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Santa Fe · United States

Iconik Coffee Roasters

Since 2013 · Darren Berry, Natalie Slade, Todd Spitzer

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Overview

Iconik opened in May 2013 as Santa Fe's second in-house roasting cafe, founded by siblings Darren Berry and Natalie Slade with friend Todd Spitzer roasting on a circa-1927 Otto Swadlo retrofitted over several years. The original team was on the brink of closing in 2015 when then-customer Sean Ham — a tech consultant who worked from the cafe — partnered with the Lena Street Lofts landlords and managers Dylan Miller and Chase Stafford to take over operations, and Ham now runs the company across three Santa Fe cafes (Lena, Lupe near Guadalupe Street, and Red — built in a former auto service station).

Known for

  • New Mexico's defining specialty coffee roaster
  • Restored 1920s-era Otto Swadlo roaster
  • Three Santa Fe cafes (Lena, Lupe, Red) with full breakfast/lunch/dinner menus
  • In-house bagels and house-cured lox
  • Numilk Coffee partnership (NM and Hawaii distribution)

Why it matters

Iconik runs counter to most specialty in two important ways: it survived a near-failure in 2015 by reorganizing around hospitality and full-service food rather than coffee snobbery, and it operates a circa-1927 antique roaster that turns the production line itself into a draw. It anchors specialty in a tourism-heavy market where most competition is Starbucks-scale or single-cafe craft.

Production

destoning
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head roaster
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color sorting
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roaster machine
Circa-1927 Otto Swadlo drum roaster (retrofitted)
filter equipment
Hario V60
cupping frequency
null
roastery location
1600 Lena Street, Santa Fe, NM
espresso equipment
La Marzocco Strada
annual volume tonnes
null

Café

1600 Lena St (Lena flagship); Iconik Lupe (off Guadalupe St downtown); Iconik Red (former auto service station)

Sources

More roasters