Heartland Coffee Roasters is a pioneer of the North Wales speciality coffee scene, having moved to Llandudno in 2012. The roastery has its own Meet the Roaster feature, while today’s Coffee Spot focuses on the coffee bar within the roastery. I say “coffee bar” and not “coffee shop” because while there are many roastery/coffee shops, there are few coffee bars like the one in Heartland Coffee.
The idea is not to replicate the coffee shop experience, where Heartland would be in competition with its wholesale customers, such as Providero. Instead, the coffee bar provides a more interactive setting, one which can showcase the full range of Heartland’s output while allowing the customers to discover more about the coffee. In this respect, it reminded me of the Single O Tasting Bar in Tokyo, or the coffee bar at Fuglen Coffee Roasters, which has now sadly closed. Another example which springs to mind is 111 Roasting Works’ Tasting Room in Flagstaff, also sadly closed.
That said, you can always just pop in for a cup of coffee (or some tea) if you want, without having the full interactive experience, sitting at the counter, or upstairs in the mezzanine area overlooking the roastery.
When it comes to the story of speciality coffee in North Wales, you have to start with Heartland Coffee Roasters. I first came across Heartland four years ago at Providero in Llandudno Junction, but I was somewhat late to the game, with the company’s roots going back to the year 2000 when founders Mal (Australia) & Tara (New Zealand) arrived in London from New Zealand. Initially roasting coffee in their kitchen, they set up in business in 2005 and then, in 2012, moved to Llandudno, when Heartland was born.
These days Heartland is a regional powerhouse, with a pair of Coffee-tech roasters turning out the crowd-pleasing Landmark espresso blend and its decaf counterpart, along with Samba, a regional blend from Brazil, and a cast of seasonal single-origins (seven at the time of writing). These are supplied to coffee shops across North Wales (and beyond), as well as being available on-line and for pick-up at the roastery, where Heartland has a coffee bar (which features in its own Coffee Spot).
However, as much as Heartland is about coffee, it’s also about relationships: relationships with coffee famers, with coffee shops and with coffee drinkers, all with the aim of raising expectations.