Percolating the American Dream BRADLEY HAWKS The American dream may seem like a fable more often than not, but when you live in New York City, you run into manifestations of the dream coming true—perhaps more than anywhere else in the country. This is the story of one such dream, and the fruits of a man’s labor being reaped daily, right here in Queens. Few things scream ‘New York City’ the way a cup of coffee does, especially when it is full of premium java roasted for three generations by one family. Based locally in Queens, Vassilaros & Sons’ loyal customers serve about five million cups of coffee every single week in the New York Metropolitan area including several locations in Astoria. If you haven’t heard of them, that’s because they don’t often advertise. But they have been running a wildly successful coffee business since 1918, based solely on social relationships. And they have been serving coffee to the city years before both the Chrysler and Empire State buildings were completed. 54 JANUARY 2014 I LIC COURIER I www.queenscourier.com BY What began with the original John Vassilaros, riding the subway while carrying 40-pound bags of fresh coffee on his shoulders to reach customers throughout Brooklyn and Manhattan, has now grown to over 3,000 accounts in the tri-state area—selling primarily to restaurants and businesses where coffee is extremely important. “If our coffee isn’t good, there are six places next door,” smiles today’s John Vassilaros, grandson of the original. “And a great blend of coffee beans is way better than the best single batch of one bean,” he explains as he walks John Vassilaros through the factory, gesturing to piles of raw beans from Colombia, Guatemala, Brazil, and Costa Rica. Every day, he checks the blend and readjusts to make sure he is only sending out the finest grinds to his customers. The sight is something nothing short of spectacular. Vassilaros’s small office is just a few steps from a door that leads into a 25,000-square-foot plant where employees have been crafting seasonal coffee blends for more than 50 years. Walking through—maneuvering around delivery trucks, forklifts, and towering roasters—employees smile and say hello as John passes by. The whole building smells of coffee, breakfast, a morning ride to work, a second wind, an overnight study session, and loads of hope and determination. While the company also offers hazelnut, french vanilla, a dark roast, and espresso, their classic blend maintains the vast majority of sales. The team at Vassilaros & Sons is also known for giving back to the community. Last Thanksgiving, they teamed with Brooklyn Bagel and delivered a truck of bagels and fresh coffee to the Far Rockaways to bring a smile to the storm victims. If you can’t find their coffee at your favorite restaurant or diner, and you don’t want to have to travel at all? You can order from their website, where a one pound pillow bag of their classic blend is available for just $6. Now that seems like a pretty minimal cost for several fresh-brewed cups of the American dream. You will also find a video there of the hilarious Lewis Black who says that Vassilaros is his personal favorite coffee. It’s worth checking out! Vassilaros & Sons 29-05 120th St, Flushing, NY 11354 718-886-4140 www.vassilaroscoffee.com Photos by Bradley Hawks
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