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, also has a burning passion for coffee.

As someone who left his homeland and spent many years building his career in a foreign country, businessman Nguyen Kim Son has experienced many ups and downs in his life abroad.

Businessman Nguyen Kim Son - a man with a burning passion for coffee - is the founder of Toninni Caffè. (Photo courtesy of the interviewee)

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

That trip – amidst Vietnam's transformation and opening up – left a deep impression on him and a persistent sense of unease. After so many years away from his homeland, he was always troubled: How can we get Vietnamese agricultural products to the international market?

After years of research, he created his brainchild, Toninni Caffè. As someone with an endless passion for coffee, he researched and brought to market a wide variety of coffee blends, offering consumers many choices.

Mr. Nguyen Kim Son and Trabattoni Company President Metteo Nigra stand beside a coffee roasting machine using traditional wood-fired roasting technology. (Photo courtesy of the interviewee)

It's not just a coffee product made to Italian standards, but also a combination of the finest European technology and Vietnamese ingredients. Currently, Toninni Caffè has expanded its reach not only to countries and territories in Asia (Japan, South Korea, Taiwan (China)), and Europe (Czech Republic, Germany, Netherlands…), but is also strongly developing in the Italian and UK markets.

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

A storyteller who tells the story of his country through flavor.

What sets Toninni Caffè apart is its traditional Italian wood-fired roasting technology, electronically programmed by Trabattoni – a renowned brand with a history dating back to 1910 in Lecco, Italy. This technology was brought back by Mr. Son after many years of research and international collaboration.

Mr. Nguyen Kim Son with his South Korean partners. Photo courtesy of the interviewee.

In Toninni's factory, the wood-fired roasters operate steadily, the aroma of coffee creating a very "down-to-earth" scent. But hidden behind this handcrafted appearance is a sophisticated automated system, where each roasting batch is precisely controlled in terms of temperature, humidity, and time.

"Coffee should 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 its flavor," Mr. Son said.

Toninni Caffè is a favorite among Korean partners. (Photo courtesy of the interviewee)

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

The aspiration to bring Vietnamese coffee beans to a wider audience.

Having been involved in the profession for twenty years, Mr. Son not only wants to make delicious coffee, but also wants to build a sustainable value system for Vietnamese farmers. Toninni Caffè collaborates directly with coffee growers, guiding them on clean farming practices, purchasing their produce at prices higher than the market rate, and ensuring fair benefits.

Mr. Nguyen Kim Son shared: "We don't just sell coffee; we tell the story of Vietnamese self-respect and pride through every cup of coffee."

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

Looking back on his journey of more than a quarter of a century, Mr. Nguyen Kim Son cannot hide his pride, but still maintains the calm demeanor of a seasoned professional. He said: "Coffee taught me patience. To roast a perfect batch of coffee, you have to know how to wait. Building a brand is the same – it requires 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, it all comes together in a circle – where Vietnamese coffee beans are elevated with Italian style, yet still retain their Vietnamese soul. And for Mr. Nguyen Kim Son, it's not just the success of a brand, but his way of giving back to 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