EARLY DAYS
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 Mark Pupo’s lifelong passion, each batch of Wood Fired Coffee is slow-roasted in a custom-made wood-fired roaster, fuelled by a blend of Ironbark, Yellow Box and Mahogany hardwoods. Unlike conventional gas roasting, the process uses no gas or chemical accelerants, helping to preserve the purity of the beans.
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 Pupo, who operated espresso bars across the region.
He set out to create a quality alternative to the mass-produced European coffee that dominated the Australian market. In search of a point of difference, Pupo 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 in Sydney, 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.
“Coffee has always been a part of my life,” said Pupo. “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 rushed. Good coffee takes time to make, and time to drink.
“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.”
CULTURE CLUB
A state-of-the-art facility uses a custom-built wood roaster developed in partnership with Italian specialists. This 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 is UK expansion.
“Coffee culture is firmly established here – it is an exciting market with huge potential for authentic brands. 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 who truly love coffee. And our focus is simple: to offer something genuinely different, made the right way.
“Cities like London, Manchester and Bristol have well-established specialty coffee scenes, so there’s a real understanding of craft, roasting and origin. Australian coffee culture already has a great reputation in the UK. It’s about bringing what works at home to a market that appreciates the same things.”
Pupo is seeing a big shift towards premiumisation, with consumers interested in quality, origin and how their coffee is produced. Value still matters but not at the expense of the overall experience or product quality.
“More people are also investing in better coffee at home, which has helped drive interest in specialty products and unique roasting methods,” continued Pupo.
“Sustainability is another major focus. Where products come from and how they’re made is important. At the same time, there’s a growing openness to trying something different, especially when there’s an authentic story behind the brand and real people driving it.
“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.”
TEAM EFFORT
In such a saturated market, achieving cut-through is a massive challenge – but Pupo sees the wood-fired roasting method as a genuine point of difference.
“It’s a unique, chemical-free process that results in a coffee which is smoother and naturally lower in acidity. Beyond that, our reputation has been built on consistency and delivering strong value while maintaining quality. Combined with distinctive branding and the globally recognised reputation of Australian coffee culture, we believe that gives us a strong platform to stand out.”
Currently, the Wood Fired Coffee focus is on building the right partnerships, working with cafés and specialty retailers who care deeply about quality and share the brand’s values.
“Looking ahead, we’d love to collaborate with a mix of independent operators and like-minded larger groups. For us, it’s less about scale and more about alignment – we are seeking partners who are passionate about great coffee and delivering a strong customer experience.”
Products include:
- Wood Fired Coffee Beans & Ground: A sweet, soft, honey-like flavour blended with hints of subtle caramel and nutty roasted tones. Varieties are South America Arabica, Africa Arabica and Southeast Asia Robusta.
- Wood Fired Coffee Organic: Creamy in texture, displaying robust robust toffee honey flavours underlined by buttery dark chocolate. Single origin is sourced from selected certified smallholder farms in Copan, Ocotepeque and Lempira in Honduras.
- Wood Fired Coffee Decaf: Smooth and creamy with honeyed notes of nutty dark chocolate, finishing in orange toffee sweetness with subtle lemon overtones. Sourced from carefully selected estates in the Chiapas region of Mexico.
Wood Fired Coffee is now working with UK cafés, restaurants and foodservice operators. For more info, contact
