We caught up with the brilliant and insightful Dalton Deutsch a few weeks ago and have shared our conversation below.

Dalton, appreciate you joining us today. What’s been the best thing you’ve ever seen (or done yourself) to show a customer that you appreciate them?

Coming from a hospitality background, I was taught to make my place of business someone’s “go-to spot” – whether it was celebrating their birthday, enjoying their work lunch spot, or simply their favorite Tuesday hangout. Whatever the occasion or reason, it was our job to make our place of business instantly associated with where they wanted to go and where they felt comfortable.

I’ve tried to bring this mentality into Pink Cloud Coffee by associating how customers drink coffee with our brand. Whether you prefer a fancy pour-over or a standard auto-drip pot of coffee, we want you to think of Pink Cloud Coffee when it’s time for you to brew your first cup of the day.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

A few years ago, my mentor and close friend Jeff Archipley approached me about an awesome idea and inspiring vision: to create a coffee brand that supports recovery communities. In recovery, the term “Pink Cloud” describes the euphoric feeling when your body and mind first start recovering after the initial detox from drugs and alcohol – and you start to feel better physically and mentally, almost like you’re floating on a Pink Cloud. This connection to something so profound made the name irresistible.

What started as an idea for a brick and mortar café eventually grew into a full scale e-commerce micro-coffee roaster. My background in hospitality, operations, and coffee fueled my excitement for this new venture. To talk about the serendipitous nature of Pink Cloud Coffee and its evolution, Jeff’s first task for me was to find a micro-roaster to learn the craft. I called the company that serviced our espresso machines and asked “Hey, do you know of any micro roasters in the SoCal area?” to which he responded, “of course I do – my wife!”

At Pink Cloud Coffee, we pride ourselves on our micro-roasting process, which means we roast our coffee in much smaller batches than our larger competitors. This labor-intensive method ensures exceptional flavor and consistency, with each bag of coffee roasted just 2-3 days before it reaches you. When you buy a bag of Pink Cloud Coffee, it is far fresher than any of our competitors.

What truly sets us apart from our competitors is our authenticity. Everyone member of the Pink Cloud Coffee team, including Jeff and myself, is in recovery and committed to giving back to our communities that have so freely supported us. When I was managing restaurants, sales rep would come in and pitch us on products – oftentimes, their branding felt inauthentic. Pink Cloud Coffee’s mission—saving lives, one cup at a time—is deeply personal and genuine. Our cause is not just a marketing tactic; it’s a reflection of who we are and what we stand for. We donate a portion of our proceeds to help people get and stay sober – we do this not because we want to, but because we feel we have to.

We’d love to hear a story of resilience from your journey.

We bought a 1991 Horse Trailer and converted it into a fully operational Mobile Cafe. When we bought the trailer from Marketplace last November, we thought it would take a month max and would be relatively cost effective to transform it ourselves. Instead, the process took over six months and tested us physically and mentally. From removing the 30-year-old spray foam insulation from the roof to installing a compliant fresh and grey water system that meets health department standards, we worked tirelessly day and night to create a dynamic and unique Mobile Cafe and allow us to make our coffee and brand more accessible to the Southern California community.

How’d you meet your business partner?

I met my business partner Jeff Archipley in the rooms of recovery, where I learned that a mentor isn’t just your teacher or parent – they’re a companion in the growth process, walking alongside you as equals. Jeff’s first conversation with me revolved around our favorite classic rock frontmen and mutual love for classic rock. He told me in no uncertain terms, with his characteristic intensity, that if I didn’t pursue this passion at my young age (he is 25 years my senior), he would push me into traffic. Albeit aggressive, this is indicative of Jeff’s drive to push me beyond my comfort zone and his unmistakable belief in my potential. This drive and belief has carried through into our business venture, where Jeff’s honest feedback and unwavering support continue to inspire me to reach my full potential.

Contact Info:

• Website: https://www.pinkcloudcoffee.com
• Instagram: @pinkcloudcoffee
• Facebook: @pinkcloudcoffee
• Linkedin: https://www.linkedin.com/company/91175459

Image Credits

Jesse Solomon
Kim Fox