Smoke Signals

Bellwood Coffee was founded in 2018 by brothers Joel and Charles Norman in Atlanta, Georgia, with creative direction from Tommy Keough and initial roasting led by Ben Shaum, who devoted a year long Emory University fellowship to studying the social impact of coffee buying. Joel now leads roasting at the 3,000 square foot Riverside flagship, where a self contained roaster produces small batches weekly with a lighter, flavour forward profile designed to let natural characteristics shine. The company has grown to five locations across Atlanta, including a partnership with the Little Shop of Stories bookstore in Decatur. All sourcing emphasises traceability through direct relationships with importers and producers, and the range rotates through around 10 coffees at any given time.