The journey for Gia Lai coffee products to establish their brand in the market is always linked to a closed value chain, starting from raw material areas certified Organic, Rainforest Alliance, and 4C – certifications recognized by international organizations for ensuring production according to green, clean, and environmentally friendly processes.
From green beans to specialty coffee
Many businesses and cooperatives in Gia Lai are pioneering the development and integration of closed-loop coffee production, processing, and consumption, such as: Vinh Hiep Co., Ltd. (An Phu ward), BaKa Co., Ltd. (Ia Hrung commune), Thuy Dung Co., Ltd. (Hoi Phu ward), Vinh Binh Tay Nguyen Production-Trading-Service Co., Ltd. (An Phu ward), Tam Ba Production and Service Co., Ltd. (Dien Hong ward), Nam Yang Agricultural-Service Cooperative (Kon Gang commune), Phuong Hoang Construction-Trading-Service Cooperative (Ia Nan commune)...
In particular, Tam Ba Farm (Tam Ba Production and Service Co., Ltd.), with 200 hectares of coffee on the red basalt soil of Bien Ho commune, has become a destination for many domestic and foreign business delegations to learn about the closed-loop process "from farm to cup of coffee".
Mr. Luu Vinh Quang, Deputy Director of the company, said: Currently, the company's 200 hectares of coffee plantations are in the process of obtaining international organic certification, while also focusing on processing Fine Robusta specialty coffee for export.
"With its unique soil characteristics and superior raw material quality, Gia Lai coffee, when processed into specialty products, can offer thousands of flavors: sweet, creamy, slightly sour, rich with fruity, floral, honey, chocolate, caramel... Especially, if the growing area is certified organic, the value of the product can double, or even more," Mr. Quang emphasized.
Not stopping there, Tam Ba also plans to invest nearly 700 billion VND in building a soluble coffee processing plant, affirming its long-term vision of building a closed chain from plantation to final product.
With organic farming practices, processed coffee beans must have a 100% ripeness rate. After selective harvesting, the coffee is pre-processed using wet technology and dried on mesh racks to prevent contamination. Each batch of roasted and ground coffee is carefully controlled in terms of temperature and time to preserve the original flavor of the beans. Mastering the entire chain from raw materials to processing increases value many times over.
Not only large enterprises, but a wave of coffee-related startups is booming in Gia Lai. Many establishments are boldly investing in technology and branding, targeting niche markets.
After more than 20 years of working with coffee plants, Ms. Nguyen Thi Thao, owner of Thao Hien Coffee (Ia Grai commune), realized that selling only green coffee beans did not yield a return commensurate with her efforts. Driven by this concern, she invested in a factory and machinery to process roasted and ground coffee, packaging the product under the Thao Hien brand.
Each batch of roasting and grinding is carefully controlled in terms of temperature and time to preserve the natural flavor. "If you control the entire chain from raw materials to processing, the value will increase many times over," Ms. Thao affirmed.
Towards sustainable added value
The "farm-to-cup" philosophy is not just an economic strategy, but also a cultural message: Growers are proud of their land, processors value quality, and consumers enjoy the kindness in every drop of coffee.
Mr. Le Huu Anh, Director of Lam Anh Agricultural and Service Cooperative (Dak Doa commune), said: The cooperative is currently collaborating with production cooperatives to cultivate 300 hectares of coffee according to 4C and organic standards, while also processing various specialty coffee varieties.
“Today’s consumers not only drink coffee, but also want to enjoy the story behind the cup of coffee, such as geographical factors, climate, closed-loop production processes, and the dedication of the producers… This synergy helps Gia Lai coffee assert its position through its own unique identity,” said Mr. Le Huu Anh.
According to Doan Ngoc Co, Deputy Director of the Department of Agriculture and Environment, Gia Lai currently has approximately 107,400 hectares of coffee plantations, of which about 56,690 hectares are cultivated according to Organic, Rainforest Alliance, and 4C standards. Each year, the province supplies about 333,000 tons of green coffee beans, but only 23% is processed, with the remainder mainly exported raw. Despite this, many Gia Lai coffee products have achieved OCOP 4-5 star standards, and export potential is wide open.
In recent years, Gia Lai has also focused on promoting and connecting its coffee products to wider markets. The province organizes many events, most notably the Gia Lai Coffee Festival – which not only showcases high-quality coffee production and processing models and specialty coffees but also provides an opportunity to share experiences, promote innovative startups, and showcase Vietnamese coffee culture to international friends. Through these efforts, Gia Lai is gradually building its image as the "new specialty coffee capital" of the Central Highlands.
Expert Le Trung Hung, Vietnam's first Q Grader instructor, has spent many years supporting specialty coffee processing facilities in Gia Lai. He believes that building a specialty coffee brand is not just about improving quality, but also about creating an emotional connection with customers. It's about the journey from the garden to the cup of coffee, allowing consumers to feel the dedication of the growers and processors.
Gia Lai is facing a great opportunity to position the value of its coffee, not only as a source of raw materials, but also as the origin of high-quality, environmentally and community-friendly brands, aiming for a sustainable coffee ecosystem.
Source: https://baogialai.com.vn/dinh-vi-ca-phe-dac-san-gia-lai-post565340.html
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