Seeking Advice. Just started with a new coal and cannot get the forge to light.

I have been looking around for local coal suppliers for a good while and stumbled along a thread that mentioned using a coal which is carried by our local Tractor Supply Co.

This is the coal. Size

I have since seen tons of positive reviews of it from blacksmiths with large and small forges. My setup right now is just a small portable forge shown here. I use a Nutone fan which outputs at about 70CFM if that's helpful.

I have gotten this forge to work with charcoal in the past as I did not have access to any form of coal but for some reason now, I cannot get it to light for anything. If anyone has experience with this type of coal, or any other advice, I'd appreciate it. I'd much rather be able to use coal over charcoal. And this stuff is very affordable.

It also comes in Pea and Rice sizes, if the size is the issue.