FinerGrind and True Regional Love
In our American Dream series we asked Woody Wiginton about the coffee industry, his love of our region and state and the misconceptions that plague the South. Hope you all enjoy getting to know Woody a little better, he is a true Renaissance man!
I was born in Birmingham, grew up a few years in Roebuck, then moved to the family farm in Blount Co. Alabama
What was it like growing up?
Growing up in the countryside, I spent a lot of time outside. I helped my Grandfather farm, raising vegetables, cows, and hogs, which helped me form a lifelong love for food. Very often, I'd eat vegetables right off the vine or stalk, exploring the taste and textures of certain varieties of plants. I started school in a 2-room schoolhouse called Mt. High School, where 2 teachers taught 6 grades (one of the teachers was also the principle). The principle was a small, wiry, no-nonsense lady of Welsh decent, who would paddle a student for sneezing wrong. I had a great fear of her; as she would take a paddle as big as she was, and swing it with a force that a major league baseball player would envy. She could literally change a student's stance from convex to concave with the swing. Suffice to say, I asked my parents if I could transfer to another school before I entered the grades she taught. I finished High School at Hayden and moved to Huntsville AL to work and go to school.
Do you feel like Alabama has a lot more to offer than people give us credit for?
YES! You can draw a line through the middle of the state north to south, from Huntsville to Mobile, and find bleeding-edge technology and innovation in aerospace and medical industries, then radiate out from that line east / west and find a traditional way of Southern life; places unchanged by the industrial age. Alabama is one of the most culturally diverse, as well as biologically diverse places on the globe, and I speak from direct experience as I've spent the last 25 years traveling the globe, experiencing different cultures and geographies.
What is your favorite thing about the southeast and our state?
Technology and the connection to the Rural. The South, and Alabama, suites me perfectly as I've worked in technology for most of my life. Here in the Southeast, I can get exposed to new technology R&D, as well as find someone plowing a field with mules. It's the perfect juxtaposition for me.
If you were to suggest one piece of literature that properly depicts our region what would it be?
This is a tough question, because I'd always taken issue with the way our region has been depicted in literature. To this day I haven't found an author who has been able to peel back the layers and explore the richness and complexity. When I say Alabama is one of the most diverse places on the globe, I say that with some knowledge of my families history in the region. I don't think the various ethnic groups who entered Alabama first as a territory, then as a state, have had their story told - it's all been mostly plantations and king cotton. There is so much more to the state, including the story of the native peoples. So with all this said, I can't suggest a single piece of literature the properly depicts our region; rather seek out diverse stories and become intimate with the rich tapestry.
If you were to recommend only one thing to do in Alabama what would it be and why?
Hmmm, another tough question! I'd say again, draw a line through the state and take a week to drive from Huntsville to Mobile. Zigzag along that line and stop along the way to eat the foods, or stop into various communities and observe the way and rhythm of life there. There is great natural beauty here! In the Zig you'll find places like DeSoto Falls; in the Zag you'll see the Natchez Trail, the Fall-line, a natural division between the East Gulf Coastal Plain and the Appalachian Highlands. There's too much to write - I could spend all day writing about things to do here in Alabama!
Who and what inspires you the most?
My Grandfather! His calmness and persistence are two traits I admire in him.
What, if anything, would you do to change and/or enhance the local scene?
Speaking from experience, travel is the best way to gain an appreciation of what we have locally. Go see how the other half lives, and you'll find what a rare thing we have here! Often times we are our own worst critic; I think if we are proud of what we have, we will appreciate it more and that will transfer to visitors or newcomers to the State / City. I would celebrate local talent; the music, art, craftsmanship, the architecture - I'm optimistic because I think social media can provide a medium to tell the stories and from that, people will gain an awareness of the great things we have, as they haven't been able to before.
What role do you think small businesses play in the community?
Building relationships, listening, and caring about your customers and community are something that small business has the ability to do very well, in addition to changing the way you do business based on what people want or care about. Small business is PART of the community, while institutional business just pay rent for a period of time.
What do you feel is Birmingham's best kept secret?
I would say again the diverse nature of the city. If there was a way to bring the unique qualities of the communities that make up Birmingham to the forefront, I think you would see a jump in tourism and "stay-cations". Birmingham is such a service-oriented city, it is a wonderful place to spend a few days and see the sights. The addition of Railroad Park, and soon Red Mountain Park, offer green spaces in a city that enjoys a temperate climate. Getting outside and enjoying the beauty of the city is a great way to stay fit!
What did you do before you found your love of coffee?
I have been a cave tour guide, cable-monkey, electronics engineer, draftsman / cartographer, geographic information systems programmer, project manager, technical sales consultant, and government subcontractor. And coffee has been along with me throughout my career.
I've always loved it. But I think travel to other places and enjoying coffee cemented my passion for it. When I'd travel to some part of the world, there are 3 things I'd look for in a location: Books, Food, and Coffee. I would research the place prior to traveling there, and try to find the best of each of those things.
What are your business ambitions (stay small, expanding, etc)?
I love Birmingham, and I want to serve this city with the best possible coffee that's within my power to source. So I don't know exactly how large FinerGrind will be, but I've certainly invested in the company so it can scale up to meet the demand of the city.
In what direction would you like to see the coffee community grow?
Well, this question is close to my heart. I'm convinced that Birmingham shares similar qualities with cities like Portland or perhaps Charlotte. I've watched these cities move into a totally different phase with regard to coffee, especially Portland which is now regarded Internationally as a coffee mecca. One of my many goals is to bring that level of coffee quality, and attention to methods of coffee preparation to Birmingham. And I would love to see the type of camaraderie between coffee professionals that exists in these cities - it's much more a business community than business competition.
How do you give back to your community?
I often support people related to food programs with my time and/or my coffee, for fundraisers and events. I feel that being involved personally provides a great degree of support, and to be honest, I really care about issues such as food security. I don't think you can have a vibrant food community while there are too many people with poor nutrition in your local area. So any chance I get to participate in such events I jump at the chance! I also feel that I'm connected to the providers of the coffee I roast and wholesale, therefore I give back to them by purchasing coffee through programs which support improvements to either their wellbeing, or infrastructure that improves coffee quality. Again, I don't think one could promote a product knowing that somewhere along the value chain, someone is suffering. That's why I chose a business model for FinerGrind Coffee Roasters that has "Cause" at its very heart.
You can find FinerGrind Coffee at:
Nabeel's Cafe and Market
1706 Oxmoor Road
Homewood, AL 35209
205-879-9292
Crestwood Coffee Company
5512 Crestwood Blvd
Birmingham, AL 35212
Oakstreet Local Market in Crestline Village
115 Oak Street
Birmingham, AL 35213
Mamanoe's Grocery
2301B 2nd Ave North
Birmingham, AL 35203
THE MARKET PLACE, inside East Lake United Methodist Church's office (http://peerinc.wordpress.com/2010/11/09/harvest-gifts/)
Will also be selling coffee April 2011 at East Lake Farmers Market in Birmingham Alabama, Saturdays 8:00 AM - 12:00 AM.
http://www.facebook.com/FinerGrindCoffee
http://twitter.com/FinerGrind
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