Written by Jordan Michelman.
I’m not sure there’s a roaster-retailer that’s come further faster in the last half-decade than Three Keys Coffee of Houston, Texas. A love letter to music—and specifically jazz—in the guise of a specialty coffee company, Three Keys is the work of Tio and Kenzel Fallen, husband and wife owner-operators who launched the brand in 2019. Their name refers to the valves on a trumpet, and you’ll find a dedication to jazz music culture woven throughout their work, from cafe soundtracks to blend names to an original Jazz + Coffee flavor wheel that helps explain the complexity of specialty coffee in an accessible, riffable form.
This brand is anchored in the Houston community and has become a must-visit destination for visitors to the city. We checked in with Tio Fallen in advance of the coming 2025 SCA Expo in Houston.
Hi Tio — thanks so much for talking to us. By now, the word is out about Three Keys, but for anyone still unfamiliar, how do you describe what you do at Three Keys by way of introduction?
Three Keys Coffee is an award-winning specialty coffee roastery and café based in Houston, Texas, blending the craft of coffee with the artistry of jazz. Named after the three valves of a trumpet, we approach coffee with a balance of precision, creativity, and expression, offering exceptional, competition-winning roasts alongside a multi-sensory experience that incorporates music and design. Recognized by Food & Wine as Texas’s Best Coffee Roaster and a global finalist for Roast Magazine’s Roaster of the Year, we are known for our commitment to quality, innovation, and making specialty coffee more accessible to a broader audience.
Tell me a little bit to start about scale — how big is Three Keys now? How much are you growing year over year?
Three Keys Coffee has grown rapidly since our founding in 2019. In just a few years, we expanded into 43 Trader Joe’s locations, 120+ Walmart stores, and all Houston-area Whole Foods. We doubled our revenue each year in our first 3 years of operating despite neither founder being 100% dedicated to the business, as both were working other jobs during our initial growth years. Now Kenzel (co-founder) is the full-time CEO, and we’re seeing even bigger opportunities in store for us in 2025-2026 and beyond. We roast in a small facility and accomplish a lot in our cozy space, but we plan to expand to a larger facility later this year.
What role do subscription services play in what you’re doing now at Three Keys?
Subscriptions are an important and growing part of Three Keys Coffee. Through our soon-to-be-launched Backstage Pass subscription program (coming Summer 2025), customers receive exclusive access to new roasts, limited releases, and curated tasting experiences—much like a music fan getting VIP access to an artist’s latest work. It’s a way for us to build a deeper relationship with our customers, giving them first access to our most exciting offerings while ensuring they always have fresh, high-quality coffee on hand.
What has changed about the company over the last 5 years? What has stayed the same?
The biggest change has been our scale—what started as a passion project has evolved into a nationally recognized brand with a retail presence, wholesale partnerships, and a dedicated café location. Our roasting facility has grown, our team has expanded, and our reach now extends beyond Houston into major retailers across the country. What has stayed the same is our core commitment to quality, creativity, and accessibility. We still approach coffee with the same meticulous craftsmanship, the same love for jazz and multi-sensory storytelling, and the same mission to create an inviting, inclusive specialty coffee experience.
Environmental and social impact is a big part of what you do at Three Keys — tell me more about that.
Sustainability and community impact are central to our mission. We are Houston’s first and only solar-powered roastery, ensuring that our production is both reliable and environmentally responsible. We are also certified by Fairtrade, Rainforest Alliance, and Bird Friendly, meaning our sourcing practices actively support ethical, sustainable farming. Beyond coffee, we invest in community-driven initiatives—whether it’s donating coffee to local shelters, supporting underrepresented voices in the industry, or offering health/wellness care to our employees.
Tell us a little about the café at Finn Hall — set the scene, tell us about the building and the neighborhood — then tell me more about what the café is doing there.
Finn Hall is an architecturally stunning food hall in downtown Houston, housed in the historic Jones on Main building, an early-20th-century Art Deco landmark. With its grand interiors, high ceilings, and a mix of modern and classic design elements, it provides a perfect backdrop for a premium coffee experience. Our café at Finn Hall is an extension of our roastery’s vision, bringing the same high-quality, jazz-inspired specialty coffee to the heart of downtown. It’s designed to serve a diverse, fast-paced crowd—business professionals, creatives, and visitors alike—while maintaining the craft and intentionality that define Three Keys. It’s also a cultural hub, hosting pop-ups, coffee tastings, and collaborations that bring together Houston’s food, art, and music communities.
