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Iconik Coffee Roasters: True Love in a Cup

By Elisha Neubauer

Iconik Coffee Roasters stemmed from a true love of coffee- a desire to see originality in the industry in the Santa Fe Area. With experience, hard work, and perseverance, three friends managed to transform the concept into a bustling business, turning the coffee trade of the region on its head.

In May of 2012, Natalie Slade, Darren Berry, and Todd Spitzer launched their new concept in Santa Fe, New Mexico. They were no strangers to the industry, as Spitzer had previously operated multiple coffee shops in Oakland, while Berry had been working as a roasting apprentice in Berkley.

This previous experience gave them a leg up, allowing them to know what was required and what was missing in the area. "At the time there were no true third wave specialty coffee shops in the New Mexico area," explained Dylan Miller, General Manager of Iconik Coffee Roasters, "And they saw Santa Fe as an escape from the over-saturated coffee scene in the Bay Area." So what makes Iconik Coffee Roasters stand apart from other shops in the area?

According to Miller, one major difference is how they select their product. "We import our coffee through various direct trade coffee importers," he states. "We currently have beans from Peru, Mexico, Indonesia, Colombia, Guatemala and Kenya though our offerings change seasonally." Miller continues, explaining to us exactly why they utilize so many different regions.

"The reason for offering so many different single origin coffees is that each region has different flavor profiles and we want our customers to have an appreciation for that rather than simply ordering 'regular' coffee," he says. "All coffees have an origin and a story behind them."

In addition to selecting high quality product from a multitude of regions, Iconik Coffee Roasters only sources from select small farms and coops which follow their own set of principles and values. These values, as you can read on their website, include knowing the hands that grow, rewarding greatly for a job well done, feeding the hungry, clothing the naked, and nursing the sick. Each product source is fully vetted to ensure they meet these requirements before any business is completed.

Each bag of coffee is carefully thought-out and roasted. Behind each selection is a various list of requirements that converge to create the perfect cup of coffee, including specific varietals, soil conditions, altitude, harvesting, and processing techniques. As their website states, "It's our hope that in making Iconik a part of your morning, we can bring the ends of the earth to your kitchen." "We love that our coffee shop has become the hang out spot for the community," Miller tells us. "We just opened up a shop in Collected Works bookstore downtown and we'd like to bring the same energy we have at our first shop to our new location."

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About The Author

Elisha Neubauer is a freelance editor, ghostwriter, book reviewer, and author. She is...

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