Australia´s award-winning Wood Fired Coffee is slow roasted over fire, the old-fashioned way, full of heart, soul and layers of flame-kissed flavour.
Wood Fired Coffee is an Australian brand of consciously crafted, traditionally wood roasted coffee that originated in the Northern Beaches of Sydney. The brand’s smooth, bold flavour profile is developed through a unique slow-roasting process over wood fire in a custom-built roaster.
This much-loved Australian coffee brand, has now arrived in the UK – bringing with it a slower, more soulful way to enjoy coffee.
Founded by coffee obsessive Mark Pupo, Wood Fired Coffee does things differently. Instead of gas or fast roasting, every batch is carefully slow-roasted over flame, using a custom-built wood roaster fuelled by sustainably sourced hardwoods, resulting in a smoother, richer cup with natural sweetness, lower acidity and layers of deep, flame-kissed flavour. This old-fashioned roasting method – once common, now incredibly rare – allows the beans to develop gently over time.
Sustainability is central to how Wood Fired Coffee is made. By roasting with reclaimed, responsibly sourced wood, the brand reduces reliance on fossil fuels and supports a more circular, renewable approach to energy use. Locally sourced wood also helps cut transport emissions while supporting responsible forestry practices.
With Australia firmly under its belt, the UK marks the next chapter for Wood Fired Coffee – a market Mark sees as a natural fit.
“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.”
It’s this dedication to craft that has seen Wood Fired Coffee grow from a small, family-run operation into a cult favourite across Australia, now stocked nationally.
Mark Pupo grew up surrounded by the aroma of freshly brewed coffee – a daily ritual that brought family together.
“Good coffee should never be rushed,” says Mark. “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.”
Rediscovering traditional wood-fired roasting changed everything. “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:
• Signature Wood Fired Coffee (beans & ground) – honeyed sweetness, caramel and bittersweet chocolate notes
• Organic single origin from Honduras – creamy, toffee honey and dark chocolate
• Mountain water decaf from Mexico – chemical-free process using glacial water
• Bearded Barista Beaches Blend (beans & capsules) – bold dark chocolate, hazelnut and black cherry
• Palm Beach capsules – milk chocolate with bright blueberry and roasted hazelnut
The TripReporter team met up with Mark at the recent Austrade event at the Australian High Commission in London, and we got a chance to try out his beloved Wood Fired Coffee beans.
We had high hopes, after all, Australia is the home of the Flat White after all and I’m pleased to report, they did not disappoint. A fine mellow flavour reflecting good quality beans, although we’re not sure the flame-fired part was significantly apparent in the taste, as a wood smoked cheddar might be. But that said, a big tick from us nevertheless, and an excellent advocate for quality Aussie coffee.
Tell me more about Wood Fired Coffee
Australian Wood Fired Coffee beans start from £13.99 (capsules from £4) and are available nationwide direct from Wood Fired Coffee
