We recently connected with Russell Wiggins and have shared our conversation below.

Russell, looking forward to hearing all of your stories today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

The driving force behind our business is my passion for elevating the coffee experience. As someone who savors the richness of a meticulously crafted cup of coffee, I recognized an opportunity to share this appreciation with others. My journey started with a solid foundation in Corporate and Federal Sales at Xerox, which equipped me with the skills and insights necessary to venture into the coffee industry. My vision was to establish a coffee company that not only offers gourmet coffee but also educates consumers on its virtues and integrates it into their daily lives as a lifestyle choice. This mission is about more than just selling coffee; it’s about promoting a culture of quality and enjoyment in every cup.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Short Bio: Russell is a results-driven sales and marketing executive with more than 20 years of experience in new product launches, start-up ventures and business turnarounds.
Over the years, Russell has collaborated with celebrities, government agencies and schools to single source coffee under different banners. Russell partnered with local high schools to teach an entrepreneurial program based around coffee products, coffee history and sales. Russell utilizes strong leadership and excellent communication skills and is an expert at building positive relationships with customers and employees globally. Russell’s love of marketing and his knowledge of coffee, beans, flavor profiles and the roasting process, makes him a hot commodity in an industry where not many African Americans thrive.

Regular Bio:
Russell’s Gourmet Coffee founder Russell Wiggins first developed a passion for coffee in 2010 while living in the San Francisco Bay area. A former sales and marketing executive, he was fascinated with how Americans, specifically NorCal residents, regularly socialized over coffee and in coffee shops. Using his sales experience and Marketing degree, Russell began doing research on the coffee market and consumption. Realizing that total coffee consumption in the United States had remained fairly flat over a few years and that more Americans are regularly drinking gourmet coffees, cold brew and other specialized beverages compared to non-gourmet coffee, Russell decided to launch Russell’s Gourmet Coffee to meet this demand.
Russell’s keen eye for new market trends has positioned him perfectly to capitalize on the ways in which Americans are now consuming coffee. According to the National Coffee Association (NCA), home brewing remains the dominant method for coffee consumers, while out-of home coffee consumption — whether at the workplace or in retail shops — showed a slight dip from last year. What coffee drinkers prefer continues to be more specialized, more personalized or representing an emerging beverage segment. This suggests a wealth of opportunities to capitalize on emerging beverage trends.
That’s where Russell’s Gourmet Coffee (RGC) is finding success.
RGC combines top quality 100% Arabica beans with its secret roasting profile to unlock the amazing flavors specific to each bean.

Over the years, RGC has collaborated with celebrities, government agencies and schools to single source coffee under different banners. Peter’s Brew is a collaboration with former Real Housewives of Atlanta star Peter Thomas. RGC developed the very popular Jamaican Rum flavored coffee and all the branding associated with Peter’s Brew. In 2017, launched a new partnership with actress and director Kim Fields to developed her Blessed Life Signature Blend, again developing all the collateral and the coffee profile sold under this label and an executive high end coffee line with celebrities Skyh and KJ Black.
In 2018, RCG partnered with two local high schools — Campbell High School and Sprayberry High School — to teach an entrepreneurial program based around coffee products and sales.
RCG supports the sales of iced coffee in the school store, teaching students about sales, coffee product knowledge, customer service, and ownership. Russell worked with school leadership programs throughout the school year and helped raise over $40,000 in fundraising to support the high school athletic program with iced coffee sales. Russell also hired students to help with his social media and website to prepare them for the real world.
Russell’s love of marketing and his knowledge of coffee, beans, flavor profiles and the roasting process, makes him a hot commodity in an industry where not many African Americans thrive.

About Russell
Russell is a results-driven sales and marketing executive with more than 20 years of experience in new product launches, start-up ventures and business turnarounds. Russell utilizes strong leadership and excellent communication skills, and is an expert at building positive relationships with customers and employees.
Russell is a graduate of North Carolina A&T State University. Upon graduation, he was recruited by Xerox Corporation as a Sales Account Manager with responsibility for sales of Xerox products to the federal government. At Xerox, Russell achieved sales objectives for reprographic products in assigned territories and
named accounts. Through the development and execution of specific sales strategies, Russell generated $3.4 million in sales revenue. Within three years, Russell was ranked 3rd in his region and 16th in nation of 645 reps in 2000, and achieved President’s Club status, a designation bestowed upon sales team members who have achieved superior performance in revenue production across the Xerox product line and also require overachievement of targets for excellence in customer satisfaction.
After leaving Xerox, Russell served in several executive sales capacities at other companies before launching Russell’s Gourmet Coffee.

Can you share a story from your journey that illustrates your resilience?

I’m Russell Wiggins, the founder of Russell’s Gourmet Coffee, and I’m excited to share my journey with you. For over 20 years, I’ve navigated the challenging yet rewarding path of sales and marketing, focusing on launching new products, jumpstarting ventures, and reviving businesses.

My adventure in the coffee industry began in 2010 while residing in the vibrant San Francisco Bay area. It was there that I became captivated by the unique coffee culture, where coffee is more than just a beverage; it’s a medium for social connection. Leveraging my background in sales and my Marketing degree, I delved into the intricacies of the coffee market. Discovering the stable demand for gourmet and specialized coffee drinks, I was inspired to establish Russell’s Gourmet Coffee to cater to this discerning audience.

At Russell’s Gourmet Coffee, we pride ourselves on selecting the finest 100% Arabica beans and applying a distinctive roasting process to unveil their inherent exquisite flavors. Our commitment to quality and innovation has positioned us to capitalize on the evolving trends in coffee consumption, especially the preference for home brewing and the shift towards more personalized, specialized beverages.

Beyond the business, my passion extends to community engagement and education. Through collaborations with celebrities, government agencies, and schools, I’ve aimed to enrich our communities. A highlight of this effort is our entrepreneurial program for high school students, designed around coffee products and sales, fostering a new generation of entrepreneurs.

My journey into coffee has been fueled by a deep-seated love for marketing and a thorough understanding of coffee—from the beans and flavor profiles to the roasting process. This knowledge, combined with my unique position as an African American entrepreneur in the coffee industry, has shaped my mission to redefine the coffee experience.

Before embarking on this coffee venture, my career was marked by significant achievements at Xerox Corporation as a Sales Account Manager, where I honed my skills in sales strategy and customer satisfaction, earning the prestigious President’s Club status.

As a proud graduate of North Carolina A&T State University, my educational background laid the groundwork for my leadership and communication skills, essential for building global relationships with customers and employees.

I am thrilled to lead Russell’s Gourmet Coffee, driven by a vision to enhance the coffee experience for aficionados everywhere. Thank you for taking the time to get to know me a little better.

What else should we know about how you took your side hustle and scaled it up into what it is today?

My journey from a weekend hobbyist to the owner of a thriving coffee business is a tale of passion, persistence, and the power of recognizing opportunity. Initially, my foray into the world of coffee began modestly, as a side hustle that I engaged in during weekends, particularly at my church’s farmers market and the bustling Jack London Square in Oakland, California. What started as a simple hobby, shared with my church community, soon revealed its potential as something much bigger.

As I witnessed the growing demand for my coffee, with bags selling rapidly every weekend, I began to see the untapped potential of the market. It was a pivotal moment when I decided to leverage my background in Federal Bids and RFPs to explore larger avenues. I ventured into the realm of government contracts and bids, discovering that the corporate coffee sector was ripe with opportunities that had surprisingly little competition. Recognizing this niche, I pursued it with the zeal of a full-time job.

Armed with my expertise in navigating the intricate process of bids and contracts, I secured several key opportunities to supply coffee in San Francisco and Oakland. This success marked the transition of my side hustle into a full-fledged career. Motivated by this momentum, I moved to Atlanta, Georgia, where I opened my first coffee shop. From the moment I set foot in Atlanta, I was on a mission to spread the word about my coffee, engaging with the community at flea markets, pop-up shops, and through collaborations with celebrities, arenas, hotels, and schools.

One of the most fulfilling aspects of my journey has been working on fundraising and special projects, particularly those involving education and youth empowerment. Teaching kids about entrepreneurship and investing in themselves has been incredibly rewarding. Witnessing their creativity and growth not only reinforced my belief in the transformative power of mentorship but also marked a significant milestone in my journey.

Scaling up from a side hustle to a recognized brand in the coffee industry was no small feat. It required not just hard work but a strategic approach to every opportunity, from local farmers markets to government contracts and beyond. Each step, each partnership, was a building block towards something greater. The journey has been one of constant learning and adaptation, fueled by a commitment to quality and community engagement.

Today, as I reflect on the path my business has taken, I am reminded that the essence of scaling up lies not just in the pursuit of growth but in the impact we create along the way. My venture into coffee has been as much about building connections and empowering the next generation as it has been about serving a great cup of coffee.

Contact Info:

• Website: www.russellsgourmetcoffee.com
• Instagram: russellsgourmetcoffee
• Facebook: Russell’s Gourmet Coffee
• Linkedin: russellsgourmetcoffee
• Twitter: russellsgourmetcoffee
• Youtube: [email protected]
• Yelp: Russells Gourmet Coffee