The key to building a sustainable brand.

Exports of processed coffee products are experiencing strong growth, and this is considered an irreversible trend in coffee exports.

Businesses are increasing exports of processed products.

In mid-December, the Vietnam Coffee Corporation announced the export of its first batch of processed coffee products under the Vietnam Coffee brand to China. This shipment includes processed coffee products under the Vietnam Coffee brand – the flagship brand of the Vietnam Coffee Corporation (Vinacafe) – made from carefully selected, clean coffee beans from the Central Highlands, a renowned coffee growing region in Vietnam.

The export of processed coffee products under the Vietnam Coffee brand not only increases economic value but also affirms the transformation of the Vietnam Coffee Corporation (Vinacafe). This is also the result of Vinacafe's efforts to invest in processing technology and strict quality control.

Investing in deep processing is a solution to enhance the competitiveness of Vietnamese coffee (Photo: Hoang Gia)

Earlier, in early December 2024, EDE Farm Trading and Service Company Limited held a product launch ceremony and commenced the export of one 20-foot container containing 18,000 packages of finished roasted and ground coffee under the MISS EDE brand to the US market.

MISS EDE is a coffee brand of EDE Farm Trading and Service Co., Ltd. This 20-foot container contains 18,000 packages of finished roasted and ground coffee under the MISS EDE brand, destined for the US market. This is a complete coffee product, packaged in Vietnam, not raw coffee or processed with labels.

These products are all coffees processed using a high-quality fermentation process, with a production line certified by the US FDA, originating from sustainable, non-invasive farming areas certified by EUDR and managed by Simexco Dak Lak - a strategic partner and export agent of MISS EDE.

According to data from the Vietnam Coffee and Cocoa Association (VICOFA), Vietnam's processed coffee exports in the 2022-2023 crop year reached 89,941 tons, with a value of US$511 million. This volume accounted for 5.4% of total exports (not converted to green coffee beans) but accounted for 12.5% ​​of the value. The average export price in this crop year was US$5,676 per ton.

In the 2023-2024 crop year, export volume increased sharply by 42%, reaching 127,543 tons, accounting for 8.8% of total exports, while contributing nearly 18% in value, thanks to an average export price increase to 7,616 USD/ton.

In November 2024 alone, businesses exported 10,004 tons of processed coffee, generating over $100 million in revenue. Although the volume only accounted for 16.5% of total production, the export value reached 26.8% thanks to an export price of $10,025 per ton, the highest ever.

The trend is irreversible.

Speaking with a reporter from the Industry and Trade Newspaper, Mr. Luong Van Tu, former Chairman of the Vietnam Coffee and Cocoa Association, said that currently, the global trend is that the younger generation prefers coffee to tea. Even in Vietnam, the number of coffee shops has never grown so rapidly; almost every place has one. Young people worldwide prefer coffee to tea, and consumption demand increases significantly each year.

Typically, the International Coffee Organization (ICO) forecasts an annual increase in consumption demand, usually between 2-4%. Meanwhile, weather fluctuations and climate change are altering the coffee growing environment. For example, warmer weather means that areas previously suitable for coffee cultivation are no longer suitable. Vietnam differs from other countries in that it has other, more profitable crops. Therefore, in the Central Highlands, farmers are shifting to growing other crops such as lotus, pepper, avocado, and durian. This means that while the planted area remains unchanged, the planting density has decreased, leading to a reduction in coffee production in Vietnam of over 10%.

“However, for sustainable development of the coffee industry, we cannot rely solely on the raw material source. Businesses must closely link with farmers to ensure the quantity and quality of the raw material. In addition, we need to increase investment in processing and exporting processed coffee products such as roasted and ground coffee, instant coffee, etc., with higher value,” Mr. Luong Van Tu shared.

Mr. Do Ha Nam, Vice President of the Vietnam Coffee and Cocoa Association, further shared that deep processing and linking products with corporate brands are essential for Vietnamese coffee to truly gain recognition in the international market. Previously, Vietnam mainly exported raw coffee beans, so foreign consumers, even though they enjoyed Vietnamese coffee, were unaware of the product's origin.

From the business perspective, Mr. Hoang Danh Huu - the founder and CEO of MISS EDE - stated that in its five years of establishment, MISS EDE has continuously organized promotional activities both domestically and internationally. With the support of the Dak Lak Provincial Department of Industry and Trade and the Buon Ma Thuot City People's Committee, MISS EDE has participated in national and international trade promotion programs. This has enabled MISS EDE to reach overseas buyers and penetrate markets in Thailand, South Korea, and the United States.

The export ceremony of the first container of roasted and ground coffee products from the MISS EDE brand to the US market marks a significant milestone for the company, a small contribution to the coffee and agricultural product industry of Dak Lak province in particular, and the whole country in general. To convince US partners to import these processed products, MISS EDE had to meet all food safety and hygiene standards. In addition, the company is a pioneer in sourcing and importing coffee products from farming areas that meet all sustainable development standards. Investing in processing is the solution that MISS EDE is steadfastly pursuing to position the Vietnamese coffee brand in the market.

Source: https://congthuong.vn/xuat-khau-ca-phe-che-bien-sau-chia-khoa-xay-dung-ben-vung-thuong-hieu-364549.html