Will was born and raised in a family whose parents have been coffee growers and traders for 

over 30 years in Đắk Lắk province, Vietnam. His parents buy coffee beans from other growers 

and smaller traders, and sell them to larger traders or export companies.

He studied Petroleum Engineering, worked in Ho Chi Minh City for a few year before coming to 

Australia with his wife, Tami,  to pursue a master’s degree in business management. 

During his second year at university, he became an intern at Little Ripples, a socially 

responsible wine company dedicated to providing clean water to people in need. Quickly 

advancing, he eventually became the company’s export and operations manager.

Will, along with his wife and friend Toan Duong, founded Great Cherry to promote specialty 

robusta from Vietnam. Their mission is to redefine the image of robusta coffee and enable 

specialty coffee roasters to “robusta differently.”