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 started his internship 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.”