A.F.M AND CO UK LIMITED

What A.F.M AND CO UK LIMITED does

A.F.M AND CO UK LIMITED, trading as A.F.M Charcoal, is a UK-registered private limited company (Companies House number 11210612) incorporated in November 2018 and operating from a warehouse in Lingfield, Sussex. The company imports, processes, packages, and distributes premium hardwood lumpwood charcoal sourced from production plants in West African forests (using replaceable tree management), and sells it under two primary SKUs: a 5kg consumer barbecue-grade bag listed at £10.75 and a 12kg restaurant/commercial-grade bag at £22.50. Its underlying "technology" is essentially product specification and sourcing — the charcoal is described as hard, low-moisture, dust-free, non-sparking, quick-lighting, and long-burning, with processing, sorting and packaging performed at its Sussex warehouse.

The business monetizes through two revenue streams: direct-to-consumer e-commerce sales via its Wix-built website for smaller bags, and wholesale/pallet sales to commercial food-service buyers (restaurants, caterers) and supermarket chains reached through phone-based quoting. Distribution is exclusively UK-domestic, using its own delivery fleet offering same-day, next-day, and 3–5 day options seven days a week. Marketing is minimal, limited to organic social (Facebook, Twitter placeholder links), on-site content, and an email newsletter signup. The company has no disclosed headcount, no management team on record, no institutional funding, no patents, no certifications, and no partnerships or named customers. The narrative leans on founder expertise of "30+ years" in West African charcoal as the principal differentiator.

Name

A.F.M AND CO UK LIMITED

Legal name

A.F.M AND CO UK LIMITED

Website

https://afmcharcoal.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Short description

A.F.M AND CO UK LIMITED (A.F.M Charcoal) is a Sussex-based importer and distributor of premium West African hardwood lumpwood charcoal, selling 5kg consumer and 12kg restaurant-grade bags directly to UK consumers, restaurants, caterers, and supermarket chains via its e-commerce site and phone-based bulk orders.

Ownership category

akta.pro rank

Product category

Lumpwood Charcoal

akta.pro primary industry

Solid Biomass Fuel Wholesale & Retail Distribution (Bulk, Bagged, Residential Heating) (EUAAAJAJ)

akta.pro secondary industry

Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD)

Keywords

• Lumpwood charcoal
• Barbecue fuel
• Restaurant charcoal
• Hardwood charcoal
• Catering supplies

Headquarters

HQ city

Lingfield

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Retail Charcoal Sales: Direct sales of premium hardwood lumpwood charcoal to individual consumers through e-commerce website. Products sold in 5kg bags for home barbecues with pricing at £10.75 per unit.
2. Wholesale/Commercial Charcoal Sales: Sales of restaurant-grade charcoal in 12kg and 20kg quantities to commercial establishments (restaurants, catering companies) at £22.50 for 12kg. Bulk and pallet orders handled via personalized quotes through direct phone contact.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

A.F.M AND CO UK LIMITED (trading as A.F.M Charcoal) imports and distributes West African lumpwood charcoal in the United Kingdom. The company sells two primary SKUs: a 5kg barbecue charcoal pack aimed at household consumers and a 12kg restaurant-grade charcoal pack aimed at commercial hospitality buyers, with bulk/wholesale ordering available for large-volume customers.

Product overview

A.F.M Charcoal is a UK-based importer and distributor of premium quality lumpwood charcoal sourced from West Africa. The company offers two main product lines: a 5kg consumer barbecue charcoal packaged in durable all-weather bags, and a 12kg restaurant-grade charcoal for commercial use. Both products are ethically manufactured from replaceable tree management in West African forests, processed to be non-sparking, quick-lighting, consistent-burning, and long-lasting with minimal ash production. Products are distributed from the company's Sussex warehouse with personal delivery services available seven days a week.

Differentiator

Problem solved

Functional benefit

Products and services

• 5kg Barbecue Lumpwood Charcoal

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Traeger Grills: Wood-pellet grill and BBQ fuel brand expanding into hardwood fuels and accessories. Comparable as an adjacent premium solid-fuel brand in the outdoor cooking ecosystem, competing for the same high-spend BBQ consumer wallet.
• Big Green Egg: Premium ceramic kamado grill and charcoal brand with UK presence. Comparable as a premium-positioned charcoal-using outdoor cooking company that bundles equipment with lumpwood and accessories, addressing the same enthusiast consumer.
• Kingsford: Mass-market US charcoal brand owned by The Clorox Company. Comparable as the dominant scale player in the charcoal category, operating a wholesale-plus-retail model for briquette and lump products targeting both home grillers and food service.
• Brakes Group (Sysco UK): One of the UK's largest foodservice wholesalers, distributing charcoal and cooking fuels alongside broadline catering supplies. Comparable as a large-scale wholesale channel that competes for the same commercial food-service accounts A.F.M targets.
• Weber: Global BBQ grill and accessory leader that also sells branded charcoal, including lumpwood variants. Comparable because it serves the same end-consumer BBQ use case and offers both home-use and commercial/HoReCa-relevant products, though charcoal is a secondary line to its core grill franchise.

Emerging players

• CocoNara: Premium coconut shell charcoal brand with a direct-to-consumer model. Comparable as an emerging premium-claim charcoal supplier targeting enthusiast BBQ consumers, often overlapping in retail channels with hardwood lumpwood brands like A.F.M.

Direct peers

• BBQ Lumberjack: Lumpwood hardwood charcoal and smoking wood brand retailing through online and wholesale channels in the UK and Europe. Comparable as a direct competitor in lumpwood charcoal, sharing the same product category, channels, and target customers.
• Royal Oak Charcoal: Direct competitor producing and distributing lumpwood charcoal for grilling and smoking. Comparable as a direct competitor in the lumpwood charcoal category, with similar emphasis on hardwood sourcing and chef/premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/wix
• Facebookfacebook.com/wix

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about A.F.M AND CO UK LIMITED