VINACAFE - Natural Taste Goes Abroad

VINACAFE - Natural Taste Goes Abroad

Vinacafe is currently one of Vietnam's leading coffee exporters, accounting for over 50 per cent of the local instant coffee market share. The product's prestige in the world market is based upon the quality of its product plus the combination of modern and traditional production technologies. These factors have made Vinacafe's annual average growth reach 20.25 per cent in the last seven years, according to Vu Trung Toan, chief of Northern branch of the Bien Hoa Coffee Plant. 

Vinacafe, produced in Bien Hoa Coffee Plant (an affiliate of Vietnam Coffee Corporation), is recognised as a famous coffee trademark of Vietnam. Being a "Taste of Nature", Vinacafe presents the characteristic flavour of the Bazan Plateau in the central highlands, and a unique method of manufacture.

The plant was opened by the French in 1969 and began pilot operations in 1974. It was named Coronel and managed under modern European standards. Consumers enjoy Vinacafe because it was developed by those who understand European cafe culture. After extensive market research and honing of production techniques, Vinacafe has increased its production from 80 tonnes to 120 tonnes per year. In April 2001, it purchased a US$10 million production line from Denmark with a capacity of 1,000 tonnes per year, ten times the current capacity and the largest in Vietnam at the time.

Vinacafe's major customers are the US, Australia, Thailand, Canada, the Czech Republic, China, Hong Kong, Taiwan and Poland. The stable growth of Vinacafe has helped to make Vietnam one of the world's largest coffee exporters. In 1998, the country exported around 400,000 tonnes, accounting for 7.7 per cent of the world's coffee export output, ranking third in world coffee exports (after Brazil and Columbia) and ranking first in Robusta export alone. The plant has turned out hundreds of coffee varieties under the trademark of Vinacafe. In addition, it has recently introduced a nutrient cereal powder and 4 in 1 ginseng cafe.

Vinacafe has been chosen by Vietnamese customers as "Vietnamese-made goods of high quality" and has ranked in the top five most favoured local products for seven consecutive years. This year it continues to triumph, winning the 2004 Vietnam Golden Star for its four products. It is seen as an "outstanding firm" in the local food and beverage industry as it has won the prize for two consecutive years (2003-2004).

It plans to build another plant with triple its existing capacity (around 3,000 tonnes per year) with total investment of US$30 million to boost domestic consumption and export sales.

• Kim Phuong