Luce Labs, Inc.
Introducing Iris, the world’s first AI powered precision indoor growing platform
Iris uses advanced AI, plant and culinary science to provide what no other cultivator, traditional farm, greenhouse, or vertical farm can:
Rare, high-value plants too delicate, small-scale, or difficult for traditional suppliers to grow and provide.Signature proprietary plant flavors fine-tuned and perfectly optimized for your restaurant's unique recipes.Truly authentic ingredients —region-specific varieties essential to ethnic cuisines, independent of season or geography.Guaranteed consistency in flavor and quality across every restaurant location, at any scale.
Iris Opportunity & Vision
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
High-end culinary is constrained by fragile supply chains and seasonality, limiting consistent access to premium ingredients.With Iris on-site or off, chefs gain on-demand access to peak-flavor, high-value ingredients for unmatched culinary creativity, authenticity, and differentiation.
Expansion Market
Gourmet Home Chefs
Skilled home cooks and culinary enthusiasts struggle to find reliable sources of gourmet-quality fresh produce.Iris grows rare, authentic, culinary-grade ingredients at home—providing access to flavors once limited to professional chefs, with unmatched freshness.
How Iris works
Iris’s proprietary AI-powered capabilities 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.
Alex Litvin, PhD | Head of Plant Science
Expert in culinary plant physiology, agronomy, and high tech controlled environment agriculture, including plant growth automation.
Paul Rushton, PhD | Head of Biosciences
Extensive research experience at leading institutions including Oxford, Bristol, and Max Planck; 80+ publications cited 16,000+ times.
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!)
Andrew Russell | Lead User Researcher
Seasoned field researcher expert in rapidly uncovering deep insights into human behavior and motivations with scientific rigor.
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