Leader: Herman knows coffee from grounds up

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Wes Herman's early childhood memories include admiring coffee growing in South America. He didn't know then how coffee would direct his life. Today he's president of The Woods Coffee, with six stores in Whatcom County. He's preparing to open a seventh store at the corner of Railroad Avenue and Chestnut Street.

His career path diverged from his parents' choice, but he retained their Christian values. Herman's parents were missionaries, and after seven years in Colombia they returned to the U.S. He graduated from Los Angeles Baptist High School and went into construction. He owned his own construction company from 1979 until 2000. Then he was ready for a change.

Maybe it was those early childhood years that took him on the road selling coffee accessories.

Mark Malijan | MARK MALIJAN THE BELLINGHAM HERALD

AT A GLANCE

Name: Wes Herman
Title: President, The Woods Coffee
Experience: Operating and owning businesses since 1979.
Office address: 1914 Lake Whatcom Blvd., Suite 208, Bellingham.
Contact information: (360) 305-0115 or wesh@thewoodscoffee.com

'I've been in every type of coffee shop across America,' he says. His coffee 'apprenticeship' lasted about two years. By this time, his four children, all of whom had been home-schooled by Herman and his wife Diane, were teenagers. The kids enjoyed drinking fancy coffees.

'The bill was running $100 to $200 a month, per child,' he says.

The family moved to Whatcom County in 1993. The children were interested in working within the close-knit family. The adults wanted to open their own business close to home.

In 2002, they opened the first Woods Coffee in Bender Plaza in north east Lynden.

'We wanted to develop an identity and a brand,' he said.

Woods specializes in fancy coffees and snacks sold in buildings that reflect Northwest living. Interior design features include wood panels, local art, leather furniture, rock fireplaces and comfy nooks.

The Woods' family opened a second shop in 2002 in west Lynden.

People might have wondered about the proximity of the two businesses in Lynden.

'But in 2004, when we opened a third store, they thought we'd really gone mad.'

That didn't slow the Hermans down. In 2005, they open a store on King Street in Bellingham, followed in 2007 by a shop in Bakerview Square and one in Boulevard Park, 10 feet from Bellingham Bay.

Herman said the family working together is another successful part of the business plan. Natalie handles community relations, Kelly is general manager, Taylor and Connor do construction and maintenance. The two grandkids are too young to work? But you might see them behind the counter one day. Eventually, the family wants to operate a dozen coffee shops in Whatcom County.

'We see a very bright future and are going straight ahead, doing what we can,' he says.

Herman says making money isn't the major motivator for his family. 'It's about investing in our customers, paying attention to detail and giving our customer the best experiences they can have,' he says.

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