• Australia’s award-winning, family-run, slow roasted coffee brand is expanding into the UK market, now available to cafés and foodservice operators
• Wood Fired Coffee is slow roasted over fire, the old-fashioned way, full of heart, soul and layers of flame-kissed flavour.
A family-owned Australian coffee brand renowned for its traditional wood-roasting technique and smooth, bold flavour is entering the UK market, offering a unique point of difference for foodservice partners.Driven by founder Mark Pupo’s lifelong passion for coffee and devotion to sourcing and serving the perfect cup, Wood Fired Coffee returns to time-honoured roasting techniques, resulting in a carefully crafted coffee that stands out for both flavour and authenticity.
Each batch of Wood Fire Coffee is slow-roasted in a custom-made wood-fired roaster, fuelled by a carefully selected blend of Ironbark, Yellow Box, and Mahogany hardwoods. Unlike conventional gas roasting, the wood-fired process uses no gas or chemical accelerants, helping to preserve the purity of the beans. The brand’s coffees are carefully crafted over fire resulting in a coffee that is delicate smooth, and flavourful. The slow roasting method enhances the beans’ natural sweetness, resulting in a rich, full-bodied brew with lower acidity and bold flavours without the bitterness.
It’s this focus on traditional craftsmanship that has seen Wood Fired Coffee grow from a small cult following into a nationally recognised brand in Australia.
Wood Fired Coffee is one of few coffee brands globally to have successfully scaled traditional techniques while maintaining quality, consistency and an accessible price point for hospitality businesses.
The following products are now available to UK retailers/foodservice operators:
Wood Fired Coffee Beans
Wood Fired Coffee displays a sweet, soft, honey-like flavour blended with hints of subtle caramel and nutty roasted tones. Medium to full body richness, it has memorable finishing flavours of bittersweet chocolate and a touch of malt.
South America Arabia Beans: Cocoa, butter, nutty chocolate flavours
Africa Arabica Beans: Tea, lemon & subtle fruit flavours
Southeast Asia Robusta Beans: Smooth, silky with chocolate flavours
Wood Fired Coffee Ground
Wood Fired Coffee displays a sweet, soft, honey-like flavour blended with hints of subtle caramel and nutty roasted tones. Medium to full body richness, it has memorable finishing flavours of bittersweet chocolate and a touch of malt.
South America Arabia Beans: Cocoa, butter, nutty chocolate flavours
Africa Arabica Beans: Tea, lemon & subtle fruit flavours
Southeast Asia Robusta Beans: Smooth, silky with chocolate flavours
Wood Fired Coffee Organic
Wood Fired Coffee Organic is creamy in texture and displays robust toffee honey flavours underlined by buttery dark chocolate. The finish is soft and floral delicate blend of ripe pear and freshly roasted peanut.
Single origin: Wood Fired Coffee Organic is sourced from selected certified small holder farms in the world-renowned regions of Copan, Ocotepeque and Lempira in Honduras.
Wood Fired Coffee Decaf
Wood Fired Coffee Decaf is smooth and creamy with a round and lasting full body. It displays pleasant, honeyed notes of nutty dark chocolate finishing in orange toffee sweetness with subtle lemon overtones.
Wood Fired Coffee Decaf is sourced from carefully selected estates in the Chiapas region of Mexico.
Australian Growth Story
Founded in the early 2000s on Sydney’s Northern Beaches and North Shore, Wood Fired Coffee began as a small, family-run business led by founder and Managing Director Mark Pupo, who operated espresso bars across the region.
A lifelong coffee enthusiast, Mark set out to create a quality alternative to the mass-produced European coffee that dominated the Australian market at the time. In search of a point of difference, he rediscovered the age-old tradition of wood-fired coffee roasting and adapted it to create his own blend.
The brand quickly built a loyal following among Sydney’s coffee drinkers, leading to expansion into premium grocery and speciality retail. A national listing with Woolworths took Wood Fired Coffee nationwide and allowed it to compete alongside household names. It was recently listed as a finalist in the Woolworths Trade Partner of the Year Awards – Small Grocery (2025).
“Coffee has always been a part of my life’, says Mark. “From an early age I was captivated. I can clearly remember how that unforgettable aroma would make its way through my childhood home, summoning my loved ones to take part in their daily morning ritual. For me, it’s something to be savoured and never, ever rushed. Good coffee takes time to make, and time to drink.
“When I started out, I just wanted to make great coffee Mark continues. “I have Italian heritage, so I suppose it’s in my DNA, but there was nothing on the market with the flavour, balance and quality I was looking for, so I created it myself.”
“When I discovered the traditional wood-fired roasting method, it changed everything, it’s a more time-consuming process but the reward is incredible. You can genuinely taste the care and attention that goes into every batch.”
UK Expansion Plans
Having evolved from its early days operating espresso bars on Sydney’s Northern Beaches, the brand now roasts at a state-of-the-art facility using a custom-built wood roaster developed in partnership with Italian specialists. This approach enables Wood Fired Coffee to honour traditional roasting methods while delivering the quality and consistency required to operate at scale.
With its place in the Australian market firmly established, the next step for Wood Fired Coffee is to expand into the UK market, one which owner/founder Mark sees the UK as a natural next step, reflecting a shared cultural affinity with Australia that includes an appreciation for high quality coffee.
Mark summarises: “Coffee culture is firmly established here in the UK, it is an exciting and continually growing market with huge potential for authentic brands with real stand out, just like Wood Fired Coffee.
“Our growth since launch has been both humbling and at times, hard to believe, but I think there are just a lot of people like me, people who truly love coffee. From the beginning, that shared passion is what has helped the brand grow from a local into a national one. And I believe the UK is the same as Australia in that respect, it’s a natural next step for us.
“Despite all of our success, we remain family-run and absolutely committed to our values. That will never change. As we enter the UK market, our focus is simple: to offer something genuinely different, made the right way.”
Sustainability in Practice
Sustainability underpins Wood Fired Coffee’s production approach. Roasting with sustainably sourced reclaimed wood reduces reliance on fossil fuels and supports a more circular use of resources.
Unlike natural gas, wood is a renewable energy source when responsibly managed, with carbon released during combustion broadly offset by carbon absorbed during regrowth. Using locally sourced reclaimed wood also reduces fuel transportation emissions and supports responsible forestry practices.
Find out more about Sustainability at Wood Fired Coffee here:
https://woodfiredcoffee.co.uk/pages/sustainability
Foodservice version Wood Fired Coffee is now working with UK cafés, restaurants and foodservice operators seeking a distinctive, high-quality coffee with strong provenance and sustainability credentials. For more information, please contact [email protected].
