Our Story
Every great coffee has a story, and so does Fired-Up Coffee.
Founded by Deon Vermeulen in 2018, Fired-Up Coffee is proudly Namibia's first wood fire roasted coffee brand. But the journey didn't begin in a roastery—it began with an adventure that took an unexpected turn.
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What started as a spontaneous trip with friends quickly became an experience that would change everything. The journey began in Okahandja, where we climbed onto the roof of a train bound for Swakopmund. By the time we arrived, we had nearly frozen to death. We had no food, only one set of dirty clothes, and less than N$20.00 between us.
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We looked like homeless travellers wandering the streets, relying only on our determination and quick thinking. As if things couldn't get any worse, con artists swindled us out of what little we had and somehow convinced the police that we were the ones at fault.
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We spent hours trying to prove our innocence after being robbed, hungry, exhausted, and completely down on our luck.
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When the ordeal was finally over, we decided to spend our last few dollars on a cup of coffee at a small hidden café in Swakopmund.
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That single cup changed everything.
It wasn't just the rich aroma or incredible flavour—it was the feeling it created. In the middle of one of the worst days imaginable, that coffee brought warmth, comfort, hope, and a renewed sense of purpose. It lifted our spirits and reminded us that even the smallest moments can change the course of your life.
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That experience planted the seed for Fired-Up Coffee.
When Fired-Up Coffee was established in 2018, the vision was simple: to create coffee that inspires people the same way that cup inspired me.
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Coffee that brings people together, fuels conversations, sparks adventure, and reminds us that every new day offers another opportunity to keep moving forward.
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Today, every batch of Fired-Up Coffee is carefully wood fire roasted in Namibia, creating a distinctive flavour that reflects our belief that great coffee should be crafted with passion, resilience, and authenticity.
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Because sometimes, all it takes is one great cup of coffee to change your story.
From that vision, Namibian Coffee Roasters became the next chapter of the journey.
Originally founded in 2014 and located at **64 Julius K. Nyerere Street, Southern Industrial Area, Windhoek**, Namibian Coffee Roasters built a reputation for producing freshly roasted coffee, professional barista training, and supplying premium coffee equipment for both commercial and home use.
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In 2022, the company was acquired by Deon Vermeulen, bringing together the passion and innovation behind Fired-Up Coffee with an established Namibian coffee roastery. This marked the beginning of a new era—combining years of roasting expertise with a renewed commitment to quality, craftsmanship, and exceptional customer service.
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Today, Namibian Coffee Roasters is driven by a simple belief: every cup of coffee should be a memorable sensory experience. We carefully source premium-quality coffee beans from some of the world's finest coffee-growing regions and roast them with precision, consistency, and care to unlock each bean's unique character and flavour.
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Our mission is to bridge the gap between the coffee farmer and the consumer by ensuring that every roast tells a story of quality, sustainability, and craftsmanship. We believe exceptional coffee begins at origin and reaches its full potential through skilled roasting, meticulous attention to detail, and an unwavering commitment to excellence.
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Whether we're roasting beans, training the next generation of baristas, servicing coffee equipment, or helping businesses create outstanding coffee experiences, our goal remains the same: to share our passion for great coffee, one cup at a time.
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Sourced with Care — Roasted in Small Batches — Sourced with Care — Roasted in Small Batches — Sourced with Care — Roasted in Small Batches —
01. Sourcing
We partner with small-scale organic farms that prioritize soil health and ethical labor. Our journey begins with a deep respect for the land and the people who cultivate it, ensuring every bean tells a story of sustainability.
02. Roasting
Our roasting philosophy is rooted in precision and sensory focus. We use small-batch roasting techniques to highlight unique flavor profiles, allowing us to craft artisanal blends that capture the essence of each origin.
03. Quality
Every batch undergoes rigorous sensory evaluation and laboratory testing. We maintain strict quality control standards to ensure that only the finest, most consistent beans reach our customers.