On November 15th, in Dak Lak province, the Vietnam Coffee and Cocoa Association (VICOFA), in collaboration with Trans-Pacific Partnership (TPP), the Specialty Coffee Association (SCA), and Simexco Daklak (2/9 Dak Lak Import-Export Company Limited), organized a seminar titled "Solutions for promoting and developing the Vietnamese Robusta coffee brand and the development orientation of Vietnamese specialty coffee."
Mr. Nguyen Nam Hai, Chairman of the Vietnam Coffee and Cocoa Association (VICOFA), speaks at the seminar. Photo: Tran Tho.
Vietnamese Robusta coffee remains 'unknown '.
According to Mr. Nguyen Nam Hai, Chairman of the Vietnam Coffee and Cocoa Association (VICOFA), the total coffee growing area in Vietnam is approximately 730,000 hectares, of which 95% is planted with Robusta coffee (mainly grown in the five former Central Highlands provinces and some provinces in the Southeast region). The remaining 5% is planted with Arabica coffee (Catimo), grown in Lam Dong and some mountainous provinces in the North (Son La, Dien Bien , Quang Tri), and some areas planted with Liberica/Excelsa coffee.
Regarding exports, Mr. Nguyen Nam Hai stated that 85% of Vietnam's total annual coffee production is for export, approximately 1.5 million tons, accounting for about 18% of the world's total coffee exports and 43% of global Robusta coffee exports. Europe remains the largest market for Vietnamese coffee, accounting for nearly 50% of the country's total coffee exports, with the 27 EU countries accounting for nearly 40%, followed by Japan, the US, and several other countries.
Delegates enjoy Vietnamese specialty coffee. Photo: Tran Tho.
According to Mr. Nguyen Nam Hai, over 91% of Vietnam's total annual coffee exports are green coffee beans. The remaining nearly 9% is processed into instant coffee and roasted and ground coffee. This is the main reason why Vietnam ranks second in terms of both production and quantity of coffee exports. While Vietnam is the leading exporter of Robusta coffee, Vietnamese coffee is largely unknown to consumers in the US and around the world. Furthermore, over 81% of businesses exporting instant and roasted coffee are foreign direct investment (FDI) enterprises.
"Despite having many advantages, the added value and brand image of Vietnamese Robusta coffee are not yet commensurate with its existing potential," Mr. Nguyen Nam Hai shared.
At the seminar, Mr. Nguyen Thien Van, Vice Chairman of the People's Committee of Dak Lak province, said: Hundreds of years ago, after surveying the soil and climate, the French chose Buon Ma Thuot as the place to introduce Robusta coffee varieties, creating the foundation for the Buon Ma Thuot coffee brand, which is now a geographical indication of national brand status.
Over the years, the Dak Lak provincial government has consistently pioneered the implementation of programs to develop high-quality coffee, promote sustainable replanting, and enhance the value chain of the supply chain. Since 2008, the province has implemented numerous important projects; notably, Dak Lak's coffee growing areas have achieved the world's first 4C-EUDR certification for non-deforestation products, and 35% of the province's coffee growing area has now been digitized.
Developing the Vietnamese Robusta coffee brand.
Mr. Thai Nhu Hiep, Vice President of the Vietnam Coffee and Cocoa Association (VICOFA), stated that Vietnam is currently the world's largest producer and exporter of Robusta coffee, with an output of over 30 million bags, equivalent to 1.8 million tons, per year. However, to date, there is still no official "national brand" for Vietnamese Robusta, no specific cupping standards, no unified marketing strategy, and its value has not been properly positioned on the world coffee map.
Scene from the seminar. Photo: Tran Tho.
According to Mr. Thai Nhu Hiep, Vietnam has ideal natural conditions, large-scale production, concentrated raw material areas, and stable supply capacity. Vietnamese Robusta coffee varieties have high yields, good resistance to climate change, diverse flavors, and potential for quality improvement. In recent years, the Fine Robusta movement according to CQI (Coffee Quality Institute) standards has begun to flourish in Vietnam. More and more Robusta coffee batches are achieving high scores, diverse flavors, and innovative processing methods. However, commercial value remains low, not commensurate with its potential.
Mr. Thai Nhu Hiep proposed that the Trans-Pacific Partnership (TPP) and the Specialty Coffee Association (SCA) support Vietnam in developing cupping standards for commercial Vietnamese Robusta and granting corresponding international certifications; support the development of a national promotional strategy, including product positioning, brand identity, and origin story (“Variety - Locality - Process - Flavor”); and coordinate the organization of international trade promotion activities: Cupping Tours, Roadshows, and especially a themed booth “Vietnamese Robusta” at the SCA Expo. “VICOFA and Vietnamese businesses are committed to providing financial and resource support for these activities,” Mr. Hiep stated.
Delegates attending the seminar pose for a commemorative photo. Photo: Tran Tho.
On behalf of Dak Lak province, Mr. Nguyen Thien Van, Vice Chairman of the Provincial People's Committee, expressed his confidence that, with the global knowledge connection from SCA and the leading role of VICOFA, Vietnam will become a destination for Robusta coffee lovers worldwide, and Buon Ma Thuot coffee will become a national brand for Vietnamese specialty coffee. Dak Lak province also committed to working alongside all parties in developing the specialty coffee value chain, from seeds, cultivation, processing to roasting and brewing.
Also at the seminar, representatives from the Trans-Pacific Partnership (TPP), the Specialty Coffee Association (SCA), and other organizations and businesses proposed many practical solutions to build, promote, and develop the Vietnamese Robusta coffee brand in the global market.
Source: https://nongnghiepmoitruong.vn/tao-danh-phan-cho-ca-phe-robusta-viet-nam-tren-thi-truong-the-gioi-d784520.html
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