Building brand name for Vietnam’s coffee

Vietnam is one of the largest coffee producers in the world, earning more than 3 billion USD from the export of coffee bean each year, but the country mainly sells beans as material with low added value. 
A farmer harvests coffee (Photo: VNA)

A farmer harvests coffee (Photo: VNA)

Director of the Rural Development Centre Dao Duc Huan has discussed with the Vietnam News Agency the building of brand name for Vietnamese coffee. 

Huan said Vietnam should base its approach to brand building on its advantages and long-term vision. For example, it can exploit the advantage of specialty coffee growing areas such as Buon Ma Thuot or Son La to establish brand names in connection with geographic indication (GI).

At the same time, the brand building work should go in the direction of high-quality product, based on connections among cultivation-processing and the market. 

According to the official, several ministries and local administrations have adopted policies and measures to establish brand names for specialty coffee through GI protection. At present, Vietnam has had two coffee products with GI, which are Buon Ma Thuot and Son La coffee. 

The Ministry of Agriculture and Rural Development has approved a framework national project on developing high-quality coffee. The project aims to develop a coffee industry from farming to processing. It will encourage the use of new coffee varieties and advanced farming and post-harvest techniques, mechanization and reorganization of production for higher productivity, better product quality, and climate change resilience.   

Huan noted that brand building work is facing many difficulties in the context of the small scale and limited capacity of the local coffee industry. 

He cited the lesson of the northern province of Son La in the field. The province has sought GI and origin protection for all local coffee products from raw beans to roasted and powdered coffee. The protection has provided a firm foundation for businesses to gain a foothold in the domestic market and increase exports. 

Son La has been able to connect processors and growers in the coffee production chain, which facilitate the establishment of stable material growing zones and the application of quality-control standards such as 4C, UTZ in cultivation. 

As a result, Son La coffee, though new to the domestic market, has received good response from the market, according to Huan.

VNA

Other News

Vietnam – one of most attractive destinations for leading US semiconductor companies: expert

Vietnam – one of most attractive destinations for leading US semiconductor companies: expert

Vietnam has built a solid semiconductor and electronics industry before joining ITSI, attracting major US semiconductor companies. Intel Products Vietnam is one of Intel's largest assembly and testing facilities worldwide, while chip design companies such as Synopsys, Cadence, Marvell and Qualcomm have established engineering and research centres in the Southeast Asian country.

Vietnam targets higher-quality FDI under Resolution 10

Vietnam targets higher-quality FDI under Resolution 10

During the first seven months of 2026, Vietnam attracted more than 38 billion USD in registered FDI, up nearly 58% year-on-year. More importantly, the increase was driven by large-scale, high-tech projects rather than a surge in the number of new investments, signalling a significant improvement in the quality of capital inflows.

Manufacturing, engineering drive hiring growth in H1: report

Manufacturing, engineering drive hiring growth in H1: report

Manufacturing and engineering posted the strongest recruitment growth, with hiring demand surging 70% year-on-year, driven by production expansion, supply chain restructuring and sustained investment inflows in high-tech manufacturing.

Government proposes special mechanisms to unblock APEC 2027 projects in Phu Quoc

Government proposes special mechanisms to unblock APEC 2027 projects in Phu Quoc

The projects in Phu Quoc have been implemented under tight deadlines. Since May 2025, the Prime Minister has directed preparations for APEC 2027, including accelerated infrastructure development on the special zone. An Giang province and investors have subsequently launched a number of major projects involving complex technical requirements and demanding construction schedules.

Financial market reform plan targets high, sustained growth through 2045

Financial market reform plan targets high, sustained growth through 2045

The plan seeks to develop a balanced and modern financial market that is closely integrated with regional and global markets, strengthens the mobilisation and allocation of domestic and foreign capital, and enhances the market’s role as a key provider of medium- and long-term capital for the economy and as a major driver of sustained high economic growth.

An Giang aims to become leading maritime economic hub

An Giang aims to become leading maritime economic hub

Under the province's master plan for 2021–2030 with a vision to 2050, An Giang will prioritise investment in five strategic sectors: strategic infrastructure; processing industries and clean energy; trade, services, logistics and border-gate economy; high-quality tourism; and high-tech agriculture, ecological development and the circular economy.

Lien Khuong International Airport set to reopen on August 19

Lien Khuong International Airport set to reopen on August 19

Once operations stabilise, Lien Khuong International Airport in the Central Highlands province of Lam Dong is projected to serve approximately 6,800 passengers a day, nearly 1,000 more than before its temporary closure. Passenger throughput during the final four months of 2026 is forecast to reach around 816,000.

Global buyers turn to Ho Chi Minh City for sourcing

Global buyers turn to Ho Chi Minh City for sourcing

The growing number of international retailers and importers choosing Ho Chi Minh City as a sourcing destination underscores the city's transformation from a trade promotion venue into a regional procurement hub.

PM's conclusions set to clear bottlenecks, spur corporate growth

PM's conclusions set to clear bottlenecks, spur corporate growth

The PM called on the business community, business associations and the Vietnam Chamber of Commerce and Industry (VCCI) to strengthen self-reliance, innovation and competitiveness by improving governance, adopting advanced technologies, enhancing product quality and using capital more efficiently.

Incentive policies for high-tech agricultural zones

Incentive policies for high-tech agricultural zones

Under Decree No. 263/2026/ND-CP, qualified projects are given priority to participate in State support programmes as well as funds and policies on research and development, technological innovation, technology transfer, human resource training, investment promotion and trade promotion.