Owner Carly Altier describes The Seed as “A Squeeze & Drip Company.” “Squeeze” represents the fresh-pressed juices and “Drip” the handcrafted coffees. Rounding out the menu at The Seed — a name that speaks to the origin of it all — are salads, smoothies, acai bowls, pastries and bagel bombs suitable for sit-down or grab-and-go enjoyment.
“I’m a registered trauma nurse by trade, and I’ve always believed in a holistic approach to health. When I visited Southern California years ago, I was inspired by the wave of healthful options like fresh-pressed juices, smoothies and acai — selections that weren’t widely available in South Florida at that time,” Altier explained. “My sisters and I were going to open a juice and smoothie bar, but then I met someone who wanted to open a coffee shop and bring ‘mom and pop’ back to Boca Raton. We decided to marry our two concepts under one roof.”
That strategy has paid off for The Seed, which has, since its establishment in 2014, expanded to eight South Florida locations, with the potential for franchise locations in the offing. Altier shared her perspectives into building a budding business:
What has made The Seed successful?
Authenticity. We were the first specialty coffee shop in Boca Raton, so we educated customers. Very few people here knew what a pour-over or a single-origin coffee was; sometimes a specialty cup of coffee takes time and education. It’s a pure science, and customers have come to know that they can rely on our baristas for a well-brewed espresso with a perfectly steamed milk. They appreciate the consistent high quality of our menu items and the way we make them feel when they walk through the door.
What kind of culture have you built at The Seed?
I grew up in the restaurant business — bartending, waiting tables, hostessing — so I know how important hospitality is to making people feel good. We instill that commitment to customer care in our staff. When we hire, we don’t look for experience as much as personality. How does the candidate treat others? Are they willing to learn? Skills can be taught, so if a person is coachable and has a positive attitude, we can teach them. We also give them some level of autonomy so they can take ownership and pride in what they do. Our team’s confidence shines through in their service, and customers feel welcome and well-served.
Our culture also includes a commitment to supporting other local small businesses — small bakers and others who can supply us with the products we need. We intentionally choose our wholesale items based on relationships we’ve built over the years. I feel like we’re all in this together, so we support one another however we can.
What is your vision for your company’s growth?
Our current vision is to expand the business all the way up the East Coast. Then — who knows? — maybe we’ll expand to other coasts as well. Coastal communities lend themselves to our customer demographics and products. As of last year, we became legal to franchise, so we would also love to see franchisees take our brand into new geographic markets.
Our current growth model calls for opening two or three locations per year, although we don’t limit ourselves to that number. We do know that we don’t want to scale too quickly; we’re looking for steady, conscientious growth. We’ve seen many companies fail by trying to grow too quickly, so we’re taking a thoughtful, patient approach.
Whom do you rely on for business advice?
My operations partner and I each have mentors who are well-established in the restaurant business or other businesses they’ve bought and sold. They are great sounding boards who have been there, done that, and provide expert guidance.
How does having a dedicated business banker benefit your company?
Our PNC business banker always comes through for us, addressing our concerns and offering creative solutions in a timely manner. She advocates for us, introduces me to people and supports our financial needs, including recently helping us secure funding for expansion. For a business owner, it’s great to have a banking relationship where you can call or text anytime and know you’ll get support.
What do you find most gratifying about being an entrepreneur?
As a mother of five, I compare watching my business grow to watching my children grow. In the beginning stages, you are relied upon for every moment. Then they’re crawling, walking and maturing, and so you can give them space to thrive. It’s been so gratifying seeing our locations grow, watching the love we’ve poured into them make them stronger.
Also, to compare business growth to gardening and watching your plants grow as you give them love, food, light and water: We planted the seed. Now we’re watching it bloom. It’s been an amazing experience.
What advice would you offer aspiring entrepreneurs?
I read a book called “Just Wing It” several years ago, and I learned to not overthink things in the beginning. Just wing it. Go for it. No one learns from their successes; only from mistakes or failures. I’m a product of that, learning priceless lessons from my mistakes and growing as a business owner.
I’ve also learned never to take the ups for granted. Eleven years into this venture, I am still thankful every day for every customer who walks through our doors. I’m beyond grateful I get to be part of this journey, and it’s our customers who make it possible.
