Today we’d like to introduce you to Matthew Catalano.
Matthew, we appreciate you taking the time to share your story with us today. Where does your story begin?
After working as a bartender/mixologist for 7 plus years in Los Angeles I was coerced out by Covid-19 two years ago. For the first couple months I delt with a considerable amount identity crisis which lead to abjection. I soon realized this wasn’t the path I wanted to head down so I decided to set daily focal points on my mental and physical health. For me, this translated into months of grueling hikes, meditation, and creating innovative smoothies every morning. I started to feel a rush of happiness paired with overwhelming euphoria… They say everything happens for a reason, and I’m a strong believer in that. In my case, the covid shutdown opened my eyes to my own reality. The life I was used to and, in some forms, addicted to, was full of toxicity. I quickly decided health with a twist was the industry I wanted to create and got this crazy idea to take some of my favorite concoctions from the bar and turn them into healthy organic sugar-free smoothies with a side of social media gold. Out came my Covid baby SMOOTH•OLOGY. Starting this business has been the most challenging thing I’ve ever done, but it’s all been worth it. If my eighteen-hour days can translate into brightening someone’s day a bit, it’s all worth it. The first 5 months were a mental challenge trying to convince people to try something new, exotic smoothies you won’t make at home. After almost a year into it and eight farmers market later, I am extremely grateful and blessed to have some of the most wonderful customers who keep coming back week after week. I started this company with only adults in mind as my customer base; boy was I mistaken. Kids have been our biggest supporters, and nothing makes me more happy about that. The joy these fun-filled extra extra smoothies brings to their faces is the most epic feeling in the world. I cannot wait to see where this company is this time next year and I appreciate you giving me the chance on this platform to tell my story. Cheers!
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey has been a fairly smooth road?
Starting a company with massive credit card debt, on unemployment, during a global pandemic was the most challenging feat ever. No bank would loan me even $500 dollars. I maxed out every credit card I owned to buy the bare minimum equipment to operate at a few small farmers’ markets. I wouldn’t be where I am today with this company if it wasn’t for the help of my loved ones and for my incredible customers who stopped by my tent since the beginning.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
With almost ten years working and opening some of LA’s top Rooftop lounges, I have taken my skills as a mixologist and created one-of-a-kind craft organic smoothies. I’ve chosen my absolute favorite cocktails and turned them into delicious, healthy, vegan, and non-alcoholic variations. I use the new technique of sous vide infusions, top-shelf organically farmed ingredients, and a jaw-dropping garnish game that included fresh grown beautiful edible flowers from the cooks’ garden in Venice. From kids’ birthday parties to corporate activations to beautiful farmers’ markets, these delightful creations are guaranteed to break the ice at any occasion. We can be found at farmers’ markets all over Los Angeles during the week and weekends. Check our socials for specific times @smoothologyla
We’d love to hear about any fond memories you have from when you were growing up.
Getting ready for school and my mom making a smoothie for me every morning. She would use the freshest organic ingredients, and I just remember the joy it brought me and how it made me feel after. Now, making smoothies every day gives me an enormous amount of nostalgia and takes me back to those incredible memories.
Contact Info:
- Website: smoothologyla.com
- Instagram: @smoothologyla
