Building the Ede Café brand
The image of Y Pot Nie (born in 1988), a young Ede man from Kla village, Ea Na commune, speaking fluent English and enthusiastically recounting his journey in building the Ede Café brand to foreign ambassadors and experts at national competitions and forums, has created a special appeal. Even more surprising is that Y Pot Nie learned all of this English on his own through YouTube.
Y Pot is the fifth son in a family of eight siblings. Due to difficult family circumstances, his siblings all dropped out of school early, but he persevered, studying and working part-time, and eventually achieved his dream of becoming a doctor. Yet, Y Pot decided to embark on a new entrepreneurial journey with coffee, driven by a desire to enhance the value of his village's coffee and bring the pure, natural coffee roasted by his grandmother over a traditional Ede wood fire to a wider audience.
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| Mr. Y Pot Nie is determined to replant the coffee growing area of his family and fellow villagers in Kla hamlet, Ea Na commune. |
To gain more knowledge about culture and cuisine , and to understand customers' coffee preferences, in 2019, Y Pot spent a year traveling throughout the provinces and cities of all three regions of Vietnam: North, Central, and South. In 2020, he established Ede Cafe Co., Ltd., which was later changed to Ede Cafe Joint Stock Company in 2023.
Y Pot recounts that to achieve the widespread recognition that Ede Café enjoys today, he went through many hardships while searching for the secret to roasting coffee with smoke. After more than 20 failures, Y Pot finally created a coffee product with a delicate aroma, slightly sour and bitter on the outside, but with a sweet aftertaste and a very distinctive smoky fragrance. Ede Café's products have been recognized as typical rural industrial products at the provincial and national levels since 2020 and are 4-star OCOP products.
"I am determined to expand the raw material area, replant the coffee plantations of the villagers with high-quality varieties, and especially to cooperate with professional seed producers to revive the traditional Ede people's 'striped' coffee variety. All of this aims to increase the value of coffee in the village and help the villagers prosper on their homeland." Chairman of the Board and General Director of Ede Cafe Joint Stock Company Y Pot Nie |
From his humble beginnings roasting coffee in a pan, Mr. Y Pot has now invested in a coffee processing factory equipped with state-of-the-art machinery such as roasters, color sorters, and packaging equipment worth billions of dong. The coffee beans are sorted by machine, then manually picked by workers to meet the demands of even the most discerning customers.
From its initial two products, Ê Đê Café now offers 14 product lines in two forms: ground coffee and instant coffee. Ground coffee mainly consists of Robusta and Arabica varieties, as well as Mix 2 and Mix 3 coffees. Instant coffee includes 3-in-1 instant coffee, durian instant coffee, and taro instant coffee. These are Ê Đê Café's unique coffee products that are currently "hot" and popular in the market.
We dedicate all our efforts to increasing the value of coffee.
At 37 years old, Y Pot Nie has dedicated his mind, energy, and youthful years to the aspiration of increasing the value of coffee beans, helping villagers sell their coffee at higher prices and improving their lives through the very product they are involved with. To realize this goal, he tirelessly campaigned and persuaded villagers to cooperate with his company. Thanks to this, Y Pot has gradually built a large raw material area with over 300 hectares of coffee belonging to 300 households in Kla village, yielding an average of 500-1,200 tons of coffee beans annually.
To ensure the quality of coffee beans meets export requirements, Y Pot signed product purchase contracts, directly shared his experience in planting and caring for coffee, and provided fertilizers and pesticides to affiliated households on an interest-free deferred payment basis. At the same time, he bought coffee at a price 5,000-10,000 VND/kg higher than the market price.
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| Mr. Y Pot Nie (second from the left) shares about the production process of Ede Café products. |
Having a high-quality coffee product, Y Pot sought ways to bring Ede Coffee to consumers. Knowing which provinces and cities were organizing trade fairs, exhibitions, and displays, Y Pot proactively approached them, offering to invest his own funds to participate and promote his product. As a young person, Y Pot also cleverly utilized the advantages of platforms like TikTok, Facebook, Zalo, and livestreaming to introduce and sell his product.
The image of the dynamic, confident, and enthusiastic Ede young man with a new entrepreneurial mindset has made a positive impression on customers. Besides supplying the domestic market, Ede Coffee products are also exported to countries such as the USA, Germany, Canada, and Thailand, adding value to the coffee produced by the people of Kla village.
Word of his success spread far and wide. Y Pot was chosen to represent exemplary farmers from Dak Lak province at the 8th National Congress of the Vietnam Farmers' Association , term 2023-2028; attended the Prime Minister's Conference on Dialogue with Vietnamese Farmers in 2023; was invited to participate in the Shark Tank Vietnam program and successfully raised 5 billion VND.
Most recently, in mid-December 2025, Ê Đê Café was also awarded the Certificate for the most meaningful solution for disadvantaged communities at the "Innovative Solutions for Climate Change Adaptation in the Coffee Industry" competition organized by the Australian National Research Agency (CSIRO) and Tay Nguyen University.
Nguyen Xuan
Source: https://baodaklak.vn/kinh-te/202602/chang-trai-ede-dua-ca-phe-buon-lang-vuon-xa-9e05135/
