Luce Coffee Roasters

Luce Coffee Roasters, often referred to as Luce Avenue Coffee Roasters, is a specialty coffee company headquartered in Houston, Texas. Founded in 2015, the company was established by co-owners Helen Choi and Luke Jung. The brand has grown from its initial location in Greenway Plaza to establish a primary roasting facility and cafe at 1717 W 34th St, which serves as the central hub for their operations and community engagement efforts.

The company’s operational model is built around the integration of production and service. A defining feature of their headquarters is the on-site roasting facility, which is positioned to allow customers to observe the roasting process while they consume beverages. This transparency is intended to bridge the gap between the raw agricultural product and the final cup, emphasizing the technical precision required in specialty coffee production.

Luce Coffee Roasters places a significant emphasis on education and professional development within the coffee industry. The company is an active participant in the Specialty Coffee Association (SCA) ecosystem, frequently hosting certified courses such as the SCA Roasting Foundation. By providing these educational opportunities, the company functions as a training ground for baristas and coffee professionals, focusing on technical skills, sensory analysis, and roasting theory.

Their sourcing philosophy centers on the procurement of high-quality, traceable single-origin coffees and house blends. The company maintains a focus on sustainability, stating that their beans are grown and harvested with consideration for both environmental impact and the welfare of the producers. Their product catalog typically features a variety of processing methods, such as the sugar cane decaffeination process, and highlights specific regional profiles, including coffees from Colombia, Ethiopia, and Rwanda.

Beyond its retail and roasting activities, the company has positioned itself as a venue for industry events. In 2023, the roastery gained attention for hosting nationally ranked baristas and serving as a site for high-level coffee competitions. This involvement in the competitive circuit underscores their commitment to the specialty coffee community and their desire to foster a culture of excellence among local practitioners.

Today, the company continues to operate as a private entity, balancing its retail presence with a subscription-based model that delivers roasted beans directly to consumers. By combining a neighborhood cafe atmosphere with a rigorous approach to roasting and professional education, Luce Coffee Roasters maintains a distinct role in the Houston coffee scene, catering to both casual drinkers and those seeking a deeper technical understanding of the craft.