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King of coffee: Trung Nguyen founder building a global brand with brews for all market segments.
Ngày đăng tin - 15/1/2013
When most people think of coffee they do not usually think of Vietnam. Few realise that the Southeast Asian nation last year surpassed Brazil as the world’s biggest coffee exporter. However, almost all of the output is low-quality robusta beans with high caffeine content, used mostly to make instant coffee.
Dang Le Nguyen Vu wants to change the country’s reputation as cheap coffee bean supplier, offering a luxury brand that appeals to both domestic and export markets. Mr Vu’s involvement with coffee began in 1996 during his senior year in medical school, when he visited a home-stay in Buon Ma Thuot, the regional “coffee capital”. What struck him was the poverty of the local people and the low revenue the world’s second largest coffee producing country was receiving for its products. “Spending time in the coffee region, I realised that Vietnam had the potential of achieving high economic growth and becoming a powerful economy if the coffee sector could be improved and upgraded. I wanted them to play in the right game,” he said in an interview in Trung Nguyen’s head office in Ho Chi Minh City. Mr Vu pointed out that like most other growing nations, poor tropical countries typically receive only about 5% out of the money earned by the global coffee industry, where huge profits go to the likes of Nestle and Starbucks. The unfair trading environment brings to mind memories of how his family and millions of others in Vietnam had to fight against poverty. “I was born during the Vietnam war. My parents worked at a small brick
Home
Our Mission
Products
Franchise
News
Coffee Museum
Coffee & Health
Coffee Culture
The only in Trung Nguyen
Home page News & Events
King of coffee: Trung Nguyen founder building a global brand with brews for all market segments.
Ngày đăng tin - 15/1/2013
When most people think of coffee they do not usually think of Vietnam. Few realise that the Southeast Asian nation last year surpassed Brazil as the world’s biggest coffee exporter. However, almost all of the output is low-quality robusta beans with high caffeine content, used mostly to make instant coffee.
Dang Le Nguyen Vu wants to change the country’s reputation as cheap coffee bean supplier, offering a luxury brand that appeals to both domestic and export markets. Mr Vu’s involvement with coffee began in 1996 during his senior year in medical school, when he visited a home-stay in Buon Ma Thuot, the regional “coffee capital”. What struck him was the poverty of the local people and the low revenue the world’s second largest coffee producing country was receiving for its products. “Spending time in the coffee region, I realised that Vietnam had the potential of achieving high economic growth and becoming a powerful economy if the coffee sector could be improved and upgraded. I wanted them to play in the right game,” he said in an interview in Trung Nguyen’s head office in Ho Chi Minh City. Mr Vu pointed out that like most other growing nations, poor tropical countries typically receive only about 5% out of the money earned by the global coffee industry, where huge profits go to the likes of Nestle and Starbucks. The unfair trading environment brings to mind memories of how his family and millions of others in Vietnam had to fight against poverty. “I was born during the Vietnam war. My parents worked at a small brick