Saigoneer

Back Stories » Vietnam » Trung Nguyen Coffee Eyeing the International Market

Trung Nguyen Coffee Eyeing the International Market

Vietnam is now one of the world's top coffee exporters.

While some local companies shake in their boots as Starbucks gears up to enter the Vietnamese market, the country’s largest coffee grower, Trung Nguyen, is taking the offensive and setting its sights on the international coffee market.

According to Reuters, even though Vietnam is a top producer of robusta coffee beans, 90% of these are raw, carry no brand name and are shipped overseas for packaging a processing. In short, Vietnam is leaving a stack of money on the table, earning only a small fraction of the total income generated by the crop. Dang Le Nguyen Vu, Vietnam’s “Coffee King,” says that if packaging and processing were done in Vietnam, coffee revenues, which currently sit around US$3 billion, could hit US$20 billion by 2027.

Vu also sees an opportunity to weaken Starbuck’s grasp on the global market by offering better tasting coffee:

They are great at implanting a story in consumers' minds but if we look into the core elements of Starbucks, what they are doing is terrible. They are not selling coffee, they are selling coffee-flavoured water with sugar in it.

Burnnnnnn!

Beyond shitty coffee, Vu thinks that even tough Starbucks may trumpet sustainable development, they only care about maximizing profits. In his mind, Trung Nguyen’s links to the people of Vietnam’s coffee-growing highlands is the kind of tangible, human story that appeals to western consumers.

To read more about Trung Nguyen’s challenges in taking on global coffee brands, head over to Reuters.

Related Articles

in Vietnam

Budweiser to Set up Production Facilities in Vietnam

The past decade has seen a plethora of international brands enter Vietnam’s fertile consumer market. As Vietnam’s average income has risen, brands from Pizza Hut to Starbucks have taken advantage of t...

in Food Culture

Can Coffee Save the Vietnamese Economy?

As inefficient state-owned business drag down Vietnam’s economy with bad debt, other sectors must pick up the slack. In times of economic stagnation, the country has one fallback - agriculture.

in Vietnam

Don't Panic: SuperMoon is on Its Way

It’s about that time again. On June 23, the year’s largest supermoon will be visible above the Saigon skies. A supermoon occurs when a full moon lines up with the Earth and the sun at a specific poin...

in Vietnam

Fire-Breathing Dragon Bridge Opens in Da Nang

For all the importance placed on dragons in Vietnamese culture, I’m sure at one point, we’ve all wondered to ourselves, “Why hasn’t Vietnam built a badass fire-breathing dragon bridge?” Well, wonder n...

in Vietnam

It’s Official – McDonald's Coming to Vietnam in 2014

The Big Mac cometh... After years of speculation and rumor, it appears that McDonald's, the world’s largest fast food chain, will open up its first location in Vietnam in 2014. McDonald's will join o...

in Vietnam

Large Bomb Uncovered in Dak Ru

A massive, 300kg bomb was discovered by a resident of Dak Ru Commune, Dak R'lap District in the central highlands province of Dak Nong.

Partner Content

in Partner Content

How International School Saigon Pearl Ensures Student Safety

When sending their children to school, parents must be confident that they are physically, emotionally and mentally safe.