Decision:
Scale values using the function scale()for each group ( data_heat$y).
the code:
library(ggplot2)
library(data.table)
data_heat[, fillScaled := scale(fill_value), y]
ggplot(data_heat, aes(x, y)) +
geom_tile(aes(fill = fillScaled), colour = "black") +
scale_fill_gradient(low = "green", high = "red") +
geom_text(aes(label = fill_value)) +
theme(axis.text.x = element_text(angle = 30, hjust = 1))
Result:

Data ( data_heat):
structure(list(y = structure(c(1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L,
1L, 1L, 2L, 2L, 2L, 2L, 2L, 2L, 2L, 2L, 2L, 2L, 3L, 3L, 3L, 3L,
3L, 3L, 3L, 3L, 3L, 3L, 4L, 4L, 4L, 4L, 4L, 4L, 4L, 4L, 4L, 4L,
5L, 5L, 5L, 5L, 5L, 5L, 5L, 5L, 5L, 5L, 6L, 6L, 6L, 6L, 6L, 6L,
6L, 6L, 6L, 6L), .Label = c("a", "b", "c", "d", "e", "f"), class = "factor"),
x = structure(c(1L, 2L, 3L, 4L, 5L, 6L, 7L, 8L, 9L, 10L,
1L, 2L, 3L, 4L, 5L, 6L, 7L, 8L, 9L, 10L, 1L, 2L, 3L, 4L,
5L, 6L, 7L, 8L, 9L, 10L, 1L, 2L, 3L, 4L, 5L, 6L, 7L, 8L,
9L, 10L, 1L, 2L, 3L, 4L, 5L, 6L, 7L, 8L, 9L, 10L, 1L, 2L,
3L, 4L, 5L, 6L, 7L, 8L, 9L, 10L), .Label = c("A", "B", "C",
"D", "E", "F", "G", "H", "I", "J"), class = "factor"), fill_value = 1:60), .Names = c("y",
"x", "fill_value"), out.attrs = structure(list(dim = structure(c(6L,
10L), .Names = c("y", "x")), dimnames = structure(list(y = c("y=a",
"y=b", "y=c", "y=d", "y=e", "y=f"), x = c("x=A", "x=B", "x=C",
"x=D", "x=E", "x=F", "x=G", "x=H", "x=I", "x=J")), .Names = c("y",
"x"))), .Names = c("dim", "dimnames")), class = c("data.table",
"data.frame"), row.names = c(NA, -60L))