Calgary Heritage

What Calgary Heritage does

Canadian Heritage Roasting Company (legal name; trading as Canadian Heritage Roasting Co., formerly Calgary Heritage Roasting Company) is a Calgary-based organic coffee roaster founded in 2015 by two wildland firefighters. The company operates a craft coffee business with three core product surfaces: roasted whole bean coffee in adventure-themed SKUs (Bison, Grizzly, Salmon Run, Burnt Timber), Flash Fuel organic instant coffee — positioned as Canada's first organic craft instant — sold in single-serve matchbox and 100g bulk canister formats, and un-roasted green coffee for home roasters, supplemented by a Rugged Goods merchandise sub-brand.

The underlying technology is conventional small-batch coffee roasting and instant coffee production, packaged for e-commerce and outdoor use rather than proprietary software or platform architecture. Distribution runs through three channels: a Shopify-powered DTC storefront with a managed subscription portal, a flagship café and roastery at 2020 11 Street SE in Calgary (the "C.C Snowdon Building" pickup point), and a wholesale program targeting retailers. Pricing is unit-based at CAD $19.95–$22.95 per SKU, with free shipping above CAD $100 and a Hey Ethos-powered loyalty program supporting repeat purchases.

Revenue mechanics combine one-time DTC purchases, recurring monthly coffee subscriptions, and B2B wholesale supply. The company monetizes a brand-led environmental claim — one tree planted per bag sold, with a self-reported 1 million trees planted milestone and a 2% for Conservation certification — supported by a strategic partnership with the Wilder Institute (announced May 2024). The current employee base is 1–10, with the business privately held and previously bootstrapped, having taken a single external round from District Ventures Capital in 2017.

Name

Calgary Heritage

Legal name

Canadian Heritage Roasting Company

Website

https://calgaryheritageroastingco.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Canadian Heritage Roasting Company is a Calgary-based organic coffee roaster founded in 2015 by wildland firefighters, selling roasted whole bean coffee and Flash Fuel organic instant coffee to outdoor enthusiasts across Canada via DTC e-commerce, a flagship café, and a wholesale program.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roasting

NAICS

Coffee and Tea Manufacturing (31192)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Coffee Roasting & Grinding (AFAFADAB)

akta.pro secondary industries

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE), Instant Coffee & Coffee Extract Manufacturing (AFAFADAD), Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)

Keywords

• Organic coffee roasting
• Instant coffee products
• Coffee subscription service
• Wildland firefighter coffee
• Tree planting coffee

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. E-commerce Coffee Sales: Direct online sales of roasted whole bean coffee, instant coffee (Flash Fuel), and green/unroasted coffee through their Shopify e-commerce platform.
2. Coffee Subscription: Recurring subscription service for regular coffee deliveries with customer login portal.
3. Wholesale: B2B wholesale channel for retailers to carry Canadian Heritage Roasting Co. products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Canadian Heritage Roasting Company roasts and sells certified organic coffee products — including roasted whole bean coffees in adventure-themed varieties (Bison, Grizzly, Salmon Run, Burnt Timber), Flash Fuel organic instant coffee in matchbox and 100g bulk canister formats, and un-roasted green coffee for home roasters. Sales are conducted through a Shopify e-commerce storefront with a subscription option, a flagship Calgary cafe and roastery, and a wholesale channel for retailers.

Product overview

Canadian Heritage Roasting Company offers a focused portfolio of organic coffee products designed for outdoor adventure enthusiasts. The core offerings include roasted whole bean coffees in adventure-themed varieties (Bison, Grizzly, Salmon Run, Burnt Timber), Flash Fuel organic instant coffees available in both individual matchbox servings and bulk canisters, and un-roasted green coffee for home roasters. The company also offers a Rugged Goods merchandise sub-brand and a wholesale program. The company rebranded from its original Calgary Heritage Roasting Company name and operates as Canada's tree planting coffee company with environmental conservation commitments.

Differentiator

Problem solved

Functional benefit

Brands

• Flash Fuel: Organic instant coffee product line available in matchbox and bulk canister formats. Designed for outdoor/adventure use with 'brew anywhere' positioning.

Products and services

• Roasted Whole Bean Coffee Certified organic roasted whole bean coffee sold in adventure-themed varieties including Bison, Grizzly, Salmon Run, and Burnt Timber, available at multiple roast levels from medium to dark. Targeted at Canadian outdoor enthusiasts and general specialty coffee drinkers.
• Flash Fuel Organic Instant Coffee - Matchbox Canada's first organic craft instant coffee in a portable matchbox single-serving format. Brews by adding hot water and stirring, with no coffee maker required. Targeted at outdoor enthusiasts for hunting, fishing, hiking, and camping.
• Flash Fuel Organic Instant Coffee - Bulk Canisters 100g adventure-ready bulk canister of certified organic instant coffee available in medium, medium-dark, and dark roasts. Designed for longer trips and larger crews in field conditions.
• Un-roasted (Green) Coffee Un-roasted green coffee beans sold to home roasters who want to roast their own beans.
• Rugged Goods Merchandise line of rugged outdoor-themed goods and accessories offered under the Rugged Goods sub-brand.
• Coffee Subscription Service Recurring coffee subscription service that delivers coffee to customers on a regular basis, accessed via a dedicated login portal at canadianheritageroastingco.com/a/subscriptions/login.
• Wholesale Program B2B wholesale program enabling retailers and distributors to resell Canadian Heritage Roasting Company's certified organic coffee products.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Wilder InstitutecoreStrategic or Co-development Partner · 1 May 2024In May 2024, the company partnered with the Wilder Institute to support whooping crane conservation. The team planted 450 hardy willow saplings to act as natural windbreaks and privacy screens between habitats, enhancing conditions for the endangered cranes. This work aligns with the Wilder Institute's mission to improve reproductive success and establish self-sustaining populations of whooping cranes.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Fire Department Coffee: US craft coffee roaster founded by a firefighter, with strong charity and first-responder brand DNA. Directly comparable founder origin story, mission-driven positioning, and product mix (roasted + instant).
• Alpine Start Foods: US-based craft instant coffee brand explicitly built for outdoor and adventure use, with a near-identical product/positioning overlap to Flash Fuel. Most comparable peer for the Flash Fuel line on both product format and target customer.
• Verve Coffee Roasters: US craft coffee roaster with flagship cafes, DTC e-commerce, and a strong farm-to-cup sustainability narrative. Comparable on craft positioning, sustainability-led brand identity, and roastery-cafe retail expansion strategy.
• Bridgehead Coffee: Ottawa-based Canadian craft coffee roaster operating its own retail cafes alongside wholesale and DTC channels. Comparable on Canadian craft positioning, cafe-plus-roastery operating model, and specialty coffee SKU mix.
• 49th Parallel Coffee Roasters: Canadian specialty coffee roaster with a flagship cafe in Vancouver, DTC e-commerce, and wholesale distribution. Comparable on craft positioning, Canadian geography, roastery-cafe hybrid model, and multi-channel GTM.
• Kicking Horse Coffee: Canadian craft organic coffee roaster based in British Columbia, selling whole bean, ground, and instant coffees through DTC, retail, and wholesale. Closest direct competitor in the Canadian organic craft coffee space, with similar brand storytelling and SKU structure.

Broad incumbents

• Stumptown Coffee Roasters: Established US craft coffee roaster (now owned by Peet's) with DTC, wholesale, and multiple cafe locations. Comparable on craft positioning and cafe-plus-roastery model, but operates at materially larger scale and broader product breadth.
• Blue Bottle Coffee: Large US craft coffee roaster and cafe operator (now owned by Nestle) with national DTC and retail distribution. Comparable on craft positioning and cafe-driven brand experience, but at significantly larger scale and with broader product line.

Emerging players

• Steeped Coffee: US single-serve craft coffee brand with portable brewing formats and a sustainability narrative. Comparable on the portable/premium coffee positioning and DTC-led GTM, with overlapping outdoor and gifting customer segments.
• Sudden Coffee: US craft instant coffee brand targeting premium at-home consumers with single-serve instant formats. Comparable on craft instant coffee format and premium positioning, though less focused on the outdoor adventure use case.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/CalgaryHRC
• Facebookfacebook.com/CalgaryHRC
• LinkedInlinkedin.com/company/calgary-heritage-roasting-company

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Calgary Heritage