Today we’d like to introduce you to Amber Foreman.
Hi Amber, so excited to have you with us today. What can you tell us about your story?
I grew up in Metro Atlanta and after some time in the service industry and some help from a friend, I found coffee. I fell in love immediately and got my first coffee gig in Buckhead. I wanted to figure out how to turn coffee from a job into a career. So, I packed up my car and moved to Los Angeles. Over the next five years, I worked for a handful of awesome folks and soaked up all that I could from big companies to local shops to start-ups.
In 2020, I joined forces with Philip Brown (Founder, CEO & Owner), Alan Fischer (CEO & Owner), and Taylor Kimball (Director of Ops & Partner) of PERC Coffee. We opened our first retail location in the East Lake neighborhood and another in Virginia Highlands. As the Retail Director/Partner, I hope to help expand PERC from our HQ in Savannah, GA to my hometown, Atlanta. It is extremely important to me to create a safe, inclusive, and approachable environment for all and to share new things with our neighbors and other communities. We have big plans for PERC, but we always aim to be down to earth and share good times and amazing coffee with everyone we meet.
We all face challenges, but looking back would you describe it as a relatively smooth road?
There has definitely been a lot of growth and challenges over the last 10 years in this industry. As someone who dropped out of college, I have tried to take every opportunity that has come my way, sometimes even throwing myself into a bit of chaos to prove myself and learn new skills as a coffee professional, a leader, and in business. Thankfully, I’ve had awesome people and an incredibly supportive wife to help me navigate this wild journey.
Opening PERC during the pandemic was one of the most notable challenges. There were tons of delays, operational challenges, and sorting through how to keep our team and guests safe. We had to build everything from the ground up and then adjust over and over with the changing times. I am very happy to be somewhat on the other side and be able to hand folks a Good Times Latte in a real ceramic cup again. It’s the little things.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
As the Retail Director, I am focused on expanding our retail shops to new areas. I am also responsible for managing our Shop Managers and Quality Assurance team, curating our menu offerings, developing the business and staff, as well as being the in-house food safety nerd.
I love opening new shops and creating really amazing experiences for our guests. It’s really rewarding and exciting to pour yourself into a project and share what PERC is doing with people, often for the very first time.
One of my proudest accomplishments is making PERC an inclusive workplace and community. A large part of our team is comprised of members of the LGBTQ+ community and we support a local non-profit to share our aligned values with the city.
I have also started a Manager training and mentorship program at PERC that helps us create leaders from within. Currently, 80% of our retail leadership team started as baristas and have grown to run their own shops and departments. Building a place that provides the opportunity and experience to create a career in the coffee industry is something I am very proud of. At the end of the day, it’s always about people.
Any advice for finding a mentor or networking in general?
I got extremely lucky with my great friend and mentor, Sumi Ali. I think it’s really important to find like-minded people in the industry, as there has been a lot of gatekeeping in the past. It’s so important to be willing to share knowledge and build up others, especially POC, women, and LGBTQ+ folks that have not always been at the center of the coffee world. It can be difficult to put yourself out there, but asking questions and listening to others’ experiences is incredibly valuable. This industry is ever-changing and there is always more to learn. You have to stay humble and know that it’s always a work in progress.
Contact Info:
- Website: www.perccoffee.com
- Instagram: www.instagram.com/percatlanta
Image Credits
Jesh Perez
