Canadian Heritage Roasting Co. is a Calgary-based handmade coffee company founded on adventure, conservation, and a profound appreciation for Canada’s wilderness areas. Founded by Jamie Parker and Mike Wenzlawe, veteran wildland firefighters, the firm combines premium organic coffee with tough outdoor storytelling and a mission-driven dedication to environmental sustainability. What started as coffee roasted in a cast-iron pan on the fireline has evolved into a national Canadian coffee brand known for robust, smooth, easy-drinking roasts and a compelling promise: for every bag of coffee sold, Canadian Heritage Roasting Co. will plant one tree on Canadian land.
Founded by Wildland Firefighters
Jamie Parker and Mike Wenzlawe, two former Alberta wildland firefighters, launched Canadian Heritage Roasting Co. in 2015 as a business out of their fireline coffee habit. Their early inspiration came from nature, where a simple cup of coffee after a hard day in the bush held special significance. The company’s official narrative begins on a hiking trip in the rolling hills of Alberta, when a cup of percolated coffee inspired the concept for a brand that would blend fresh-roasted coffee with a desire to travel. The founders’ experiences as wildland firefighters helped establish the company’s values, which include resilience, stewardship, teamwork, and respect for the land.
Originally known as Calgary Heritage Roasting Co., Parker and Wenzlawe started roasting in a garage with small countertop roasters, selling bags online and at winter markets. As demand increased, they upgraded equipment, relocated to a commercial kitchen, and eventually entered into retail and grocery relationships.
From Calgary Roots to a National Brand
The company’s transition from Calgary Heritage Roasting Co. to Canadian Heritage Roasting Co. allowed the brand to attract clients outside Alberta. According to Canadian Grocer, the redesign took place in 2018 as the owners embraced a larger vintage Canadiana identity, allowing the company to connect with merchants and customers across Canada. Since then, Canadian Heritage Roasting Co. has expanded from direct-to-consumer sales to supermarket, retail, e-commerce, wholesale, and café operations. Early retail expansion included Community Natural Foods, Calgary Co-op, Sobeys outlets in Alberta, and Choices Market in British Columbia.
Today, the company’s flagship roastery and coffee shop are located at 2020 11 Street SE in Calgary, inside the historic C.C. Snowdon building. The location blends historic architecture with a cozy coffee shop atmosphere and serves as an event space for private gatherings and activations.
Coffee Built for the Outdoors
Canadian Heritage Roasting Co. promotes its coffee as robust but not harsh, smooth, organic, and simple to drink. Its roasts are intended for those who enjoy the outdoors, whether they are hiking, camping, hunting, fishing, travelling, or simply starting the day with a strong cup at home. The company offers organic whole-bean coffee, Flash Fuel organic instant coffee, and outdoor-ready coffee options. Signature blends are named after Canadian fauna and landscapes, such as Bison, Grizzly, Salmon Run, and Burnt Timber.
One of the company’s most notable products is Flash Fuel, an organic instant coffee created for convenience without sacrificing flavour. The firm markets Flash Fuel as an adventure-ready coffee that can be prepared anywhere with hot water, making it ideal for camping vacations, remote workdays, early mornings, and outdoor activities.
A Brand Rooted in Conservation
Canadian Heritage Roasting Co. is deeply committed to environmental responsibility. The company calls itself “Canada’s tree planting coffee company” and operates on a “Buy A Bag = Plant A Tree” concept. For every coffee bag purchased, the firm plants one tree in Canada. This conservation goal is not a side project; it is integral to the company’s identity. The brand’s coffee encourages people to explore, protect, and appreciate Canada’s natural environments. Its packaging also features Canadian wildlife, allowing each bag to tell a story about the ecosystems the firm wishes to honour and preserve.
The company is also affiliated with the 2% for Conservation certification and has supported habitat-focused programs. In 2024, Canadian Heritage Roasting Co. collaborated with the Wilder Institute to help save whooping cranes by planting 450 resilient willow trees to increase habitat.
Honouring Canadian Identity Through Design
Canadian Heritage Roasting Co.’s brand identity is centred on Canadian wildlife, outdoor culture, and heritage-inspired design. Its packaging features original wildlife artwork that depicts local ecosystems, giving each product a visual connection to the landscapes and creatures that define the brand. This method enhances the company’s shelf presence while promoting its objective. Rather than viewing packaging as merely a container, Canadian Heritage Roasting Co. employs it as a storytelling tool, connecting coffee drinkers to conservation, adventure, and national identity.
The company’s unique blend of traditional and modern coffee culture is one of its distinguishing features. Its origins lie in fireline coffee and wilderness experiences, but its evolution reflects modern entrepreneurship: e-commerce, retail expansion, branded collaborations, instant-coffee innovation, and values-driven marketing.
Collaboration, Public Engagements and Promotions
The company collaborated recently with the University of Calgary in 2026. To commemorate the university’s 60th anniversary, UCalgary collaborated with Canadian Heritage Roasting Co. to produce a special UC60 edition of Flash Fuel. The limited-edition product includes revised box art inspired by the anniversary’s classic stripes and colours.
The cooperation also showcases co-founder Jamie Parker’s affiliation with the University of Calgary. Parker is a UCalgary alumnus and president of Canadian Heritage Roasting Co., which was recognized as part of the university’s Alumni Built Business program. The company continues to market its flagship Calgary roastery and coffee shop, organic whole-bean coffees, Flash Fuel instant coffee, and its tree-planting goal via its official website and public platforms. Its current product focus includes adventure-ready coffee for outdoor lifestyles, such as bulk canisters, instant alternatives, and trademark organic roasts.
A Canadian Small Business With Purpose
Canadian Heritage Roasting Co. exemplifies the strength of purpose-driven Canadian entrepreneurship. Jamie Parker and Mike Wenzlawe founded the company on their shared experience on the fireline. They transformed it into a brand that appeals to coffee consumers, outdoor enthusiasts, conservationists, and proud Canadians. Its growth story exemplifies determination, adaptability, and a strong sense of identity.
Canadian Heritage Roasting Co. has grown beyond a coffee company, with a flagship Calgary café, a national e-commerce presence, and academic collaborations. It has established a brand based on heritage, wilderness, and giving back. Each roast embodies the essence of artistry. Every bag contributes to reforestation. Every cup encourages Canadians to reconnect with the outdoors.
Whether you are a coffee enthusiast, an outdoor adventurer, a retailer, a corporate buyer, or a proud supporter of Canadian-made businesses, Canadian Heritage Roasting Co. offers robust organic roasts with a mission that goes beyond the cup. Canadian Heritage Roasting Co. offers delicious roasts while also supporting Canadian tree planting. Click here to know more: https://canadianheritageroastingco.com/
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