Project launched to elevate Vietnamese robusta coffee's global standing

The initiative, called ‘Elevating Vietnam’s robusta coffee,’ was announced by Tuoi Tre Online in collaboration with the Ministry of Agriculture and Environment and the Lam Dong administration.

The launch included a seminar titled ‘Improving Vietnam’s robusta coffee from the ground up.’

Speaking at the launch ceremony, Tran Xuan Toan, deputy general director of the Ho Chi Minh City Press and Radio-Television Agency and editor-in-chief of Tuoi Tre Online, emphasized the value gap between raw coffee beans and branded products.

“One kilogram of coffee sold as raw material has a completely different value compared to one kilogram marketed with quality, story, and brand,” he said.

He added that Vietnam has long ranked among the world’s leaders in robusta coffee acreage, production, and exports.

However, most of its beans are used as raw materials for international roasters, with little recognition of Vietnamese origin once products reach consumers.

Although several Vietnamese coffee brands have gained greater visibility over the past two years, their scale and market influence remain limited.

According to Toan, this prompted Tuoi Tre Online, the Ministry of Agriculture and Environment, and the Lam Dong administration to launch the ‘Elevating Vietnam’s robusta coffee’ project.

The project is designed not just as a media campaign but as a long-term program connecting stakeholders across the coffee value chain, including government agencies, scientists, experts, input suppliers, fertilizer producers, traders, exporters, and farmers.

Planned activities range from in-depth media coverage, workshops, and contests to product promotion and trade initiatives.

Toan stressed that collaboration is key: “Only when government agencies, businesses, experts, and farmers work together can we build a stronger position for Vietnam’s robusta coffee.”

He also highlighted the significance of farmers' participation in the seminar, saying that coffee growers understand firsthand the challenges related to soil conditions, weather, production costs, cultivation techniques, and market access.

Their perspectives, he said, help ensure discussions remain practical and avoid solutions that are difficult to implement in the field.

Organizers expressed hope that more companies involved in seed production, agricultural inputs, fertilizers, coffee purchasing, processing, roasting and exports would join the initiative in the future.

A stronger connection among all stakeholders, they said, would create a long-term platform for sharing successful models, identifying challenges, and implementing practical solutions.

Thai Nhu Hiep, vice-chairman of the Vietnam Coffee Cocoa Association (VICOFA), said Vietnam's coffee industry must shift its focus from volume-driven competition to quality-focused strategies.

"We should sell quality instead of quantity, and sell value instead of sweat," Hiep said.

According to VICOFA, Vietnam had more than 720,000 hectares of coffee in 2023, with robusta accounting for about 95 percent.

In the 2024-25 crop year, the country exported over 1.5 million metric tons of coffee, earning more than US$8.4 billion.

Rising prices have allowed many farmers to reinvest in seeds, nutrition, irrigation, and farm improvements.

The seminar focused on restructuring the robusta sector, improving varieties, farming techniques, and sustainability to meet stricter market standards and adapt to climate change.

A highlight was the discussion on building sustainable linkages across production, processing, and distribution to enhance competitiveness.

Earlier on Friday, government officials, experts, and business representatives visited Binh Dong Farm, a high-quality coffee plantation in Lam Dong Province.