Trung Nguyen Coffee: Aspiration of Raising Vietnam Coffee Value

 

The Trung Nguyen coffee started in 1996 in Buon Ma Thuot city - the metropolis of Vietnam’s coffee. To reach the number one position in the Vietnamese coffee market nowadays, Trung Nguyen had to compete against lots of well-known trademarks from the world, particularly the US’s Starbucks of the world’s biggest coffee corporation. Surprisingly, Trung Nguyen coffee franchising agent in Japan succeeded to fix a cup of Trung Nguyen coffee at price which is 50 per cent higher than that of Starbucks and 25 per cent than those of other domestic coffee trademarks. This success has been very significant to make Trung Nguyen coffee a Vietnamese symbol in the world, which will refer the country’s culture via design and service manner.  

 

To be successful in business, any coffee traders need to concentrate three factors: the quality of products; strong trademark and perfect distribution system. The Trung Nguyen has gained all the three factors, with the trademark recognized as the most important one. The Trung Nguyen’s leadership has, from the first, been aware of the importance of trademark which is the most public, transparent and sustainable commitment for the quality and prestige. For that very reason, the Trung Nguyen logo has showed its aspiration. The image of arrow in the logo is stylized symbol of communal house in the central highlands where is the origin of Trung Nguyen coffee.

 

The upward arrow shows an aspiration of conquering and developing while three white lines stylize upstairs of the house on stilts, manifesting the wish of maintaining the central highlands culture. The white color symbolizes the purity, representing the company’s pledge of food safety, while the brown is chosen as the main color because it is the specific color of coffee and color of soil, of the nation’s original point. With the idea, the Trung Nguyen aims to provide cultural values, create for initiatives and bring humans to the beauty and charity.       

 

By building and developing the trademark, so far the Trung Nguyen has become a group specialized in high-grade roasted coffee products, G7 instant coffee and Trung Nguyen coffee. Its products have appeared in almost all provinces and cities in Vietnam and 55 countries in the world. The Trung Nguyen also affirmed its leadership role via researching and introducing new products and models. Recently, the group has introduced an instant coffee product for women namely Passiona in order to meet the demand of female consumers accounting for half of population. Vietnam’s domestic consumption output of coffee, thus, is capable to compete with those of the world’s leading coffee production nations, standing at 25.16 per cent.

 

Being one of pioneers of applying the franchising model in Vietnam, so far Trung Nguyen has had a network of over 1,000 franchising coffee bars nationwide and those in other countries such as the US, Japan, Singapore, Thailand, China, Cambodia and Poland. The franchising business manner has helped the Trung Nguyen to rapidly affirm its status at the domestic market and penetrate international markets, facilitating the aspiration to compete and exceed the global trademarks like Nestle, Starbucks…

 

With 170,000 hectares of coffee, Dak Lak province is considered to be among coffee cultivation regions with the highest capacity in the world and contribute to bring Vietnam’s coffee output to the second position (Robusta ranking the first). Most of districts in Dak Lak are in cultivation of coffee, but Buon Ma Thuot is the coffee metropolis of the province. Thus, Buon Ma Thuot coffee is well-known in the world and the place is recognized as Vietnam’s coffee region.

 

Chairman of the Trung Nguyen Coffee Dang Le Nguyen Vu has introduced the project “Global coffee metropolis” with a wish to build Buon Ma Thuot into a paradise of billions of coffee addicts in the world. The government and Dak Lak authority have appreciated the project one main one in the sustainable coffee development program. The project’s first purpose is to build the world’s leading national coffee trademark and turn Buon Ma Thuot into the global coffee metropolis. With its mean, the project shows the aspiration of occupying the coffee power country position and introducing Vietnam’s art of coffee plantation, processing and culture to the world.

 

The project is proposed to carry out on the M’Drak plateau at the height of 400-500 metres with total area of 2,000-3,000 hectares. The global coffee metropolis is supposed to ensure harmonic ecology on the basis of green and clean agricultural production. The project includes material components such as coffee park; museum, research centers, herb gardens and immaterial components like resort and spa sites, public tours and so on. Particularly, cultural and artistic activities which are full of central highlands characters like gongs, coffee blossom festival are important factors to create the attraction to international coffee addicts.

 

Chairman Dang Le Nguyen Vu said after two years of promoting, the “Global coffee metropolis” project has got a long progress in changing the awareness. If turning Buon Ma Thuot into a global coffee metropolis, Vietnam’s coffee export turnover will not stand at US$2 billion per year because the world’s annual coffee consumption reaches nearly US$100 billion. The Trung Nguyen is going to start the global coffee centre in Suoi Xanh area. Vu believed that if being invested and cared appropriately, the global destination title is not only for Dak Lak with the strength of coffee, but also for other places across Vietnam like Ha Long, Nha Trang, Phu Quoc, Lam Dong and Da Lat. 

 

With the gained achievements, Chairman Nguyen Vu in general and the Trung Nguyen group in particular have contributed to bring coffee nuts which imbue with sweats of Vietnamese growers to more foreign countries, conquering the world market with its own sapid and taste flavor.