Vietnamese Robusta needs creative contests to build global brand: experts

Nguyen Van Thu, general director of KLC Vietnam Agriculture JSC (KLC Agri), said the contests could bring together businesses, coffee professionals and enthusiasts to create new products and share the story of Vietnamese coffee.

Annual contests to encourage innovation

International consumers often associate Vietnamese coffee with iced milk coffee, but the traditional drink may not suit all tastes, particularly in markets where lattes, cappuccinos and milder beverages are more familiar, Thu said.

Egg coffee and salted coffee have also attracted visitors interested in local specialties, but they may be less suited as everyday choices for a broad international audience, he added.

Vietnamese Robusta could be used more creatively in beverages, cakes, desserts and other foods, with products tailored to the tastes of individual markets, Thu said.

Under Thu’s proposal, the contests would accept entries including articles, videos, photographs and recipes for innovative drinks and dishes made with Vietnamese Robusta.

Selected entries could be evaluated, tasted and introduced to the public, with the most promising concepts being developed into commercial products, he said.

Bringing creative ideas closer to consumers

The contests should welcome small and medium-sized enterprises, coffee businesses, baristas and enthusiasts, drawing ideas from people involved in using and developing products from the beans.

Thu suggested combining online activities with in-person experiences to broaden participation and attract public interest.

He also proposed showcasing new products at coffee festivals in major growing areas such as Dak Lak and Lam Dong provinces, where visitors could sample them and learn about local coffee-growing regions, farmers and cultivation methods.

Vietnam's coffee culture, from the traditional phin brewing method to coffee shops serving as community hubs, could also help promote the country's coffee identity, he said.

Stories about farmers, cooperatives and businesses pursuing high quality, scientific farming practices and sustainable development could help build a stronger international image for Vietnamese coffee.

Building a stronger brand through cooperation

Tran Minh Thang, head of the Trade Promotion Policy Division at the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade, said the industry needed to shift from supplying raw materials to creating greater value from its coffee.

Although Vietnam ships millions of bags of coffee overseas each year, much of it is exported as green coffee beans without a distinct brand identity reflecting its origin and value.

Scale alone is not enough in a market that increasingly values quality and consumer experience, Thang said, stressing the need for cooperation across the coffee value chain.

Golden Robusta, a brand of Golden Coffee, and Ca Mau Petroleum Fertilizer JSC are supporting the “Affirming the Position of Vietnamese Robusta” project, implemented by Tuoi Tre in coordination with the Ministry of Agriculture and Environment.

The project seeks to strengthen the quality, value and international recognition of Vietnamese Robusta through greater cooperation among industry stakeholders.