Creating a "National Brand" for Vietnam's Robusta Coffee

The Vice President of the Vietnam Coffee-Cocoa Association, Cai Ru Xie, stated that Vietnam is currently the world's largest producer and exporter of Robusta coffee, with an annual production exceeding 1.8 million tons. Vietnam's Robusta coffee benefits from ideal natural conditions, large-scale production, concentrated raw material areas, and stable supply capabilities. A trade promotion ecosystem consisting of multiple competitions, exhibitions, and domestic and international promotion activities has already been formed. However, to date, Vietnam's Robusta coffee has not yet had an official "national brand" and lacks a unified promotion strategy, and has not yet occupied its rightful place on the world coffee map.

Therefore, the Vietnam Coffee-Cocoa Association suggests that the World Specialty Coffee Organization and Trans-Pacific Partners support Vietnam in establishing Vietnamese commercial Robusta coffee standards and issuing corresponding international certifications; assist in formulating a national promotion strategy, including product positioning, brand recognition systems, and origin stories; and cooperate in holding international trade promotion activities, particularly by setting up a "Vietnamese Robusta" themed booth at the Specialty Coffee Association Expo (SCA Expo).

The Vice Chairman of the Dak Lak People's Committee, Nguyen Thien Van, believes that Vietnamese specialty Robusta coffee has all the potential to become the new symbol of world coffee, relying not only on production volume but also on quality, a sense of responsibility, and cultural stories. Vietnam not only exports coffee but also hopes to introduce the values, characteristics, and creative spirit of Vietnamese coffee growers to the world. Under the cooperation of the World Specialty Coffee Organization, Trans-Pacific Partners, and the international community, we can jointly create the "Vietnamese Robusta" (Vietnamese Robusta) brand, ensuring that Vietnamese coffee beans receive their due value, are continuously promoted, and are loved by the whole world. (End)