True Love & Hard Work: Lee Lizotte on Coffee, Craft, and Community

In this episode of Shady Characters, we sit down with Lee Lizotte, founder of True Love Coffee, to talk about craft, community, and the quiet discipline of building something that actually matters.

Lee’s journey into coffee started not with a grand business plan, but with curiosity. After discovering specialty coffee at Hidden House in San Juan Capistrano, he immersed himself in the world of roasting, flavor profiles, and sourcing. What began as wholesale roasting evolved into a coffee cart, and eventually into the brick and mortar True Love Coffee space nestled inside Free Note’s headquarters.

But this conversation goes far beyond espresso and matcha.

Lee shares his philosophy on staying in your lane. Rather than trying to please everyone, he intentionally built a brand around lighter, fruit-forward coffees and a nostalgic aesthetic inspired by vintage matchbooks and classic Americana design. The result is a space that feels timeless, warm, and deeply personal. A coffee shop that reflects taste rather than trends.

We dive into the nuances of roasting, the realities of scaling wholesale, and the leap into opening his own roastery in San Juan Capistrano. Lee breaks down the craft behind sourcing from Colombia and Ethiopia, the science of roast profiles, and why quality control tastings happen every single week.

Equally powerful is the heart behind the business. From working alongside his brother, to fostering a staff culture where baristas are mistaken for owners, to watching his mom create mosaic art that now hangs in the shop, True Love Coffee is as much about people as it is about product.

Lee also opens up about how becoming a father shifted his perspective, pushing him to pursue work he genuinely loves instead of simply chasing security. The result is a business built with intention, grit, and a clear identity.

This episode is about more than coffee. It is about craftsmanship, family, and building something authentic in a world that constantly tempts you to compromise your vision.

True love, it turns out, is staying true to your taste.

Follow True Love Coffee: @truelovecoffeeco