What can we learn from the production of counterfeit goods in the heart of the real coffee capital?

Originating from the fertile coffee-growing region of Gia Lai, the story of genuine versus fake coffee is causing concern among consumers and frustration among legitimate businesses due to the damage to their brands.

Báo Công thương•06/11/2025

The repeated discovery of counterfeit coffee in Gia Lai has caused concern among the public and outrage among legitimate businesses. As the line between "real" and "fake" becomes blurred, trust in coffee beans, an agricultural product that has long been a source of pride for the Central Highlands, is facing a grim crossroads.

Trust has been betrayed.

Recently, people in Gia Lai have become worried about a series of fake coffee cases being discovered. The morning cup of coffee, a familiar habit for the people of this mountain town, now makes many people wonder: "Is the coffee I'm drinking real coffee?"

With 107,400 hectares of coffee plantations, Gia Lai province is confident in producing high-quality coffee beans capable of conquering even the most demanding markets. (Photo: Hien Mai)

With 107,400 hectares of coffee plantations, Gia Lai province is confident in producing high-quality coffee beans capable of conquering even the most demanding markets. Photo: Hien Mai

With 107,400 hectares of coffee plantations, Gia Lai is one of the largest coffee-producing provinces in the Central Highlands. It produces high-quality coffee beans capable of conquering even the most demanding markets.

Yet, in just the last few months, this locality has repeatedly discovered establishments producing and selling counterfeit coffee, adulterated coffee, and coffee with additives exceeding permitted levels. These are "stains" that directly damage the reputation that generations of farmers have built up over the past decades.

A facility producing counterfeit coffee under the Thành Khôi brand. Photo: Hiền Mai

A facility producing counterfeit coffee under the Thành Khôi brand. Photo: Hiền Mai

Most recently, on November 4th, the Gia Lai Provincial Police Investigation Agency initiated legal proceedings against Vo Minh Tung, Director of Thanh Khoi Coffee Branch, and employee Nguyen Van Hanh for the production and sale of counterfeit food, food additives, and food supplements.

Previously, in June 2025, the Economic Police Department of Gia Lai province discovered that Duong Thi Hang's business was processing hundreds of kilograms of uncertified powdered coffee under the brand name Thinh Coffee. Similarly, in April 2025, Ho Ngoc Hai was caught red-handed producing counterfeit Hong Hai coffee with a caffeine content of only 0.34-0.68%, 70% lower than the national standard.

Authorities seized a large quantity of counterfeit coffee. Photo: CACC

Authorities seized a large quantity of counterfeit coffee. Photo: CACC

These incidents are not merely violations of the law. They expose a heartbreaking paradox: even in a region considered a symbol of authentic coffee, there are still "dark spots" of deception.

Businesses that operate honestly will suffer losses.

While thousands of farmers, cooperatives, and businesses in Gia Lai are diligently investing in clean, organic, Rainforest Alliance, and 4C-certified coffee production to achieve sustainable exports, a few unscrupulous individuals are simply relying on mixing in impurities, labeling it "Gia Lai coffee," and then selling it everywhere.

Mr. Thai Nhu Hiep - Director of Vinh Hiep Co., Ltd. (An Phu ward, Gia Lai province) - Vice President of the Vietnam Coffee and Cocoa Association, commented: “Gia Lai coffee has enormous potential, especially for export to the European market according to EUDR standards. But just a few negative incidents can easily affect coffee brands. It is time to implement mandatory traceability, tighten quality management, and strictly handle violations.”

An additive of unknown origin, pitch black and thick. Photo: CACC

An additive of unknown origin, pitch black and thick. Photo: CACC

From a business perspective, Mr. Nguyen Hai Phong, General Director of Tropico Tay Nguyen Coffee Co., Ltd., shared his frustration: “Counterfeit coffee causes significant damage to legitimate businesses. When a case is exposed, consumers become suspicious of everything, making it very difficult for reputable businesses to regain trust. What we hope for most is that the authorities will handle the matter strictly and publicly disclose the results, so that legitimate businesses are not affected.”

In reality, losing trust is even more frightening than losing revenue. Once consumers no longer believe in the quality of Vietnamese coffee, all efforts to build a brand, invest in clean raw material areas, or meet international standards become meaningless.

According to Mr. Dinh Van Ha, Deputy Head of the Market Management Department of Gia Lai province, in reality, coffee is an easily counterfeited product due to its low cost, high profit margin, and difficulty in detecting counterfeits with the naked eye. Simply adding cereal powder, flavorings, caramel, or a little chemical coloring or flavoring makes it difficult for buyers to distinguish real coffee from fake.

"Managing the coffee market still faces many difficulties. Since the beginning of the year, our unit has detected and handled many violations in the coffee sector. However, quality testing requires sending samples for analysis, which takes a lot of time. Meanwhile, consumers rarely complain, making it difficult to take timely action. For complex and serious cases, we always cooperate with the police force to investigate and resolve them completely," Mr. Ha shared.

The issue of genuine versus fake coffee is not only a health concern but also a warning. A single adulterated coffee bean or a single cup of counterfeit coffee can jeopardize the hard work and reputation of countless honest farmers and businesses.

Protecting the Gia Lai coffee brand in particular, and Vietnamese coffee in general, requires the joint efforts of the entire community, from producers and businesses to consumers. Only when every step is transparent, when each cup of coffee served is the culmination of genuine labor and quality, will the "Gia Lai flavor" truly be preserved and reach further.

Gia Lai province has approximately 106,400 hectares of coffee plantations, concentrated in the western communes of the province, with an annual coffee bean production of about 312,000 tons. Each year, Gia Lai exports an average of 240,000 tons of green coffee beans, accounting for nearly 77% of its production; the remaining 23% is processed locally, with nearly 100 production and processing facilities, totaling approximately 12,000 tons per year.

Source: https://congthuong.vn/thay-gi-tu-viec-san-xuat-hang-gia-giua-thu-phu-ca-phe-that-428983.html