Our Focus Remains on Creating Welcoming Spaces Where People Can Connect Over Exceptional Coffee and Baked Goods: Kelly Spiker, CEO of Woods Coffee

Woods Coffee is a family-owned coffee chain rooted in the Pacific Northwest, offering a warm and inviting atmosphere reminiscent of a cozy cabin in the woods. Established in 2002 by the Herman family in Lynden, Washington, the company has expanded to multiple locations across Western Washington, each reflecting a commitment to quality and community. Beyond serving meticulously roasted coffee and handcrafted baked goods made fresh daily in their scratch bakery, Woods Coffee actively engages with local charities, schools, and organizations, striving to make a positive impact in the communities it serves. 

In Conversation with Kelly Spiker, CEO of Woods Coffee

As the CEO of Woods Coffee, what inspired your family to start this venture back in 2002?

Our family had a vision of creating a space where people could gather, enjoy quality coffee, and feel a sense of community. We pooled our talents and resources to open the first Woods Coffee shop in Lynden, Washington, aiming to offer more than just a cup of coffee—a place where relationships could flourish. 

How has Woods Coffee evolved since its inception?

Since opening our first store, we have experienced steady growth, now operating multiple locations throughout Western Washington. We have expanded our offerings to include in-house roasting and a scratch bakery, ensuring that we provide fresh, high-quality products to our customers every day. 

Community involvement seems integral to Woods Coffee. Could you elaborate on your initiatives?

Absolutely. We believe in giving back to the communities that support us. We contribute to local charities, fundraising organizations, schools, and various groups. Our goal is to make a positive difference, whether through donations, sponsorships, or active participation in community events.  

Quality is a hallmark of Woods Coffee. How do you ensure the consistency and excellence of your products?

Quality begins with sourcing. We establish relationships with coffee farmers to procure the best beans, ensuring sustainability and fair practices. Our in-house roasting allows us to control the flavor profiles, and our scratch bakery crafts fresh pastries daily. This hands-on approach guarantees that our customers receive the best with every visit. 

What challenges have you faced in expanding Woods Coffee, and how have you addressed them?

Expansion brings challenges like maintaining our culture and quality across multiple locations. We have tackled this by investing in training, fostering open communication, and ensuring that each new store embodies the values and atmosphere that define Woods Coffee.

How do you balance innovation with maintaining the traditions that customers love?

While we cherish our traditions, we also recognize the importance of evolving. We listen to our customers and team members, embracing new ideas that enhance the experience without compromising our core values. This balance allows us to stay relevant while honoring the essence of Woods Coffee.

Sustainability is increasingly important in the coffee industry. How does Woods Coffee approach this?

Sustainability is at the forefront of our operations. From sourcing beans through direct relationships with farmers to implementing eco-friendly practices in our stores, we strive to minimize our environmental footprint and support the communities involved in our supply chain. 

Could you share a memorable story that encapsulates the spirit of Woods Coffee?

One story that stands out is when a group of regular customers organized a surprise appreciation event for our baristas. They expressed gratitude for the daily kindness and quality service they received. It was a heartwarming reminder of the relationships we've built and the community we've fostered.

What are your aspirations for Woods Coffee?

We aim to continue growing thoughtfully, deepening our community ties, and enhancing our offerings. Our focus remains on creating welcoming spaces where people can connect over exceptional coffee and baked goods.

How do you cultivate a strong company culture within Woods Coffee?

Our culture is built on respect, collaboration, and a shared passion for service. We prioritize open communication, recognize individual contributions, and ensure that our team members feel valued and aligned with our mission.

How do you stay connected with the communities surrounding your various locations?

We engage with local events, support neighborhood initiatives, and encourage our store teams to build relationships within their communities. This localized approach helps us remain an integral part of each area we serve.

What role does family play in the operations of Woods Coffee?

Family is the foundation of our business. Working together has strengthened our bond and allowed us to combine our diverse skills to build a company that reflects our shared values and commitment.

How do you approach customer feedback, and how has it influenced your business?

We actively seek and value customer feedback, viewing it as an opportunity to learn and improve. Many of our enhancements and innovations have stemmed from listening to our customers' insights and adapting accordingly.

Could you discuss any partnerships or collaborations that have been significant for Woods Coffee?

We have partnered with local artisans, businesses, and organizations to create unique offerings and events. These collaborations enrich our community presence and provide customers with diverse experiences.

What advice would you give to aspiring entrepreneurs in the coffee industry?

Stay true to your vision, prioritize quality, and build genuine relationships with your customers and community. The coffee industry is about more than just the product; it's about the experience and connections you create.

Kelly Spiker, CEO, Woods Coffee

Family is the foundation of our business. Working together has strengthened our bond and allowed us to combine our diverse skills to build a company that reflects our shared values and commitment.