Toninni Caffè brand owner and his journey to contribute to raising the level of Vietnamese coffee

Businessman Nguyen Kim Son, Chairman of the Board of Directors of James Boat Technology Joint Stock Company, is also a person with a burning love for coffee.

As a son far from home with many years of working in a faraway land, businessman Nguyen Kim Son has experienced many ups and downs in a foreign land.

Businessman Nguyen Kim Son - a man with a burning love for coffee - founder of Toninni Caffè. Photo: NVCC

In 1997, Mr. Nguyen Kim Son, representative of Sigma Engineering Company (Czech Republic), had a business trip to 10 provinces and cities of Vietnam.

That trip - in the context of Vietnam's opening up - left him with deep memories and an unending torment. After so many years away from his homeland, he always wondered: How to bring Vietnamese agricultural products abroad?

After many years of research, he has created his brainchild called Toninni Caffè. As an endless coffee enthusiast, he has researched and launched many diverse and rich coffee models to the market, very suitable for consumers to have many choices.

Mr. Nguyen Kim Son and Chairman of Trabattoni Company Metteo Nigra next to a coffee roaster using traditional wood roasting technology. Photo: NVCC

It is not only a coffee product according to Italian standards but also a combination of the quintessence of European technology and Vietnamese materials. Currently, Toninni Caffè not only reaches out to countries and territories in Asia (Japan, Korea, Taiwan (China)), Europe (Czech Republic, Germany, Netherlands ...), but is also strongly developing in the Italian and UK markets.

In Vietnam, in addition to the nationwide franchise distribution system, Toninni Caffè is the diplomatic choice of many agencies and units.

The man who tells the story of his country through flavor

The special feature that makes Toninni Caffè different is the traditional Italian wood-roasting technology, electronically programmed by Trabattoni - a famous brand with a history dating back to 1910 in Lecco (Italy). This is the technology that Mr. Son brought back after many years of research and international cooperation.

Mr. Nguyen Kim Son and Korean partners. Photo: NVCC

In Toninni’s factory, wood-fired roasters operate steadily, the aroma of coffee creating a very “real” aroma. But hidden behind that manual appearance is a sophisticated automated programming system, where each roasting batch is precisely controlled in terms of temperature, humidity and time.

“Coffee must be respected as a work of art. Only by preserving the true soul of the coffee bean can we tell the story of our country through flavor,” said Mr. Son.

Toninni Caffè is loved by Korean partners. Photo: NVCC

Toninni Caffè is produced according to Italian coffee quality standards, but uses 100% Vietnamese green coffee beans. Each coffee bean is selected from the Central Highlands - where the climate and soil create a unique flavor, then processed through a strict process to achieve purity and balance.

Aspiration to bring Vietnamese coffee beans far and wide

With twenty years of experience in the profession, Mr. Son not only wants to make delicious coffee, but also wants to build a sustainable value system for Vietnamese farmers. Toninni Caffè cooperates directly with coffee growers, guides clean farming processes, buys at higher prices than the market, and ensures fair benefits.

Mr. Nguyen Kim Son shared: “We do not just sell coffee, we tell the story of Vietnamese pride and dignity through each cup of coffee.”

Mr. Nguyen Kim Son and Lieutenant Colonel Martin Koupal, Defense Attaché of the Embassy of the Czech Republic. Photo: NVCC

Looking back on his journey of more than a quarter of a decade, Mr. Nguyen Kim Son could not hide his pride, but still maintained the calm demeanor of a long-time practitioner. He said: “Coffee is what taught me patience. To roast a perfect batch of coffee, you have to know how to wait. Building a brand is the same - it takes enough love and enough time.”

From a business trip in 1997 to the decision to return, and then the long journey of Toninni Caffè today, everything has come full circle - where Vietnamese coffee beans are elevated with Italian style, but still retain the Vietnamese soul. And for Mr. Nguyen Kim Son, it is not only the success of a brand, but also the way he repays his homeland with his own faith and hands.

Source: https://vietnamnet.vn/chu-thuong-hieu-toninni-caffe-va-hanh-trinh-gop-phan-nang-tam-ca-phe-viet-2451977.html