Founded by Michael Russo, Firebean is a Canadian owned woodfired coffee roastery in Yukon Territory.
Every batch is roasted the traditional way over an open fire for a smooth sip, that's never bitter.
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.
After Michael got the kids to nap he lit the fire. the sights, sounds, smells, and taste kept him coming back for more. The fire called at him, he answered, and there was no turning his back.
Michael set up his roaster in the forest, it was a space that he couldn't get enough of, alone in the wild he practiced - until it was ready to share.
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, and how great it tasted. Beans, wood, fire, patience. Nothing hidden. Nothing automated. You had to be there, I was the fire's student.
The first batch caught fire (A special dark roast not even a mom could love) 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 and then sharing it.
For me, that thing was woodfire coffee.
Whatever it is for you, follow it.
