different types of alternative to the traditional fast food. And we found really interesting your approach and taking a look at this market and being an entrepreneur and trying to build one. So we want to talk a little bit about your journey in doing that. Matt, why don’t you tell us a little bit about yourself?

Matt: [00:02:50] No, absolutely. And guys, thanks very much for having me. I really appreciate it. You know, before two years ago, I was not in this business. So I was in corporate America for about 15 years, both from significant leadership roles in fortune 500 companies down to startup companies and taking them public all in high growth areas. And I saw an opportunity here and you know, it’s kinda like how most people get brought to changing their diets. It’s when you get punched in the face. And so myself, my dad looked at me and he was given five months to live. From the doctor told me that he had stage four esophageal cancer. And he was my best friend. And I’m sure like I did, like the rest of us would do and say, well, what can we do about that? What, what, you know what, what options do we have? And, you know, so diet is an extremely. Strong portion of influence into everyone’s life. As much as people know or don’t know you could really change the way that you feel, not only physically, emotionally and so we changed his diet and instead of the five month diagnosis we had him for over five years through food. So

literally from that, I felt a calling to put together a strategic business plan on how can we change and save lives through food. So that’s literally our mission at Press, Blend, Squeeze, that’s to save lives through food. And we do that multiple ways and we could get into that a little bit on, on, on that as we go forward. But that’s what we’re trying to do. We had the opportunity, I’m glad that you noted that, It’s just starting out here, down here in Atlanta. We had the opportunity, we were living in Chicago when we started this business, and we could have put this anywhere in the United States that we wanted to put it. Because we moved back to Atlanta to put it here. We saw a significant void in the Atlanta market in comparison to other areas of the country from a quick service, healthy restaurant and juice bar. If you’re driving around Peachtree Corners, there’s not that many options that you’re going to be able to get to. And people thank me each day for opening up and we’re truly seeing the snowball going downhill right now. From people, you know, grabbing on, we actually took over an old juice bar there, but people, it was out and closed for I think almost a year. And so we took it over. And so people are just beginning to realize that we’re back in there and, and they’re very thankful for it.

Karl: [00:05:52] So I can ask the question around you know, your background. Did you have a food background when you started thinking about nutrition background? Tell me a little bit about your background and, and how it helped you, you know, come up with the concept.

Matt: [00:06:07] Yeah, sure. So food background and if you call it this when I was putting myself in high school through college, I had the privilege of going to work for a quick service restaurant. That was the first location of then soon to be broadly franchised restaurant. So I was a hard worker. They brought me in and they allowed me to be one of their lead trainers and opener of new locations. So I got some good experience on how to take a model and replicate it and open it you know in, in a new location and to train the staff. In addition from a food customer service aspect, I worked in restaurants going through college to make Money. So I, I dealt with customers, delivered customer service, was able to take orders attentively and, and give that customer level of customer service in the food industry. But as far as you know being knowledgeable in the space, I was I consider myself a relatively healthy eater. I was always an active in sports physical working out and exercise. And, and so I would eat healthy, but my knowledge increased via doing my due diligence over the web and talking to industry professionals, doctors, nutritionists, et cetera. Once I started looking into it for my dad.

Karl: [00:07:46] So what, what, what most people don’t really understand about the food choices they make and how are you able to, to help modify your dad’s diet. What were some of the changes that you saw really have an impact?

Matt: [00:08:00] Sure. So after my father passed the, I, I was a little bit anxious. I said, doc, you know, my dad was 67. I got two young kids like this, you know, help me out here. And he said, you know, your father’s cancer was not genetic. It was not hereditary. Because there’s three things proven to fight cancer, and that’s eating clean, eating green, and exercise. So, you know, reality is, is that a majority of Americans, I would voucher to say that the majority of people in the world don’t eat enough green vegetables. Green vegetables that basic biology, it has

chlorophyll and photosynthesis, and that’s what gives your cells energy. It also allows your cells to reproduce, gives them the strength to reproduce at a high level. And so cancer feeds on deficient cells. So if you’re in, and this is, this is part of what extent am I, my dad’s life is by having cells that are strong and can defend themselves. Cancer got nowhere to live. I’m sure we’ve all heard stories of people being able to overcome cancer and become cancer free. And some of that’s through killing, you know, radiation and killing all those cancer cells. But that kills all the good with the bad. So if you do some research people have become cancer free through diets. And so greens are that prominent thing.

Karl: [00:09:42] And you know one question along that. Why don’t people eat more green? It’s here, here in the U.S., here in Georgia. What’s, what’s holding us back?

Matt: [00:09:49] Okay. So let’s be real. It is accessibility. It is convenience. Our lives are not going to get any slower. Our lives are not gonna get any less busy. and the food that we have at our disposal. Is a convenience factor. And it’s gotten to the place where the food industry is a business rather than a need. So you know, when we were all, go back 200 years in the United States and we’re farmers and gatherers and everything we ate to survive. Now, people, the food is a business. They’re trying to make it. What do you do in a business? If you’re not going to grow from a volume standpoint, you’re going to try to make it less expensive. And so the majority of food choices at our disposal are from large businesses that are trying to make food cost-effectively.

Karl: [00:10:56] So is this part of the movement that makes like Whole Foods, Sprouts, these types of places? Cause you know, on one hand you see these, these places that are popping up everywhere. So the, there is, for those that they can access it. They’re still not making the choice whether the, you are, you’re in a supermarket, they’re not building diets around fruits and vegetables and increasing the amount of greens in there.

Matt: [00:11:23] Well I would, I would be careful because the fastest growing segment of the supermarket is organic vegetables. If you’re looking at all the areas.

Rico: [00:11:33] I mean, I can see when I go to H Mark, for example, and you go to an Asian supermarket, you will see a big area of vegetables. When you go to a Walmart, only recently have they increased it a little bit and only in those areas where they’re competing with an H Mart or something along those lines. So Americans still are not consuming. You’ll find South Americans use farm communities that are first generation, maybe American. They’re still consuming that. But as they get further away from that generation they’re going back to the processed stuff, they’re going back to the easy stuff.

Karl: [00:12:09] I mean, when you think about it and growing up in New York, how many fruit stands you would go to fresh if you’re in Brooklyn picking avenues. And the city…

Rico: [00:12:23] Tomato, tomato is the big one over there.

Karl: [00:12:23] All of these places that, that had that. And so yeah, accessibility made it easier for people to get fresh, good quality, healthy, healthy food choices. And, and so as part of that, the shifted in parts of the country where, where that tradition wasn’t there and it was more based on supermarkets, they were, where they can control. What people are selecting is, is impacting that.

Matt: [00:12:51] Yeah, I agree. It’s so, it’s accessibility. It’s knowledge. So you know, people say, Oh yeah, I like to eat healthy, but they don’t necessarily know what that means. So like it’s, it’s being able to, to truly understand, you know, even my father, you know, he would even joke to me and be like, Oh, I’m eating an organic banana. And I’m like, well, you don’t have to eat an organic banana. The skin on the banana protects the banana, like so, so like it’s the knowledge of you know how to do it. But it’s also, there is so much of an emotional, psychological, it’s almost reactive because we’re so busy. So all of a sudden instead of it, you know, you being conscious about what you’re eating, your brain goes, Oh, I’m hungry. And. The reality is, is studies show that sugar is eight times more addictive than cocaine. And what you can find is in majority of that quick service food that you have an emotional reaction that says, I’ve waited so long, I’m starving. Now I need to go get something to eat. Let me pull over into this drive through. I’m almost certain than almost any option that you choose there has sugar in it, high fructose corn syrup in it. And, and, and so your body reacts. And there’s, there’s a, an emotional receptiveness that goes off in your brain, that says that.

Rico: [00:14:18] You brought something up that really, and I haven’t seen this, and then it doesn’t make sense to me now that you’re talking about this, is that you have Starbucks, you have Dunkin donuts. The majority of what they sell is true through that drive through. You’ll never see a Starbucks without, without a drive through. But there was one that I remember, there was located somewhere and they asked and they got a rezoning, so then they were able to have a drive through through that one because that was the only way to save that store. And I have yet to see it think a drive through juicing bar. And it doesn’t take long to, to create it. It’s just as long to critical lotta. I think in a, in a Dunkin, not sure. So I haven’t seen that and that we talk about how easy, if that was easy, if I could drive through that, I probably would get that over something else.

Matt: [00:15:06] I’m sure. People ask for it all the time. It’s, it’s absolutely on the radar as far as like convenience. Now what I would say is that it because a lot of times you’re making it to order. It’s not going to be necessarily the speed of others. But you know.

Rico: [00:15:28] I’d wait there for a minute. I mean, it doesn’t take long for, depends on the process.

Matt: [00:15:33] Yeah, no, it’s, it’s absolutely on the radar. We’ve, we’ve discussed it. We’ve looked at locations. We’re not there yet as far as, you know, but it is on the radar. And I’ve had a lot of people bring up the convenience factor. So it goes back to three things. It goes back to

convenience. It goes back to knowledge, and it goes back to emotional, kind of reactions and, and, and addictions to sugar. And, and I even go to people, the, the, the misunderstanding that healthy can’t taste good. So a lot of people kind of coined. I used to have people come into our Dunwoody location and the, the wife and the kids would order something and the husband was there and I said, Hey, you know, can I get you something? He goes, I don’t eat healthy. And I said, well, hold on. Like, what? What, what does that mean? I was like I was like, you don’t like guacamole? No, no. I like guacamole. And I go, well, hold on. Can we get you some, a Turkey wrap with some, some hummus and some roasted peppers and some, you know balsamic glaze on it, man, it sounds really good. And then, you know, I’d say, well how about PB and J smoothie tastes like a peanut butter and jelly sandwich but doesn’t have any sugar in it, but it’s really good. Oh, I like PB and Js. Avocado toast, soup. Like they’re like, Oh man. And then they eat it and then they go, man, this is really good. I go, I guess you eat healthy. Like, so it’s that coined a misconception of it’s true, healthy can taste good.

Rico: [00:17:14] And you also have food though, right?

Matt: [00:17:15] Oh, we do. Yeah.

Rico: [00:17:16] See now that didn’t, and I know that vaguely you have food there, I haven’t been into the store yet. But I would not realize that. I think if I was passing by would think juice point. I wouldn’t think food just that. But you do have a menu though?

Matt: [00:17:30] Absolutely. We do about 50% of our business in food, we do a ton of catering. One of our biggest growth pillars is in corporate catering. You know, when I was in corporate America eating the same, we would cater probably three to four times a week for lunch. And it was kind of from a rotation. And, you know, I’d get a pizza. I could tell you I’m probably going to get pizza. I can tell you, I might get a fried chicken sandwich for breakfast. And you know, I might get Mexican or some type of Southwestern and majority of those after I ate them I was ready for my couch. And corporations are realizing this and, and they’re actually like. You know, some of the large corporations and the reasons why we chose these locations are strategically positioned to align with those corporations. So like Newell Rubbermaid further snack attack on a quarterly basis caters 600 as eyeballs from us IHG regularly for their executives. I’m actually in February, I’m going down and meeting with the CEO’s executive assistant, and she has 14 people that report up to her, that schedule for hundreds of people, but we’re giving them a tasting of our lunch. I mean, so we have these large corporations that are not only providing lunch for their employees, but they’re being more conscious of what they’re providing because it’s actually leading to productivity. Like they, they, you know, they’re, they’re going back and not trying to, you know, relax at their desk.

Karl: [00:19:19] No, I was going to say, I remember doing meetings and corporate training around the world for, for years, and we’d have four or five days of, you know, catered and meals and so on. And we would always, I would actually ask for certain menus on certain days because what happens right after lunch and they come back in and that energy drop.

So we would actually specifically pick activities and exercise right after lunch, which had movement. Kind of wake people up because those heavy lunches, they’d come in with pasta and folks would be ready to go to snooze town and, but, but even having options that gave energy boost you. The afternoon snack break would have muffins and donuts and cakes and cookies. And we started shifting to nuts and try and start a team that shift. But that was my two choices there. There wasn’t a menu of stuff that people could do on that break time. that helps boost that productivity that, that you were mentioning. So, so, so I think that’s, that’s, that’s something that’s seeing, that’s happening in the market.

Rico: [00:20:27] Also, we were talking a little bit before the show before you showed up, and we were talking about how it’s Amazon proof almost. You can’t ship, you can’t ship certain things. You still gotta eat, you still can’t go out that way. But how, how do you find the challenge of doing, you opened a brick and mortar store? You didn’t have to build it, obviously it was built out and you’re there.

Matt: [00:20:49] We build out our last one, our first one. Yeah.

Rico: [00:20:51] So how do you find that? How do you in a world where people are shifting away to Amazon ordering, like I said, over Amazon proof. Or Uber, Ubereats, Dash, Door Dash and stuff like that. How do you find that? How did you find it opening up a place like that? That’s not a franchise essentially.

Karl: [00:21:12] You chose brick and mortar and retail location to deliver this concept. What were you thinking? How do you, how do you, how do you make that decision?

Matt: [00:21:22] So when I experienced the benefits of what we provided, like, and I would encourage anybody that listens to this podcast, I’d encourage you guys go in and grab a juice, go grab a roots and fruits, which is a juice that has some beets in it and has a little bit of orange and ginger. Tell me how you feel in 30 minutes. Dynamically different than anything that you’ve ever eaten or drinking or drank from any other place. So, you know, the reason or how I did that is said, man, this is amazing, you know?

Rico: [00:22:07] But, but how did you find, how did you develop the idea into a business? I mean, how you, you had to open a brick and mortar. What did you fit. You know, buying equipment, the ingredients. How, what’s the actionable side of that?

Karl: [00:22:22] The rest of their business. Often the products, the product and the need is clear and you’re matching those two up, but you’re running a business, right. And it takes, it takes a bunch of things coming together.

Rico: [00:22:33] And this is the second location, right? That you have. So you’re working towards either a chain of them or franchising at some point? How is that working? Doing that?

Matt: [00:22:41] So, so again, I go back to my experience. I was part of a startup. When, when, when we’re, when I was at a startup, we wear many hats. I got recruited actually I should say when I was part of Rubbermaid and my initial job was for a division that started around 30 million. And I got put into at a young age, I’m blessed. And, and believed in by a president and a mentor that gave me significant responsibility to take that 30 million of vision, gave me a significant amount of budget. The ability to strategically put the Strat plan together and grow that business within four years to 150 million globally. I got tapped out of Rubbermaid and recruited out of Rubbermaid to go be part of the largest office products company in the world. And then they brought me in with a pipeline funnel of zero, and they said, we brought you in here because your skillset is different and in the need of nothing that we have internally. And they tap me. And within two years we had a sales funnel of over 150 million in the pipeline. And I had a team of eight, you know, rolling up to me. And so I wrote those trap plans. I built those trap lines. So the way that I did this was I treated this, I said, Hey, there’s an opportunity. Let me, let me develop this business as I would develop any other business. So I went and sourced out partners. I went and did my research on how other competitors were running. I identified machinery that we needed. I put together the menu. I oversaw all the marketing. And I mean, like we, we’ve had wildly success in two years. That, that I like feel so good about, I mean, and blessed honestly, we get like almost 9,000 unique people that have come into our store and given us their telephone number and said, Hey, we are okay with you contacting us, here’s our telephone number. We want to be part of your membership program. Like, I don’t see businesses that are like national brands even, you know, doing that in, in single locations and stuff. So, so we’ve been putting the right strategy around the business to, to have a performance or whether I have experience or not, I treated it like any other business or any other product line and I was about to grow and, and put the…

Rico: [00:25:26] Any challenges that you’d like to share that you’ve overcome?

Matt: [00:25:28] Yeah, I mean, we all got challenges. But I would say, you folks that are entrepreneurs is, be careful of your blind spots. We all have, we all, we all have things that we overlook. You know, one of the biggest hurdles is going from one to two. So as an entrepreneur, you’re at that location. You’re there, you’re, you’re, you’re a part of that location. Yeah, you can’t cut yourself in half. So you know, I would say you know, put the process in place, you know, and just because, you know, the process, operational efficiency and, and that’s something that we had to build out. And, and it’s, you know, a continuous work in progress.

Karl: [00:26:29] So I, I would, I think, I think what you’re describing though is. You know, a theme across big corporations or small business, and it’s the question of scaling. I’m doing it once. It could have been lucky. Right time, right place. Stars align. A thousand reasons why you’re able to achieve success. And sometimes it’s brilliance and hard work. But to replicate it in another location. What are some of the things that would, you know, knowing what you know now, you would, you would advise someone going, thinking of doing, you know, multiple, like what would be things they can put in place that would ease that transition, right? To grow?

Matt: [00:27:13] I probably, we say to people to create a network, right? Because we’re all good at something and we’re all not good at everything. So by having a network of, a sounding board or afforded a trusted board of advisors, it allows you to be stronger in areas that you’re weak. So it allows individuals that might be able to be stronger in certain areas to help you strengthen, sharpen, or have a visible blind spot.

Karl: [00:27:54] I think, I think you’re hitting on something. If you’ve seen many successful people and they talk about this success, there’s usually a network of advisors they have. Even if you look at a large corporation, they’ve got a board of directors, nonprofit governing boards. There are these folks that serve multiple functions. One is to hold a mirror up to you and say, Hey, you know, I know what you’re saying and seeing, but here’s what I’m seeing and here’s things you may not notice. May, may help with the blind spot. They have wisdom and advice to give in the area that you may have the expertise to be able to do that. Third, they can help hold you accountable if you said you were going to do something, if you’re the boss who’s gonna, who’s gonna challenge you, if you decide, ah, we’ll do that next month. But, but, but if you have that advisory group, they, they can be in a position to hold, hold you accountable for them. And the last one is some of the networks that that affords you. they know people that might help you be more successful. And it’s one of the things we often see entrepreneurs struggling with. They eventually build it. We were talking earlier about these groups that do that. But they may have got 15 years of pain in before they realize, man, if I only knew someone that knew about payroll and what can happen if I mess that up.

Rico: [00:29:15] It’s like anything else in life. If you’re a writer or you’re a sports person. Everyone thinks you’re an overnight success, but it took you those years of pain to be able to get there. And most people don’t want that. They want to be able to see success. And maybe you get that advice from that successful person or that team of people to help you get there.

Karl: [00:29:35] Absolutely.

Matt: [00:29:35] Yeah. I’ve been, I’ve been really fortunate and blessed for the people in that have come into my life and, and you know what? A lot of times people have the desire to help people, you know? Sometimes you just have to ask for it. Other times you just, you have to go look for it. But, but people want to help people. And, and so you know, entrepreneurs often like to think they have to do everything themselves. And, and that’s something that an additional piece of advice I would give to entrepreneurs is, you’re no good to anyone if you’re burnt out. So give yourself some space and give your team some trust.

Karl: [00:30:24] No, I agree. I said, the one thing you can’t manufacture and create more is time. And so there’s only so much time that an individual has, and as you grow a business, it actually requires more time very often. And if you don’t build a team to support, it supports you to be able to do that. It makes that a, a challenge. So tell me a little bit about what you got going on next. What’s next for the company and for you?

Matt: [00:30:50] So for a, happy new year to you guys, 2020, it’s going to be a great year. We are gangbusters into new year’s cleanse programs. So it is the best way to reset your palate, control your addiction to sugar, get you jump started into your nutritional needs. It’s amazing the results that we see. We’ve been doing this for over two years. People come back re-energized, they sleep better, their skin’s better. And this is in three days. They, last time I did a cleanse, I lost eight pounds. I hear that over and over again. But you’re refreshed, you’re rejuvenated, and then crazy enough you might think, Oh yeah, I’m you know, after three days I’ll be ready to eat a cheeseburger. You know what? You’re not like, you’re ready to go down the road of, you know having that healthy palate, that healthy diet, and it’s, it’s crazy what it does for you. So that’s, that’s number one. Number two, I would ask any business within this kind of Metro Atlanta area to give us a chance at catering. Everybody has a need one time or another, probably in the next couple of weeks. I’m sure every single business has one lunch that they’re going to be looking to serve to multiple people. Give us a chance, put us in there. And, and, and I think you’re going to love it. I think you’re gonna enjoy it. And I want to be talking to you about your second order. So give us a catering opportunity because it’s a, it’s, it’s totally an awesome experience. And we got resoundingly reviews and feedback from it. So we’d love to work with people.

Karl: [00:32:34] Awesome. I’m glad. Well, located in the Forum your first location is where…

Matt: [00:32:41] It’s in Dunwoody Village. So where the Fresh Market is, or if you know where Village Burger is, or if you know where the post office is down there, so it’s in Dunwoody village, which is getting rejuvenated as well. So that’s kind of exciting.

Karl: [00:32:55] How can folks reach, you learn more online. social media.

Matt: [00:32:59] So we got thousands of followers on Instagram and which is @PressBlendSqueeze. The location here has Press, Blend, Squeeze at Peachtree Corners. Facebook Press, Blend Squeeze. If anybody wants to shoot me an email, if they have questions about a cleanse Info@PressBlendSqueeze.com comes directly to me. I see them all. I’d love to do a group cleanse. We’re doing it with a lot of gyms. So we had, last week, we had like 70 days of cleanses go out. And, and so this next week we’re partnering with another gym here in this area. And, and we have a couple more on the radars. So it’s, it’s time. Do it for yourself. Do it for your family. Do it for your energy, but do it to feel better. So it’s, it’s pretty cool.

Karl: [00:33:56] Well, I want to thank you very much for being our guest today. Our guest, Matt Scott, CEO of Press, Blend, Squeeze, for your time today and sharing part of your journey and, and inspiring others that may be thinking about making a change in their career and their life. And finding ways to do it in a way that’s aligned to something that you’re passionate about. Being healthy and how to, how to solve this problem where folks can’t find it as convenient to get nutritional greens into their, into their bodies that they can. So we really appreciate your joining us for that. We also wanna thank Atlanta Tech Park for hosting us every time we have one of our episodes here to Capitalist Sage Podcast. If you’re starting a business and looking

for a great environment to come and work and be around people that are going on this entrepreneurial journey along the way with you, it’s a great way to build network. Entrepreneurs sometimes can be a very lonely endeavor. So having other founders and makers and, and business leaders to collaborate with is, is really, is really powerful. I’m Karl Barham with Transworld Business Advisors of Atlanta Peachtree. Our business advisors are available to consult on your business, whether you’re looking to improve or grow the business, or you’re looking to exit or start a business. You can contact any one of our agents to be able to help you with that are available at ​www.TransworldBusinessAdvisors.com/AtlantaPeachtree​. And Rico, why don’t you tell us a little bit about what you’ve got going on and going to the next couple of weeks.

Rico: [00:35:32] Sure, so I run Mighty Rockets. We’re a social media online company. We provide content branding and whether it’s on LinkedIn or Instagram and soon to be Tick-Tock, cause there is a market out there and believe it or not, in the United States, it’s like 24 million users and tick tock and 40% of them are between 18 and 24. So that age. Voter age, if they felt maybe so, I do that. That’s MightyRockets.com. But I also published Peachtree Corners Magazine and you could find, you could go to LivingInPeachtreeCorners.com and find our website. We talked about what’s going on in the city. We’re doing several podcasts upcoming in with Peter Coin, his life with some interesting guests. Also Prime Lunchtime with the City Manager is coming up Thursday. After the fourth Tuesday, we’ll be discussing what’s going on in the city of this month and let’s what the city is planning over the next few months. A lot of new stuff happening out there and we’re working on the next issue of Peachtree Corners Magazine and the cover story, I believe that comes the story we’re working on right now, and it should be, the cover is innovative and innovative companies and organizations in Peachtree Corners. I will be doing some podcasts as well for that to complement that. So this is just a lot of stuff going on. So if you’re looking for any either trends to reach the audience here on Peachtree Corners through the family podcast, or you need someone to work with you online or branding, that’s what I do.

Karl: [00:37:03] Oh, fabulous. Well, you know, I really look forward to the next edition of the magazine and folks, if you go around and take a look and read through it, just knowing what’s going on here in the local community, whether it’s business, whether it’s what’s happening in the political team, what’s happening with, with, with various organizations. It’s just a good way to keep up with events and activities and in the area. So one of the thank you for that. That’s all we have for today. Look forward to talking to you some more and having some more great guests like Matt Scott that came to visit us today. Thank you everyone.

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Business

Pest Control Without Harsh Chemicals

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Two men and one woman standing next to a blue SUV with company logo on it and holding a sign for Geo Mosquito.

Local small business owner has found a way to keep mosquitos at bay with natural remedies

Geoff Krstovic, a former firefighter, transitioned into the mosquito control business after a divorce, driven by the desire for flexible work.

“Nobody ever thinks they’re going to be into bugs and chemistry when they grow up,” he said. “It’s not like, ‘I want to be a firefighter. I want to be an astronaut.’ Nobody thinks that they want to go out there whacking bugs or says, ‘I want to be in pest control.’”

But as he progressed in his new career, Krstovic took an interest in how to get rid of pests without using harsh, man-made chemicals.

“The more certifications, the more promotions and everything that I got, [and] the more entomology classes I started taking, … I really started to realize what we were putting out into the environment,” he said.

Pest control technician from Geo Mosquito spraying a customer's yard.
Krstovic treating a customer’s yard. The spraying protocol is customized to each property, resulting in more effective mosquito control.

“I spend 90% of my time outside, and I see so much wildlife. So, when I would see a deer eating a leaf or a rabbit run out of bushes that I just treated, it really made me start to think about the effects of what we were doing to them.”

Not to mention pollinators like bees and butterflies.

“When I [would finish a treatment], I’d look back at the yard and everything that I’d seen flying around was just gone,” he said.

As a parent and a pet owner, he knew there had to be a better way to get rid of pests but still safeguard ourselves and the animals around us.

With a growing concern for the environmental impact, he developed a natural mosquito treatment system. The company he was working for wasn’t interested in his new product, so he started his own business.

Road to pest control

Krstovic graduated from Georgia State with a major in English. He joked that many of his contemporaries in the field have similar backgrounds.

“There’s an ongoing joke in the pest community where it’s like … what do you go to college [for] to be a pest [control] owner? Well, you major in liberal arts, English or writers’ composition,” he said.

Large orange and black butterfly resting on a pink flower bush with green leaves in a backyard garden.
Geo Mosquito protects vital plants and pollinators with eco-friendly mosquito control.

“A lot of the other owners I met had the same degrees. A big part of it is that creativity aspect, and in pest control, you’re allowed to think outside the box, and you’re allowed to adjust and adapt to what you’re seeing and use different methods.”

That desire to do things differently led him to find a way to help keep people safe from West Nile, Zika virus and Eastern equine encephalitis while they enjoyed time outdoors.

With a lot of research and a little help from relatives with backgrounds in chemistry and engineering, he came up with a formulation based on using essential oils.

The dangers of mosquitos

“After you meet your first client that tells you about their experience just walking to a mailbox and they get West Nile, it changes your perspective 100%,” Krstovic said, “because you’re not just out there killing bugs, you’re out there protecting people and their families.”

Mosquitos are often called the most dangerous animal on earth, with the diseases they spread killing over a million people annually according to statistics from the World Health Organization and Centers for Disease Control.

While the more serious mosquito diseases don’t pose the greatest risk to most communities, there are common ailments that can show up in people and pets, including bites that get infected and heartworm in dogs.

Reaching out to the community

Though people were a little skeptical about Krstovic’s natural pest control methods at first, Erin Rhatigan decided to give it a try.

“Geoff cold-called our house in 2021 and revealed that he actually grew up in the house next door,” she said. “He really wanted to return to his roots and offer his services.”

Rhatigan has three young children, and with her home being situated on the Chattahoochee River, the outdoor areas are beautiful, but also plagued by a lot of mosquitos.

“We’re very focused on spending time outside, and our kids are very, very active, so they’re outside a lot,” she said.

But Rhatigan and her kids are also very sensitive to mosquito bites, and the spraying services she tried year after year weren’t satisfactory.

“I had gone through every franchise. I had used the large companies every season. I was switching because it seemed like it would be effective at the beginning, and then it would lose effectiveness,” she said.

She was also concerned about the toxicity of the chemicals being used.

“I felt like using toxic chemicals on our property was not only bad for our family, but because we are on the river, we’re kind of a steward to the environment as well, … so when he mentioned that the product that he uses to control the mosquitoes was eco-friendly, I was happy to try it,” she shared.

Local solution gets a local investor

The treatment was so effective that Rhatigan isn’t just a customer, she and her husband decided to invest in the business.

A woman and two men sitting at a kitchen table with snacks, drinks and notebooks discussing plans for business expansion.
From left: Erin Rhatigan, Geoff Krstovic and Nathan Rhatigan mapping out 2025 expansion plans.

“It was better than anything I had used for the previous 10 years,” she said. “The amazing thing is that when he sprays the property, you have this effervescence of the essential oils in the air.”

She recommended Geo Mosquito to everyone who’d listen to her, and eventually Krstovic took over maintaining the facilities at Rhatigan’s community pool.

“[What he was doing] kind of piqued my husband’s and my interest because we were looking for a small business to invest in locally,” she said. “I’m now home with the kids, but I have a long career in sales, and my husband is in sales as well.”

Within a year, the couple became active investors.

“We love the origin story of this relationship because it’s reflective of how friendly and supportive the local business community is in Peachtree Corners,” she said.

Caring about the work

Krstovic attributes his success to caring about the work, attention to detail and understanding client needs. He doesn’t just spray the yard and leave; he has a system of mapping out problem areas and educating clients about prevention.

A pest control technician from Geo Mosquito talks to a woman wearing a red top and black pants on the steps leading up to her home's front door.
Krstovic with Geo Mosquito customer discussing potential problem areas on the property.

“We’re looking at anything that could hold a water source and eliminating that, asking our clients what time of the day they’re getting eaten up, what part of their body and what part of their yard,” he said.

“That helps us figure out the species of mosquito that’s attacking them, so we know where to target, because different species have different nesting sites.”

Growing the business

Geo Mosquito has begun working with Vox-pop-uli to upgrade their logo, website and promotional materials.

“Geoff is a typical entrepreneur — protective of what he’s doing,” Rhatigan said. “So going through the steps of changing the logo, coming up with a new tagline, starting to do some marketing, is both exciting and a little scary.”

But the team at Vox-pop-uli has been a tremendous resource — helping them go at their own pace.

“This first year of investment was about seeing what the market interest is and expanding brand awareness,” said Rhatigan. “Vox-pop-uli offers so many services, it’s daunting for an emerging company to manage so many different contractors: creative, graphic design, printing, mailing. But they have a great, responsive organization that has been very helpful.”

Next steps

With a proprietary formulation for the mosquito abatement, Geo Mosquito wants to bottle the solution and sell it nationally.

Additionally, in 2025, the company plans to expand into ecofriendly pest control services for inside the home. They are also interested in working with local municipalities, churches and schools to expand their mosquito control services.

The Local Thread: This business profile series is proudly supported by Vox-pop-uli, championing local stories and the communities we serve.

This article is also available in the print and digital edition of the Jan/Feb issue of Southwest Gwinnett magazine.

Photos courtesy of Geo Mosquito.

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Business

From the Mayor’s Desk: Looking Back at Business in 2024

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As we look back at 2024, there were a number of acquisitions, new businesses opening, major renovations and milestones celebrated. I’ll attempt to highlight some of them, knowing that I can’t possibly cover them all. There were some new events this year too.

This past year was a big one for Guardian Sports, a Peachtree Corners company that designs and manufactures helmet covers. The NFL now requires Guardian Caps be worn during NFL during practice, and players may choose to wear them during games. The caps disperse energy during hits with the goal of reducing head injuries.

Insight Sourcing of Peachtree Corners was acquired by Accenture, a leading global professional services company. Insight Sourcing helps clients optimize costs when sourcing and negotiating contracts for materials, services related to capital expenditures and energy procurement management. Accenture is a talent- and innovation-led company with approximately 743,000 people serving clients in more than 120 countries.

Axon, the global leader in connected public safety technologies, acquired Fusus, a leader in real-time crime center technology located in Peachtree Corners. Fusus excels in aggregating live video, data and sensor feeds from virtually any source, enhancing situational awareness and investigative capabilities for public safety, education and commercial customers.

Milestone celebrations

Authentic Hardwood Flooring on Amwiler Road celebrated 25 years in business in 2024. Michael Keroack has been steadily growing the operation for roughly eight years in Peachtree Corners with the help of Buddy Wofford, general sales manager, and Michael Blocker, director of operations.

Also celebrating a milestone in 2024 was Diversified Resource Group (DRG). For nearly 25 years, Darrell Creedon has been running DRG in Peachtree Corners, outfitting workspaces for companies and governments, and more recently, hotels and convention centers. Mr. Creedon, who resides in Peachtree Corners, started the furniture business with a college friend in 1999 in a home basement.

City events

The City of Peachtree Corners organized the 2nd Annual Curiosity Lab Criterium in April. This year’s event featured a running race, kids races, food trucks, vendors and other activities for the family. There was also a fun run in Technology Park. Werfen, a global diagnostics company, and the City of Peachtree Corners, partnered on a 5K Walk/Run in Technology Park in November. The event benefitted the Leukemia & Lymphoma Society. In May, the city organized a food truck event at Curiosity Lab, which drew about 210 people working in and around Technology Park.

The PCBA organized the first Taste of Peachtree Corners in June. It was a great time of networking and community fellowship among business owners and other involved citizens. Approximately 100 people experienced an evening of delicious bites and drinks, sampling foods from local businesses.

City of Peachtree Corners logo

New to the city

Blue River Development moved its corporate office from Forsyth County to Peachtree Corners to expand its operations. The company is a leader in real estate development and investment.

A new pediatric dentistry, Agape Pediatric Dentistry, opened at 5185 Peachtree Parkway #325 at The Forum. Two law firms opened on Wetherburn Way: Brooks Injury Law Offices and Tadeo & Silva immigration law firm.

A former steel pipe fabrication site at 6420 Corley Road that was converted to a logistics center is now fully leased. The 27-acre property, which sold for $10.5 million in 2018 was sold for $77.4 million three years later, after it was cleaned up and redeveloped into the Peachtree Corners Logistics Center.

The Central Business District

Also in May, the city adopted a 6-month moratorium on projects in the Central Business District. Due to the increasing number of applications and evolving market trends, the moratorium came into effect on May 3 and ended on November 3. The moratorium gave the city six months to pause rezoning applications, special use permits and variances applications for residential or mixed-use development.

In August, members of the Peachtree Corners City Council took part in a ribbon cutting at The Forum. We celebrated the opening of the new plaza and activity areas. Jamestown is modernizing the 20-year-old Forum shopping center and transforming it into a true mixed-use destination through the addition of a 125-room boutique hotel, approximately 381 multifamily units, new experiential retail and dining offerings, structured parking and an expanded public area.

Construction began in May 2023, and the first of two new greenspace additions were constructed. Phases II and III will see the multifamily and boutique hotel constructed, both slated to start in 2025. Also this year, it was announced that Jamestown, a global real estate investment and management firm, acquired the Cincinnati-based North American Properties, which owned The Forum.

Members of the Peachtree Corners Redevelopment Authority and Downtown Development Authority engaged in a focus group discussion in August at City Hall. The discussion was led by representatives from Kimley-Horn, engineering, planning and design consultants. There was discussion about under-utilized spaces, needed amenities and potential uses for vacant properties. City officials also met with members of the commercial real estate community in September to specifically discuss Technology Park.

International visitors, co-working and new townhome project

An 18-member delegation of Finnish business people visited Curiosity Lab in Peachtree Corners in September. The visit marks the second time a Finnish delegation has visited Peachtree Corners. Seven innovative Finnish companies traveled to the Atlanta area in search of U.S. partners to promote transatlantic trade between Finland and the United States. Japanese delegates involved in sectors such as automotive, technology, energy and corporate development also visited Peachtree Corners in December as part of a regional tour.

Construction of a co-working space, Roam, is well underway at the Town Center and will open in summer 2025. The 35,000-square-foot building is located at 3847 Medlock Bridge Road and will feature a rooftop event space, coffeeshop and cafe, in addition to workspaces.

An office building at 3585 Engineering Drive was demolished earlier this month to make way for a townhome community. The new 75-unit townhome project is under construction by D.R. Horton, which received rezoning approval from the city last February. The 102,000 SF office building sat vacant for many years.

Collaboration, renovation and more

Curiosity Lab announced a collaboration with Gama Sonic, a global leader in upscale, bright and durable solar lighting for homes, businesses and outdoor spaces. The company’s deployment of solar lighting in the City of Peachtree Corners marks its first deployment implementing customized, intelligent lighting programming timers that enhance safety for residents and visitors.

Brady Anderson Bennett recently opened a State Farm office at 3000 Northwoods Parkway. The 27-year-old has been working with State Farm since he was 18 years old.

Renovation is underway at 7050 Jimmy Carter Blvd. for the creation of a Planet Fitness. The gym is under development by Alder Partners/the Flynn Group. This location marks the 32nd location in metro Atlanta. It is expected to open in January.

There is also a relatively new Southern-inspired eatery you may want to try. Dahlia’s Restaurant & Porch, located inside the Hilton Atlanta Northeast hotel, opened this year. Dahlia’s offers Southern-style plates that leverage regionally sourced, farm-fresh ingredients.

Happy Holidays!

Mayor Mike Mason

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Business

Luxury Firewood Company Founder Shares Story of Entrepreneurial Pursuits

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Two men and two women wearing name tags posing for a photo at an end-of-year business event

Leroy Hite, founder of Cutting Edge Firewood — a luxury brand specializing in wood for fireplaces, grills, pizza ovens and firepits — shared his journey from starting a company to gaining national recognition during the PCBA Business After Hours Speaker Series in December.

Hite highlighted the industry’s disorganization and his innovative approach to firewood, including using ovens to dry the wood and improving on delivery methods. And he emphasized the importance of customer experience, branding and counter-cultural thinking.

Despite initial challenges and financial constraints at the beginning, his company grew significantly (even during the early days of COVID-19), achieving a 400% increase in sales.

Entrepreneurial spirit

The disorganization and lack of focus within the firewood industry is what initially prompted Hite to question its methods.

He thought he’d found the answer when he started a firewood company with friends while in college, winning a Kroger account for the entire Southeast. But the limited experience of Hite and his co-owners became evident quickly.

Man in a suit speaking to an audience at an end-of-year business event
Leroy Hite at the PCBA Business After Hours event in December; photo courtesy of PCBA

“We discovered how backwards the industry was for three college students to get that account with a username and password,” he said. “On the day of the bid, whoever put in the lowest number won the account.”

With the contract in hand, the guys were able to get loans and bought hundreds of thousands of dollars’ worth of equipment that they didn’t know how to use.

“It would break every single day, so I had to teach myself how to fix it,” he said. “We hired 30 to 35 people off of Craigslist; I don’t advise you to do that.”

In the end, the guys realized they were in way over their heads. They couldn’t keep up with Kroger’s demand. But the experience gave Hite insight into a better way to deliver firewood.

“At the time, industry-wide, you would put the firewood in the back of a pickup truck, get a wheelbarrow, put it where they wanted it,” he said. “… to do a second delivery, you have to drive back and get more wood. So maybe you can do two deliveries a day.”

Hite devised a plan to have the wood palletized and use a mini skid steer, which allows you to get it closer to where it should be. What had taken 16 to 18 hours for two deliveries would now allow seven or eight deliveries in the same time frame.

After the first firewood business shut down, Hite worked with Chick-fil-A and then Enterprise Rent-A-Car for several years.

“It was great experience,” he said, though he couldn’t get firewood out of his mind.

Taking another chance

Hite considered getting back into the firewood business as a side gig, but eventually decided to leave his corporate job and pursue the business full time.

“A fire is like a beautiful sunset,” he said. “No one on earth dislikes it. A fire can be the center of a wedding party and can also add great taste to food — whether it’s steak, pizza or barbecue.”

When he started Cutting Edge, Hite wanted to fix the poor quality of wood and lack of branding and customer service.

Two men and one woman posing for a photo at an end-of-year business event
Cutting Edge Firewood employees Diego Echevarria and Sara Bryan with Leroy Hite (center); photo courtesy of PCBA

He had an opportunity to purchase an existing business, but lacked the funding. So, he took a leap of faith.

“I had an outdated website. I had a truck, and I had a customer list. I realized I was going to be a supplier and that I needed to reinvent how to deliver firewood,” he said. “I [tried] to get a second loan on my house, [but] no banks would talk to me at the time.”

Hite convinced his wife, pregnant with their third daughter, to sell the house.

“We moved into a rental home, and I completely redid the branding. I reinvented how to do deliveries. I invented a rack that could be moved with a hand truck. And I found a hand truck that will go up and down stairs and one that will go across rough terrain,” he said. “So, the delivery went from two hours to about 15 minutes per delivery. And it was also a lot safer.”

Though COVID caused many businesses to go under, his thrived. It seemed that people stuck at home got a taste for food cooked over “fancy wood,” as he put it.

Goals and standards

Cutting Edge Firewood has two goals, Hite said: To provide unparalleled customer service and deliveries. And to provide the best firewood available. Period.

According to company literature, the Cutting Edge team “works with the best suppliers to ensure they consistently meet our high standards. All of our firewood undergoes the most rigorous drying process in the industry: each piece is conditioned for 48 hours in 250-degree heat. And our trained specialists hand-select each piece of firewood … ensuring that you only receive the very best — photoshoot-ready firewood that lights easily and burns brightly.”

Two men in suits standing in front of a buffet table at a business event talking
photo courtesy of Peachtree Corners Business Association

Future plans

Although Hite didn’t go into detail, he sold Cutting Edge Firewood in August 2024, having built a strong brand and customer base in Atlanta and throughout the country.

“[Entrepreneurship] definitely isn’t for the faint of heart. It’s both demanding, disheartening and rewarding all at the same time,” he said. “I love it. I went in with a not-too-thin skin, but I definitely exited with very thick skin.”

Now that he’s been bitten by the entrepreneurial bug, Hite indicated that he wants to venture out again. He reflected on the challenges and rewards of running the business, including the importance of customer experience and branding.

“The brand is very, very well-known in Atlanta. We were named a couple of times in Atlanta Business Chronicle as one of the fastest growing companies,” he said. “It’s rewarding. I’ve had Coca-Cola executives say that [they] know the branding and the customer service … [and] I’m pretty sure that Cutting Edge Firewood is being used in the White House.”

Hinting of a desire to move on to new ventures, possibly focusing on disrupting existing markets rather than creating new ones, Hite again emphasized the importance of counter-cultural thinking, pushing through discomfort and being driven by a passion for customer experience and innovation.

For more information about Cutting Edge Firewood, visit cuttingedgefirewood.com.

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