Australian brand Wood Fired Coffee introduces traditional wood fire roasting to the UK

Australian coffee brand Wood Fired Coffee launched in the UK this January, introducing a rare wood fire roasting method to British consumers. The company, founded by Mark Pupo on Sydney’s Northern Beaches, is known for its slow-roasted beans, which are prepared over real wood fires using a custom-built roaster fuelled by sustainably sourced hardwoods. The range is now available nationwide through the brand’s website.

Wood Fired Coffee’s arrival in the UK marks the expansion of a business that has grown from a small family-run operation into a nationally stocked brand in Australia. The company’s approach sets it apart from most commercial coffee roasters, which typically use gas or fast roasting techniques. Instead, each batch of beans is gently roasted over an open flame, resulting, according to the company, in coffee with lower acidity and a more layered flavour profile.

Founder Pupo, who describes himself as a “coffee obsessive”, traces his passion for coffee back to his childhood. “Good coffee should never be rushed,” he says. “It takes time to make and time to enjoy. When I couldn’t find the flavour, balance and quality I was looking for, I decided to create it myself”. He adds, “It’s slower and more hands-on, but the reward is incredible. You can genuinely taste the care in every batch”.

The UK range includes several blends and single origins: the Signature Wood Fired Coffee, featuring honeyed sweetness and caramel notes, an organic single origin from Honduras with toffee honey and dark chocolate flavours, and a decaffeinated option from Mexico, processed using glacial water without chemicals. Additional offerings include the Bearded Barista Beaches Blend, available in both beans and capsules, and the Palm Beach capsules that combine milk chocolate with blueberry and roasted hazelnut notes. Prices start at £13.99 for beans and ground coffee, with capsules from £4.

Sustainability is a key part of the company’s production process. By using reclaimed, responsibly sourced wood, Wood Fired Coffee aims to reduce reliance on fossil fuels and support renewable energy practices. The use of locally sourced wood also helps cut transport emissions and supports responsible forestry.

Pupo sees the UK as a natural fit for the brand’s next phase. “The UK has a deep love of great coffee,” he says. “There are so many people who truly care about what’s in their cup. That shared passion makes this feel like the right next step.”

Food Desk

For further information about Wood Fired Coffee or to order, visit the brand’s website here.