We recently connected with Derrick Wessels and have shared our conversation below.
Derrick, appreciate you joining us today. Let’s jump to the end – what do you want to be remembered for?
When I first entered the coffee industry I really wanted to make a name for myself, and have an impact on the broader industry outside of my small corner. I was really into competitions and proving what I was doing. I learned a lot about the industry and myself during those times, and I found the people I really looked up to and had the greatest impact were not necessarily those winning competitions, but those building up and supporting others around them. Around that time I read a quote from a higher up at La Marzocco, unfortunately I can’t remember who, about how the truly phenomenal leaders are those who have those around them reaching great success. Where I am now I hope I am thought of as someone who helps bring out the best in those around me.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I first got into coffee in high school by working part time at a coffee roastery called Coffee Nation in my hometown of Normal, IL. From there I started diving deeper into the industry when I was gifted a home coffee roaster my freshman year of college. I used that roaster to launch my first business Beagle Brews Coffee, and served my roasts at farmers market where I went to school in Valparaiso, IN. A few businesses and moves later I found myself in Madison, WI where I teamed up with Grace Coffee Co. to come on board with the business and launch our roastery. As part of Grace we have won America’s Best Cold Brew, and opened six more shops in the last three years.
At Grace we strive to pair excellent quality with an approachable atmosphere. In our cafes we serve coffee we roast in house, a full food and pastry menu also made in house, and strive to be a community hub. For a long time in the coffee industry places that have striven to serve some of the best products have had a side affect of coming across snooty or unwelcoming. Both in our cafes and our approach to wholesale we attempt to bridge that gap by sourcing awesome products and serving them without pretense. I remember in high school reading about the cultural revolution that cafes sparked where people from all walks of life were coming together for the first time. That idea has always stuck with me and I want our spaces to be places where anyone from any walk of life can find something they enjoy and feel like they belong.
Can you share a story from your journey that illustrates your resilience?
One story I always enjoy for it’s humor and what I feel it says about my dedication was when I lived in Fort Collins, CO and I was in the midst of trying to Grow my second business Beagle Coffee Company (a reimagining of my earlier venture Beagle Brews Coffee).
When you are starting your own business a lot of people, myself included, are still working their days jobs and pushing to the limits to make ends meet. Sometimes that means surviving on a very small amount of sleep and still having to perform your best. On this particular day I had gone from working a morning shift at my part time cafe job, to working a shift at a beer bar for my other part time job, to driving up to my friend Lucas’s cafe in Granby, CO where I was borrowing time on his roaster while mine was being moved into it’s new location. I had to fulfill as wholesale order before driving to Chicago where I was competing in the World Latte Art Championship Open (WLACO). In total I ended up going almost 48 hours without sleep, excepting a half hour nap I took on the floor of Lucas’s cafe in the middle of my roasting session. That weekend I managed to take second in a friendly competition to Matthew Bolchi (now a three time world champion) and place in the top 8 in the Coffeefest WLACO. It was one of the most exhausting, and most rewarding times of my life.
What’s worked well for you in terms of a source for new clients?
In every venture I have been a part of, Grace Coffee Co. included, the single best source of new clients has been the recommendations of our current clients. Our first wholesale partner for Grace was Vintage Goose operating out of Rockford, IL. We have been sent several new clients from them, and every time I go to visit the Rockford area I receive a warm welcome due to the glowing way they talk about our partnership. If I had any advice for someone starting up their own wholesale business it would be to treasure and nurture those early relationships. They will be your biggest fans and their support will lead you to more and more success.
Contact Info:
- Website: https://www.gracecoffeewi.com
- Instagram: @gracecoffeecompany, @coffee_derrick
- Linkedin: derrickwessels
