Supply chain transparency to preserve Vietnamese coffee brand

Fake ground coffee is becoming a problem, not only threatening the health of consumers but also seriously damaging the reputation of the Vietnamese coffee industry.

So what should be done to gradually clean up the market and build a transparent and sustainable coffee supply chain? Dak Lak Newspaper reporter had an interview with him, Chairman of Buon Ma Thuot Coffee Association to clarify this issue.

This is a very serious problem, affecting the Vietnamese coffee industry as a whole, especially the “Buon Ma Thuot Coffee” brand. The continuous discovery of large-scale fake coffee powder production facilities, even in Dak Lak – the “capital” of coffee, has shaken the confidence of consumers. They become skeptical, even with genuine products. Not only that, coffee growers and legitimate businesses are under pressure from unfair competition, putting real producers in a difficult position.

Mr. Trinh Duc Minh, Chairman of Buon Ma Thuot Coffee Association.

The consequences do not stop at the domestic market. Fake coffee is also a threat in the international market, when the reputation of the product is eroded, it will lead to risks in market share and the risk of facing technical barriers from importing countries.

There are many reasons, but the core point lies in the lack of transparency in the supply chain and quality control. The coffee supply chain is very long, from the producing farmer to the coffee shop serving the final consumer. To control the flow of coffee transparently, the core is to build and operate an effective traceability system. However, currently, the implementation of traceability in the new product chain is at an encouraged level, so it is not implemented synchronously, because the cost of certifying product traceability is quite high. Regulations requiring product traceability often only come from market requirements. For example, units exporting coffee abroad, partners require proof of product origin, then they are forced to invest.

Aeroco Coffee Farm workers remove unqualified coffee cherries before processing them into high-quality coffee products.

We also lack strong communication campaigns to help consumers understand what fake coffee is and the harmful effects of fake coffee. Many people still think that drinking fake coffee only “loses its taste”, not knowing that they are taking in toxic substances of unknown origin.

Current production is still too small-scale, and business is also scattered, leading to difficulty in control. Therefore, we need to build a relatively comprehensive solution system, including raw materials, production, labeling, circulation, and raising public awareness, especially for coffee products with Buon Ma Thuot geographical indications and Vietnamese specialty coffee.

Quality control from the harvesting stage to ensure coffee quality. Photo: Huu Hung

In particular, focusing on three main directions including: Raising awareness and capacity for coffee makers through seminars and training on high-quality coffee production techniques, encouraging the application of certifications such as VietGAP, 4C, RA, organic... At the same time, there must be policies to support businesses in registering to implement product traceability to build a "coffee ecosystem" - where all products can be traced transparently, consumers can feel secure, and genuine producers are protected. Strengthening communication and community monitoring through media channels to disseminate knowledge to distinguish real and fake coffee, building tools such as websites, social networks, hotline numbers to receive feedback from consumers and businesses. Coordinating actions with relevant parties such as: police, market management, Department of Health, Department of Agriculture and Environment, Department of Industry and Trade... to provide information, support field inspections to combat fake coffee.

As for the Association, we are researching and implementing a digital platform that integrates information from farmers, businesses to management agencies, creating a digital map of the coffee chain. When this platform is implemented, each bag of coffee will not only be a product, but also a testament to integrity in production and business. At the same time, the Association continues to recommend that the State issue mandatory regulations on traceability, honest labeling and increase periodic interdisciplinary inspections.

I believe that if solutions are implemented synchronously and drastically, we can completely push back fake coffee, preserving the purity of Vietnamese coffee brands, including "Buon Ma Thuot Coffee".

* Thank you!

(perform)

Source: https://baodaklak.vn/tin-noi-bat/202506/minh-bach-chuoi-cung-ung-de-giu-gin-thuong-hieu-ca-phe-viet-5ea0fe5/