Logo of Phnom Penh Post newspaper Phnom Penh Post - ‘VN needs to improve coffee value, brand’

‘VN needs to improve coffee value, brand’

Content image - Phnom Penh Post
Delegates at the conference to discuss trade promotion and international investment in the coffee sector last week. VIET NAM NEWS

‘VN needs to improve coffee value, brand’

Global demand for coffee will continue to increase for the next 30 years, but Vietnam should focus on improving the value of its coffee to raise its profile in the international market and become the number one power in coffee, according to industry experts.

Vietnam Coffee and Cocoa Association (VICOFA) chairman Luong Van Tu told the trade promotion and international investment conference held by his association last week: “Besides coffee beans, Vietnam’s coffee exporters have also promoted the export of roasted and instant coffee in recent years.

“Vietnam has also promoted coffee consumption in the domestic market. The rapid increase in the number of coffee chains has boosted consumption to over 10 per cent of total coffee output.”

The industry has taken advantage of the free trade agreements [FTAs] the country has signed, including the EU-Vietnam FTA and CPTPP [Comprehensive and Progressive Agreement for Trans-Pacific Partnership], to boost exports to these large markets.

Le Hoang Diep Thao, VICOFA deputy chairwoman, CEO of coffee brand King Coffee and co-owner of Trung Nguyen coffee, said: “Vietnam is facing a rare opportunity to break through and become the number one power in coffee.

“If we increase the value of the Vietnamese coffee industry, we will have a chance of achieving two important things – help 10 per cent of coffee exports turn into high-value coffee product exports and increase coffee consumption in the local market from 1.68kg per person [last year] to 3kg [in 2023].

“Only when there is enough internal strength and stability in the domestic market would Vietnamese coffee have the opportunity to be treated equally and respected and Vietnamese farmers and producers get the right prices.”

She spoke about her company’s model to increase the value of Vietnamese coffee.

The conference organised both offline and online attracted over 62 local and foreign businesses who spoke about solutions to increase coffee consumption in their domestic markets, experiences in developing national brands and measures to promote coffee trade.

Xiong Xiangren, president of the Asian Coffee Association (ACA) and CEO of Dehong Hogood Coffee Co Ltd, said this year China’s coffee consumption was 350,000 tonnes, worth 250 billion yuan ($38.2 billion), an increase of 30 per cent from last year.

“Last year, China imported 110,000 tonnes of coffee from 84 countries, with imports from Vietnam accounting for more than 30 per cent of [it].”

Vietnam’s exports to China included coffee beans and roasted, instant and ready to drink coffee. ACA will work with VICOFA to promote the export of Vietnamese coffee, he said.

VIET NAM NEWS/ASIA NEWS NETWORK

MOST VIEWED

  • Research key to Kanitha’s rep for expertise

    Sok Kanitha is used to weighing in on controversial issues using a confident approach that signals expertise and authority, and a recent video she made was no exception. Her “Episode 342: The History of NATO” video went live on January 16, 2023 and immediately shot to 30,000 likes and 3,500

  • Cambodia maintains 'Kun Khmer' stance despite Thailand’s boycott threat

    Cambodia has taken the position that it will use the term "Kun Khmer" to refer to the sport of kickboxing at the upcoming Southeast Asian (SEA) Games, and has removed the term Muay from all references to the sport. Despite strong reactions from the Thai

  • Knockout! Kun Khmer replaces ‘Muay’ for Phnom Penh Games

    Cambodia has decided to officially remove the word Muay from the programme of the 32nd Southeast Asian (SEA) Games 2023 in May. “Kun Khmer” will instead be used to represent the Southeast Asian sport of kickboxing, in accordance with the wishes of the Cambodian people. Vath

  • Artificial insemination takes herd from 7 to 700

    Some farms breed local cows or even import bulls from a broad for the purpose of breeding heavier livestock for meat production. One Tbong Khnum farmer has found a more efficient way. Hout Leang employs artificial insemination to fertilise local cows. Thanks to imported “straws”

  • Chinese group tours return to Cambodia starting Feb 6

    Cambodia is among 20 countries selected by Beijing for a pilot programme allowing travel agencies to provide international group tours as well as flight and hotel packages to Chinese citizens, following a three-year ban. As the days tick down until the programme kicks off on February 6,

  • Capital-Poipet express rail project making headway

    The preliminary results of a feasibility study to upgrade the Phnom Penh-Poipet railway into Cambodia’s first express railway indicate that the project would cost more than $4 billion and would take around four years to complete. The study was carried out by China Road and