Locals often credit AVOCA Coffee Roasters for launching Fort Worth’s craft coffee craze — now, the duo that started it all is moving on.
In separate Facebook and Instagram postings on Saturday, former owners Jimmy Story and Garold LaRue announced that they had both officially left the company.
Story’s post read, in part, "Many of you have followed my adventures with Avoca. And for months now I have refrained from commenting on posts or comments about AVOCA. This is because I sold my shares and departed the company. This opens me up for new opportunities ... I am still drinking AVOCA, and you should too for as long as you like it."
Likewise LaRue posted, "I've sold my shares and departed from AVOCA Coffee Roasters. I'm in search of new opportunities within the coffee industry and world beyond. Thank you all for enjoying great coffee and please continue to enjoy AVOCA. Cheers."
Story and LaRue launched AVOCA in 2011. One of the first coffeehouses to also be its own roastery in the Fort Worth area, AVOCA became a staple on Magnolia Avenue as other restaurants and retail popped up around it. The company opened a second location in 2016 on Foch Street in the West Seventh Street area as well.
AVOCA's business model also focused heavily on education about product sourcing, roasting methods and different preparations. Local restaurants embraced the brand early, and AVOCA quickly became the house coffee on many menus around town. The company ramped up production, allowing the brand to branch into wholesale markets, and became a go-to source for staff trainings in coffee brewing techniques.
Craig Morgan, who is listed as a principal with AVOCA, remains and is now the owner.
