This Santa Fe roaster and café has introduced a bit of controversy in town with their founding in May 2013. As the second local roaster in town, they've taken a much more faddish approach to roasting: lighter roasts, more direct relationships with growers, and an ethos dangerously bordering on hipster - if only New Mexico knew what a hipster was. Locals used to "traditional" darker roasts are up in arms over the flavor profile and the prices.
Iconik is trying to upset the apple cart - it's in their name. Though they do employ a very rare, 1927 vintage Otto Swadlo Roaster that was found in an Oregon warehouse.