Another solution, according to Mr. Binh, is to increase production and processing of specialty coffee. If the price of regular coffee is 4,000 USD/ton, the price of unroasted specialty coffee is at least 6,000-8,000 USD/ton. Therefore, businesses that produce and process specialty coffee should be supported to enhance the value of coffee beans.
Need to invest in building and promoting the Vietnamese coffee brand
Talking about the domestic coffee picture, Mr. Do Ha Nam, Chairman of the Board of Directors and General Director of Intimex Group Joint Stock Company, assessed that in the 2022-2023 crop year and the beginning of this year, Vietnam’s coffee export turnover increased. Impressed by the record high selling price, reaching 100,000 VND/kg.
While a long time ago, coffee prices could not surpass the threshold of 50,000 VND/kg, many farmers cut down coffee to plant other crops. At the beginning of this year, coffee prices increased sharply, making it difficult for businesses to buy coffee for export.
With the current coffee market developments, Mr. Nam affirmed that the export turnover target of 5 billion USD/year is within reach.
“In fact, Vietnamese coffee is an irreplaceable product in the European market. We tried buying coffee from other countries to make instant coffee but could not get the taste of Vietnamese instant coffee. The world market does not accept it,” Mr. Nam shared.
Mr. Do Ha Nam: The target of export turnover of 5 billion USD of coffee in 2024 is within reach.
Regarding the story of branding, according to Mr. Nguyen Duc Hung, Director of Napoli Coffee Import-Export Production Trading Joint Stock Company, on average each province and city in our country has about 100 coffee businesses; Ho Chi Minh City alone has about 2,000 businesses.
Mr. Hung has traveled to many countries and noticed that very few Vietnamese coffee brands are sold. Compared to Thailand and Malaysia, the market coverage of Vietnamese coffee businesses is limited. “In addition to policy support, businesses themselves must promote international marketing to develop their brands,” Mr. Hung noted.
Meanwhile, Mr. Gruber Alexander Lukas, representative of the Alambé Finest Vietnamese Coffee brand, said that if Vietnam wants to achieve a coffee export turnover of 5 billion USD/year, “don’t commoditize coffee but personalize it.” ”.
According to him, Vietnamese coffee is famous for its quantity and cheap price. Therefore, it is necessary to invest in building a brand, creating unique quality, classifying from standard to premium… to export coffee with added value.
From a management perspective, Mr. Le Thanh Tung, Deputy Director of the Department of Crop Production in charge of the South (Ministry of Agriculture and Rural Development), to improve competitiveness in the international market, Vietnam needs to have a systematic strategy on developing Developing high quality coffee.
Our country currently has about 660,000 hectares of coffee growing land. Of which, specialty coffee accounts for only 2% of the area, concentrated in Lam Dong, and organic coffee accounts for 3% of the area.
Therefore, the upcoming solution, according to Mr. Tung, is not only a matter of technique, processing, and market development, but also how to harmonize the interests between producers and exporters to promote the value chain for nuts. coffee.