About

About Avoca

Avoca Coffee Roasters

All of AVOCA's coffee is artisan micro-roasted—perfected through detailed work, method and obsession. Coffee beans are specially selected for how they are grown, gathered and treated.

Owners Garold LaRue and Jimmy Story opened AVOCA in 2011. Friends since grade school, they share a passion to provide excellent coffee for locals, by locals.

AVOCA is a member of Go Texan, Specialty Coffee Association of America, Barista Guild of America and Roasters Guild of America.

Garold Larue III

As a fifth generation coffee farmer, Garold LaRue has worked in the world of premium coffee for fifteen years and counting. He is passionate about crafting the perfect roast and teaching people—from employees to aficionados—how to brew the cup. Garold also enjoys developing innovative roasting and brewing techniques through the utilization of technology and fundamental methods. He has been featured for his expertise in coffee in local and national print and broadcast media outlets, including: Good Morning Texas, Dallas Observer, Culture Map, Eater, CBS 11 and more.

About Garold
About Jimmy

James M. Story IV (Jimmy)

Fort Worth native James “Jimmy” Story brings more than a decade of experience in operational management and retail beverage sales to AVOCA. His background makes him the perfect fit to ensure AVOCA's expertly-roasted coffee beans and brews get the attention they deserve. When he isn’t installing clients’ coffee equipment or training baristas, Jimmy and his family like to grab their camping gear and go off the grid. As an expert in the coffee industry, Jimmy has been featured in a variety of local and national media outlets, including: NBC 5, ABC 8, D Magazine, DFW.com and others.