Paper presents the results of the experimental investigation of the local and average heat transfer process between the vertical flat surface and upward macro foam flow. Macro foam was generated by bubbling gas (air) into the liquid made from the 0.5% concentration of the washing powder (Tide Absolute) in water. Macro foam flow parameters: velocity 0.10 divided by 0.25 m/s; volumetric void fraction 0.996 divided by 0.998; bubbles size 0.005 divided by 0.015 m. Surface temperature varied from 25 to 40 degrees C; macro foam flow temperature 12.5 divided by 18.0 degrees C. Investigation showed that the heat transfer rate depends on the foam flow parameters: velocity and volumetric void fraction. It was stated that the heat transfer rate increased with the increase of the foam flow velocity and with the decrease of the volumetric void fraction. The local heat transfer rate is lower at the sides and is higher at the middle part of the surface. The maximum of the local heat transfer rate (up to 1137 W/(m(2)K)) is identified at the inlet region. Average heat transfer rate for the whole surface varied from 152 to 331 W/(m(2)K). The results of the experimental investigation were generalized using the criterion equations. (C) 2014 Elsevier Ltd. All rights reserved.