Today we’d like to introduce you to Lee Lizotte.
Lee, we appreciate you taking the time to share your story with us today. Where does your story begin?
My love for coffee first started when I was 16 years old. There was a small coffee shop in my town that I started to become a regular at. I found myself really curious and always asking the baristas questions. After about a year of being a regular the staff asked me if I would be interested in becoming a barista. I ended up spending the next five years working at that shop. I started as a barista, moved to shop manager, and then eventually head roaster. Roasting is where I really found my passion. Learning about It opened up a whole new perspective about how much work really goes into making a cup of coffee, specifically the labor from the growers in different regions around the world. I took that passion and used it to start my own roasting company, True Love Coffee Co, and my goal is to maintain the same quality and care that the farms put into their crops. While most of my business is roasting coffee wholesale, you can find me doing local popups and events all around Orange and LA county too.
We all face challenges, but looking back would you describe it as a relatively smooth road?
I feel fortunate that I had a solid foundation from my previous experience in the specialty coffee industry as well as maintained good relationships with those who share the same passion. Because of all the fellow roasters and shop owners, I have surrounded myself with, I always have support and a shoulder to lean on. Whether that’s borrowing each other’s equipment when something breaks or giving honest critiques when cupping each other’s coffees, it’s having that support around me that has made this road a bit less bumpy.
We’ve been impressed with True Love Coffee Co, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
My business is called True Love Coffee Co. I specialize in roasting coffees sourced from the top 1% of coffee-growing producers. I offer wholesale to different shops, restaurants, etc. around the world. I also sell direct to consumers online, as well as do regular pop-up events around Orange County and LA County. I have always loved the vintage diner/tiki bar aesthetic so I wanted to build a world around my brand that focuses on that timeless style. In the beginning stages of starting this company, I wanted to come up with three words that best represented my core values as a roaster. I chose Warm, Sweet, Kind as a simple yet meaningful motto for how I want my company to operate.
Before we go, is there anything else you can share with us?
Customer education is something I really enjoy and want to prioritize. So if you have any coffee-related questions, I would love to hear from you. Feel free to email me at [email protected]!
Contact Info:
- Website: truelovecoffee.co
- Instagram: @TrueLoveCoffeeCo
Image Credits
Karli Moceri Arya Dee Katie Mcdonald
