Founded by Michael Russo, Firebean is a small, family-run coffee roastery in Whitehorse, built around a way of roasting that asks more of us.
Every batch is roasted over real Yukon wood, guided by experience, attention, and a belief that better coffee is worth the extra work.
It allows flavour to build slowly, creating more body, softer edges, and a deeper, smoother finish. Not smoky and never bitter.
A deeper cup with warm roast character, smooth balance, and lasting flavour.
A time-honoured roasting method, shaped by fire, patience, and hands-on craft.
Small batch roasted and arriving at your door glowing with flavour.
High-grown Arabica from Mexico, Brazil, and Colombia, chosen through fair pricing and real farm relationships.
Two stainless steel strainers, a hot dog roasting pole, and a small open fire. The first attempt actually caught fire, but so too did Michael's passion.
Michael set up his roaster in the forest and turned his garage into a fulfilment space. It was simple, hands-on, and the first real home for Firebean.
Today, Firebean roasts in Whitehorse using Yukon birch, pine, and spruce. The equipment and reach have grown, but every batch is still guided by fire, experience, and close attention.
A note from Firebean founder, Michael Russo
Firebean started because I found something I couldn’t stop thinking about.
At the time, I didn’t have much money, a proper setup, or any real idea where it would lead. I just knew I wanted to roast coffee over fire. I loved how simple it was. Beans, wood, heat, patience. Nothing hidden. Nothing automated. You had to be there, paying attention.
The first batch caught fire. A lot of people probably would have taken that as a sign to move on. I took it as a reason to try again.
Over time, the equipment improved and Firebean grew, but the part I love most has never changed. I still get to split wood. I still get to work with fire. I still get to make something with my hands and surprise people with how good coffee roasted this way can be.
That is what Firebean means to me.
It is not just about coffee. It is about paying attention to the things that pull at you. The ideas that might seem impractical, strange, or harder than they need to be, but keep calling you back anyway.
I think the world needs more people doing the thing that gets them fired up. More people following their curiosity, trusting their instincts, and making something they care about.
For me, that thing was woodfire coffee.
Whatever it is for you, follow it.
