Luce Labs, Inc.
Introducing IRIS, the world’s first chef-grade digital farming platform
IRIS uses advanced AI, plant and culinary science to locally grow what no other cultivator, traditional farm, greenhouse, or vertical farm can:
Rare, high-value plants too delicate, niche, or difficult for traditional suppliers to grow and provide.Truly authentic region-specific ingredients essential to ethnic cuisines, independent of season or geography.Signature proprietary plant flavors fine-tuned and perfectly optimized for your restaurant's unique recipes.Guaranteed consistency in flavor and quality across every restaurant location, at any scale.
The agriculture industry is optimized for yield, cost, and efficiency.But flavor, the ultimate driver of value in food, has been left behind.IRIS unlocks a world where flavor, not low cost yield, drives profit and value.
Beachhead Market
High End Hospitality & Restaurants
Authentic cuisine depends on exceptional global fresh ingredients, but sourcing them is expensive and quality is unreliable.With IRIS on-site or through one of our neighborhood micro-hubs, chefs get fresh, peak-flavor ingredients for authentic expression and culinary creativity.
Expansion Market
Gourmet Home Chefs
Home culinary enthusiasts have limited access to authentic, chef-grade ingredients.With IRIS, rare, culinary-grade ingredients can be effortlessly cultivated at home with unmatched freshness.
How Iris works
IRIS will redefine what’s possible for the world’s most demanding chefs:
Grow any plant. Target any flavor. Precisely.
IRIS intelligently manages conditions throughout the plant's entire growth cycle to deliver the exact flavor your specify, every time.
From “too bitter” to “perfect”—no PhD required.
IRIS learns from your taste feedback and automatically fine-tunes growing conditions, making it effortless to achieve the flavor you want.
Flavor and quality consistency at global scale.
Every IRIS reliably delivers your specified flavor with precision and consistency, under any conditions, anywhere in the world.
Right flavor. Right time. Zero waste.
IRIS synchronizes harvests with your needs, delivering the right amount at peak flavor while minimizing waste.
About Us
Meet the team pioneering
Flavor Intelligence™
We're scientists, makers, developers, chefs, and designers in the U.S. and Italy passionate about the intersection of taste and tech.We're using plant and culinary science, artificial intelligence, and user experience design to elevate flavor the way nature intended, only better, with precision.
Luigi Guadagno | Co-Founder & CEO
7x startup founder; expert in product development, technology strategy, and using AI to enable transformative business models.
James Russell | Co-Founder & CPO
25 years of experience at the intersection of user experience, strategy, business model design, emerging tech, and complex systems.
Paul Rushton, PhD | Head of Biosciences
Extensive research experience at leading institutions including Oxford, Bristol, and Max Planck; 80+ publications cited 16,000+ times.
Jake Eisenberg | Head of CEA
Vertical farming pioneer with over 15 years of experience in CEA. Expert in developing scalable, innovative cultivation systems.
Jacob Loss | Lead Systems Engineer
Expert in developing, testing and validating high-reliability hardware and electrical systems for robotics (on earth and in outer space!)
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