Tam Tra Viet Cooperative and the new trend of Thai Nguyen tea

For a long time, Thai Nguyen tea has become a prominent specialty, favored by domestic and foreign consumers. In the context of a rapidly changing market, with increasingly high demands on quality, food safety and brand stories, the traditional tea industry has been forced to transform. Among many production facilities actively innovating, Tam Tra Viet Cooperative is a typical model with a methodical and modern approach, contributing to the strong rise of Thai Nguyen tea on the map of Vietnamese agricultural products.

Tourists visit and experience the tea production process of Tam Tra Viet Cooperative.

Tam Tra Viet Cooperative was established in 2019 by Mr. Do Huu Thuan, who was born and raised in a family with three generations of tea farmers in Dai Tu commune. Before returning to his hometown, Mr. Thuan spent many years working in the technology and business industry in Hanoi and Ho Chi Minh City.

The opportunity to return came from the desire to restore the value of traditional tea trees, while creating products that meet modern tastes. “I have traveled to many places and seen how they make tea and build a very systematic brand. When I look back at my homeland, I see that people are hardworking, the products are of good quality, but the brand value is not commensurate,” said Mr. Thuan.

Starting with 22 member households and a raw material area of ​​nearly 10 hectares, Tam Tra Viet Cooperative quickly expanded, linking with more than 50 farming households in Dai Tu, La Bang and Tan Cuong communes, increasing the total area to 30 hectares.

With the goal of building a clean tea brand, from the beginning, the Cooperative oriented towards organic production. However, switching to chemical-free farming is a big change, causing many farmers to worry. Ms. Nguyen Thi Lan, in Suoi Chun hamlet, La Bang commune, recalls: The first day the Cooperative promoted organic tea production, we were very worried because we were used to the old way of doing things. But after being guided through the process, committed to purchasing, and seeing that the tea plants were much healthier, we felt confident in following it.

To ensure quality, standardize processes, apply VietGAP standards and improve processing, the cooperative focuses on maintaining product consistency.

Main products such as hook tea, nail tea, and young shrimp tea are harvested and processed using traditional techniques of lightly withering, skillfully rolling, and moderate yeast removal. This manual method helps the green tea water to be clear, with a mild aroma of young rice, and a sweet and astringent taste, the true "quality" of Thai Nguyen tea.

The highlight of the cooperative's model is the product line "6-free clean tea", committed to: no pesticides, no chemical fertilizers, no chemicals, no colorants, no bleaching, no preservatives. The product has been well received by the market and exported to Europe.

Mr. Do Huu Thuan commented: Conquering the demanding market is an opportunity but also a pressure for the cooperative to maintain its standards. Consumers today need clean and transparent products. If Vietnamese tea wants to go far, it must be "clean from the root".

Along with quality standardization, the Cooperative focuses on product development and brand building. Besides traditional green tea, the Cooperative produces Nui Coc black tea, Tam Dao oolong tea, white tea and tea scented with lotus, grapefruit flower and jasmine.

Visitors visit and experience the production process and products of Tam Tra Viet Cooperative.

Taking advantage of the technology platform, Director Do Huu Thuan built a systematic communication strategy, deployed e-commerce and a widespread distribution system. Currently, the Cooperative's "travina" brand is present in 34 provinces and cities nationwide.

In particular, the cooperative is working with Korean and Japanese partners to invest in a production line for matcha green tea powder that meets export standards. Mr. Thuan emphasized: Tea is not only a product but also a culture. To sell tea, you must tell the story of the land and the people who create it.

Thanks to the new method, Tam Tra Viet Cooperative has contributed to increasing the income of local farmers, when the purchase price of organic tea is 20-30% higher than the conventional method. Ms. Ma Thi Tuyen, in Suoi Chun hamlet, La Bang commune, shared: Before, making tea was hard but the income was unstable. Since joining the Cooperative, we feel secure because the products are sold stably and the prices are transparent.

The story of Tam Tra Viet Cooperative shows the inevitable trend of the Thai Nguyen tea industry is to shift from small-scale production to a joint model; from traditional methods to clean, modern techniques; from selling raw products to building brand value. These changes not only bring sustainable income to tea growers but also contribute to enhancing the position of Thai Nguyen tea in the domestic and international markets.

Source: https://baothainguyen.vn/kinh-te/202511/hop-tac-xa-tam-tra-viet-va-xu-huong-moi-cua-che-thai-nguyen-a733aa5/