Coming to Da Lat city, tourists are not only lured by the beautiful scenery and wonderful climate, but also persuaded by unique cuisine, among which is artichoke tea, a medicine and a specialty of Da Lat city in particular and of Lam Dong province in general. Da Lat Artichoke tea has made further steps to reach nationwide customers and many overseas countries including America, Canada and Japan, beside traditional communication space at families, offices, restaurants and hotels.
All Da Lat people and tea producing enterprises agree to attribute their efforts to establish a brand name for Da Lat artichoke tea to the famous tea maker Nguyen Thi Loc, Chairwoman of Ngoc Duy Tea Limited Company, the pioneer in making artichoke tea bag.
Positioning the brand name of Artichoke tea bag
Ngoc Duy Artichoke Tea Limited Company was founded in 1990 under the brand name of Ngoc Duy Artichoke Tea enterprise and the management of Ms Nguyen Thi Loc. She has successfully renovated and applied the Lipton tea making process into producing Artichoke tea bag, giving birth to Vietnam’s artichoke tea bag making.
After years of continuous investment in renovating the production process and product design, Ngoc Duy artichoke tea bag product has crossed the border of Da Lat and made its entrance to the whole domestic market. At the end of 1992, 15,000 boxes of Ngoc Duy artichoke tea bag were exported to Taiwan, paving the way for Ngoc Duy to affirm its brand name and expand its market segment in both domestic and overseas markets. Mr Nguyen Pham Ngoc Duy, Director of the company, says that in the artichoke tea bag industry, Ngoc Duy holds 30-35 percent of domestic market share and it has established a firm standing in the US and Canadian markets. Pursuing the motto “Quality is a competitive advantage”, it has always actively controlled the whole process from surveying customers’ demand and markets, approaching modern technology and investing in initiatives to renovate technology to suit local production. Furthermore, in order to compete with other enterprises in the same industry and maintain its position in domestic and international markets, Ngoc Duy accelerates research with a view to diversifying product range and model; and invests tens of billions of dong in advanced equipment to churn out high quality products which meet ISO 2002 standards.
The company also pays attention to investing in and developing material growing area according to hi-tech production process, to establish a sustainable and high quality material source. Out of 80 hectares of artichoke currently grown in the whole province, Ngoc Duy accounts for 30 hectares. Mr Duy affirms that with a sustainable material source and modern production technology, the brand name of the company will surely be known.
Essence of Da Lat tea culture
Besides consolidating the development of the key product, the artichoke tea bag, Ngoc Duy has focused on accelerating research to develop various medical tea bag products based on the abundant material sources available in the province. Ms Trinh Thanh Hang, a tourist to Da Lat, shares that “I have great passion for tea culture enjoyment. Thanks to Ngoc Duy, I’ve had the chance to discover a lot of tea tastes of Da Lat. Ngoc Duy tea gives me a very special impression. Each type of tea has its own taste but shares the common feature: climate, land features, passion and tea making talent harmonize in each product made by Ngoc Duy.”
Thanks to tireless endeavours to improve product value and brand name, Ngoc Duy’s turnover witnesses increasing growth. Its export turnover makes up 30-35 percent of total turnover. The annual budget payment to the State keeps increasing. Living standards and fringe benefits for the company’s employees are getting better and better. The enterprise prides itself on being awarded with certificate of merit from the provincial People’s Committee. At international agricultural market fairs, Ngoc Duy artichoke tea products win gold medals. In 2000, the company got the invitation from the International Tea and Coffee Association to participate in the international market organized in Singapore. In 2003, it won the gold cup for Vietnamese goods integrating global economy and the crystal cup for prestigious brand name in Vietnam. In 2005, Ngoc Duy was presented the “Vietnam Gold Star Award”.
Vietnamese
