When Melissa and Ray Vandervalk bought their coffee business for $22,000 in December 2007, it looked nothing like the sharp, double drive-thru coffee stand it is today. Red Leaf Organic Coffee Co.'s robust business has stepped up as well.
The Vandervalks are surprised by how much work it's been to shed the perception of the former business and build a customer base – even after they changed the name, tore down the original building, expanded the menu and created a professional logo.
"We learned never buy a business that is dying," said Melissa Vandervalk.
"We decided to completely update everything and researched what people wanted," said Ray Vandervalk. "Now, if people don't drink coffee, we have smoothies, breakfast and lunch."
To grow the business, the Vandervalks strive to create a product that customers will come back for, have a professional appearance and make a memorable experience.
"Having a forgettable experience is just as bad as having a terrible experience," said Ray Vandervalk.
Enhancing the experience included capitalizing on Melissa's Canadian heritage with themed menu items, such as the Dual Citizen and Two Buck Canuck, available in "Tall-eh?," "Grand-eh?" or "Vent-eh?"
Since they took over, business is up 500 percent – up 100 percent since December alone. Revenue is in line with expectations, and March was the first profitable month.
Red Leaf supports three part-time employees, plus the Vandervalks.
Both have business backgrounds and have worked to market Red Leaf, which they branded to look like a chain instead of a typical small coffee stand. They are involved in the community through the Woodland Chamber of Commerce, schools and churches, and do business locally.
They also, for $20 a month, lease the back of a sign that faces a nearby Starbucks drive-thru, on which they promote Red Leaf – often at an unnamed Starbucks' expense – in an attempt to lure customers away from the "McDonalds of coffee."
The sign has gotten mixed reviews – some people have switched to Red Leaf, others have called it rude. Nevertheless, the Vandervalks have created a niche for themselves. Theirs is the only organic coffee shop in Woodland, using Hillsboro-based Longbottom Coffee.
"When it comes to coffee, you don't really compete with price," said Melissa Vandervalk. "People pay an extra quarter or fifty cents for something that tastes really good."
Red Leaf Organic Coffee Co. is located at 1519 Pacific Ave. in Woodland. The Vandervalks can be reached at 360-225-6271.
