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Pure Fire Charcoal
Elite Horizon’s flagship charcoal brand — trusted since 2012 by hotels, restaurants, caterers, and professional kitchens across the UAE and GCC.
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Charcoal built for hospitality consistency
Pure Fire exists to solve hospitality charcoal problems: unpredictable burn, high ash, inconsistent sizing, and unreliable supply. We focus on consistent performance and operational reliability — backed by an intense QC process and fast UAE fulfilment for procurement and kitchen teams.
Intense QC for predictable service
We understand the hospitality customer — consistency matters. Pure Fire charcoal is screened and filtered multiple times before bagging to help ensure optimal quality.
- Cleaner burns with consistent heat output
- Reduced variability in each bag / box
- Built for volume — restaurants, hotels, catering
Reliable supply & fast delivery
Procurement-friendly supply from our Dubai warehouse, with structured trade support. UAE-wide next day delivery is available when ordered before 3pm.
- UAE-wide fulfilmentwith consistent heat output
- Trade volumes in each bag / box
- Quality & replacement guarantee
Hospitality pack sizes & trade volumes
High-quality, ethically sourced charcoal and firewood for superior grilling and smoking.
Natural Lumpwood Charcoal
- Professional-grade lumpwood options including hardwood, kaya, coffee, tamarind,and mangrove charcoal — chosen for strong heat and dependable performance.
Charcoal Briquettes
- Uniform briquettes designed for steady, predictable burning — helpful for controlled cooking and repeatable service output.
Sawdust Briquettes
- Compressed briquettes built for long-lasting heat. A strong option when you need endurance and consistency across busy service windows.
Shisha Charcoal (Separate)
- We supply separate shisha charcoal for that use case.BBQ charcoal should never be used for shisha.
What Our Clients Say
Real feedback from businesses across the UAE and GCC who trust our quality and service.
Great products, great prices, amazing service
Fantastic company that really go above and beyond for their customers
This team is much more than a supplier — they’re a pillar of the local BBQ community. From the early days of sourcing quality charcoal and wood to supporting and sponsoring events that helped launch homegrown concepts, these guys have always shown up. AC SmokeYard may be a personal passion, but the support, encouragement, and fair pricing from the Elite Horizon team never goes unnoticed. Top‑quality equipment, great supplies, and genuine community support. A million thanks to the team — truly appreciated.
Excellent service and honest advice from the team at Elite. Asked me the right questions before recommending the best griller for me (i would have picked something very different). 100% happy with the outcome and recommend to all my friends and family.
If you are looking for the finest product with exceptional customer service and a good old British sense of honesty, this company will deliver it all the time. I am so thankful to have ordered the BBQ and BBQ cover from here along with logs for the camping bonfire - it has reinstated my faith in a business to deliver an honest service with incomparably good value products. The range of products were huge, the staff were very knowledgeable and advised on the best value proposition for the item I was looking, refreshing to see no upselling or push, prompt delivery, installation and advice and post-purchase support when ever I needed one. If you are looking to buy any camping and outdoor items, I highly recommend this business. One of the best experiences I have had as a customer in the UAE. Way to go Aadil and the team!
One of the best companies around, from the front line to the owner, they are a pleasure to have provide their services! And the quality of work is exceptional! Thank you so much
Excellent service, interaction and product. I called the number and the guy I spoke to (a British) was friendly and helpful. He explained the process and we fine tuned what I wanted on WhatsApp which I found a really convenient way. Great range of items - really well curated. I dislike it when I've got too much choice but this felt about the right amount of choice. My son had just arrived in town and we planned an impromptu BBQ for that evening. I honestly thought that it wouldn't be possible to get sorted in time but this company absolutely delivered same day and enabled a wonderful reunion evening for our family. When my goods were delivered (charcoal + 3 bags of fire wood) they took them all round to the back of our property and neatly stacked them for me which was a nice touch instead of just dumping them at my front door. Quality product - the charcoal is perhaps a bit bigger pieces than I'm used to but actually made set up a bit easier so all good. Thanks again, well done team! Will use again and tell my friends.
Excellent range of products and support. I ordered the Bad Axe pizza oven and it was delivered the same day. Communication and guidance during the ordering process was spot on. First test of the oven was a Pizza Party for 16 of my mates. Less than 90 seconds to cook a pizza at full heat meant we all had a great time and the pizzas were amazing. The hardwood is excellent value as well.
Live this place. Not only is it a shop filled with some of the best and coolest outdoor equipment. But the guys are legends too. They support the outdoor community, they sponsor off-roading and fishing events. And they really do their part to encourage an outdoor lifestyle and live what their brands encourage. If you’re a person who likes to support those who support you. This is where you should be buying anything outdoor/BBQ related. I’ll always be a fan. Keep up the good work, legends
I ordered a pizza oven from these guys at an extremely competitive price. Also got it delivered same day! Top quality and have already recommended to all our friends! Amazing service.
Amazing service. Great product range. Knowledgeable staff who guide you accordingly to your requirements, not trying to upsell!! Assembly/installation all done with no fuss. You’ve gained a loyal customer.
I've been using the services of Aadil and the team for years now, always top notch. This month he went above and beyond, a garden party was planned and it was still way too hot. Aadil jumped to the rescue and arranged 2 of his fantastic Pure Cool outdoor air conditioners. They were brilliant and made a huge difference, highly recommended!! Will be calling in soon for my winter firewood Aadil. Thanks again!
Hospitality pack sizes & trade volumes
High-quality, ethically sourced charcoal and firewood for superior grilling and smoking.
Standard packaging
- Lumpwood (hospitality):10kg bags
- Lumpwood (retail/home):3kg and 5kg bags
- Briquettes:4kg bags
- Sawdust briquettes:10kg boxes
Procurement-friendly supply
- Supply volumes to match demand — from single outlets to multi-site groups
- Dispatch from Dubai warehouse with UAE-wide next day (order before 3pm)
- FSC certified and responsibly sourced
- Quality & replacement guarantee
Latest insights of Pure Fire brand
Expert advice for your next outdoor adventure
Need charcoal supply for your outlets?
Shop online for immediate purchase, or contact us for hospitality procurement, recurring supply, and GCC distribution.
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FAQs
Buying guides, tips and trends across charcoal, outdoor living and hospitality supply.
Pure Fire is trusted since 2012 across UAE hospitality for consistent heat, cleaner burns, and reliable supply. Our QC includes multi-stage screening and filtering before packing, plus next-day UAE delivery (order before 3pm).
We supply natural lumpwood charcoal (hardwood, kaya, coffee, tamarind, and mangrove), eco-friendly briquettes, and sawdust briquettes — for restaurants, hotels, caterers, and professional kitchens.
Yes. Hospitality lumpwood is supplied in 10kg bags. Retail/home is available in 3kg and 5kg bags. Briquettes come in 4kg bags and sawdust briquettes in 10kg boxes. We can supply volumes to match demand.
No — BBQ charcoal should never be used for shisha. We supply separate shisha charcoal designed specifically for that purpose.
We deliver UAE-wide with next-day delivery available for orders placed before 3pm. Dispatch is from our Dubai warehouse, and we also support GCC supply requirements.
Yes — Pure Fire comes with a quality guarantee and a replacement guarantee, supported locally through Elite Horizon.