Specialty coffee conquers demanding markets

This product line is gradually conquering demanding markets around the world, bringing high economic value to producers.

Fine Robusta coffee is priced much higher than regular coffee because the production process, processing and preparation methods are all strictly implemented to meet the screening conditions of the Specialty Coffee Association (SCA) for quality at each stage. When reaching 80 points or more, the product is called Fine Robusta coffee.

Building a Fine Robusta production and processing network

Joining the “wave” of specialty coffee, recently, many businesses and cooperatives have focused on investing in building production and processing networks to penetrate potential export markets. Among them, Japan - a market considered the most demanding - is gradually being conquered by these products.

Glar Agricultural Production-Trade and Service Cooperative (Glar commune, Dak Doa district) processes specialty coffee. Photo: VT

Ms. Nguyen Thi Nga - Deputy Director of Nam Yang Agricultural and Service Cooperative (Nam Yang Commune, Dak Doa District) shared: "To create specialty coffee beans, the production process requires strictness from garden care to harvesting, processing, roasting, and preservation, which must meet SCA's screening conditions.

We always adhere to the goal of organic production in order to create environmentally friendly products. During the harvesting process, we select ripe fruits, clean them with water to remove impurities and poor quality fruits.

Then the drying process is strictly controlled, applying the fermentation process with native microorganisms. This is the absolute characteristic of the flavor. The Dak Yang Fine Robusta coffee product of the Cooperative has a lingering, rich flavor, sweet aftertaste, becoming the ideal choice for coffee lovers.

Glar Agricultural Production-Trade and Service Cooperative (Tuoh Klah village, Glar commune, Dak Doa district) processes high-quality coffee beans to participate in the scoring of specialty coffee. Photo: Vu Thao

Currently, coffee enterprises and cooperatives always aim to link up to develop green-clean-sustainable agriculture to create a source of consistent quality products for export. This is reflected in production methods to preserve biodiversity, reduce the amount of fertilizers and chemicals that affect health and the environment.

At the same time, research efforts are being made to increase the value of Robusta coffee beans through the processing of specialty coffee. Many businesses and cooperatives also invite experts to organize specialized classes on specialty coffee to guide production methods and techniques.

Mr. Luu Vinh Quang - Deputy Director of Tam Ba Production and Service Company Limited (Pleiku City) said: "Vietnam ranks second in the world in coffee export. But the world only knows that Vietnam produces raw coffee. At that time, I thought I had to research and learn deeply about Fine Robusta to increase the value of coffee beans.

Therefore, in the past 3 years, from the 200-hectare raw material area produced according to organic processes, the Company has begun to focus on processing high-quality coffee to increase product value and seek export markets, including the Japanese market.

And to have the first shipment exported to Japan according to the correct standards, right from the care process, the partner sent people to strictly inspect, then when harvesting, processing and packaging, they also closely monitored.

According to Mr. Quang, the superiority of organic agriculture over traditional agriculture is sustainability, environmental protection and biodiversity. In particular, certified organic products will have much higher value. Organic coffee has many advantages in penetrating demanding markets such as Europe (EU), the United States, Japan, etc. Currently, Tam Ba has exported green coffee beans to Germany, Poland, Singapore, Japan; and roasted and ground coffee to the United States.

Aiming at a demanding market

Some businesses in Gia Lai have begun to research and export specialty coffee to demanding markets, especially Japan, and have received positive feedback from partners.

Mr. Nguyen Tien Dinh - Director of Vietnam United Coffee Joint Stock Company (VCU) in Chu Prong town said: The most difficult problem when bringing Vietnamese coffee to the world is persistence. Because when interacting directly with the Japanese, he understood their culture better and realized that this is a large market with great potential but requires patience in introducing products.

During the Specialty Coffee Exhibition in Tokyo (Japan) in October 2024, VCU brought Fine Robusta and Arabica Specialty coffee lines. The event attracted many large businesses and corporations in the coffee industry in participating countries. Thousands of visitors visited the booth and enjoyed Vietnamese coffee.

Here, the VCU team also heard the sharing of some coffee producers. Previously, they rated the quality of Vietnamese Robusta coffee as not high. However, when they came to the VCU booth, they were surprised because the flavor and quality were not as bad as they had long thought.

To create specialty coffee beans, the production process requires strictness from garden care to harvesting, processing, roasting, and preservation, all of which must meet SCA's screening conditions. Photo: Vu Thao

“VCU can affirm that coffee farmers in Vietnam have the right to be proud of the coffee beans that they invest in planting, caring for and combining techniques that are in line with the world's common standards, meeting the demand for processing specialty coffee in particular as well as appropriate levels in the world coffee industry in general,” said Mr. Dinh.

The unique flavor and quality of specialty coffee products have created trust and love from customers. However, to conquer these markets, businesses must make efforts in research to ensure that products are suitable for the needs of each market and improve quality, increase competitiveness for products as well as build brands.

The Deputy Director of Nam Yang Agricultural and Service Cooperative said: After receiving organic certification from the US (USDA) and EU, the cooperative's products have been well received by domestic and foreign customers. A number of foreign partners have visited the cooperative's factory to visit and learn about the production and processing of Dak Yang Fine Robusta coffee. This is a good opportunity for the product to reach further.

To produce specialty coffee, the harvesting process requires meticulous selection of each ripe fruit. Photo: VT

Gia Lai strives to develop the specialty coffee area to more than 2,340 hectares by 2030, accounting for 2.4% of the province's total coffee area.

“In our branding strategy for specialty coffee, we don’t just stop at introducing products, but also create value and emotional connections with customers.

In some product promotion programs abroad, we always tell the story and passion of making the product. From the meaning of the name in Bahnar, Dak means water, Yang means god, coffee beans are nourished by the water of the god. The pure organic farming method will produce coffee beans with a special flavor. That is the passion and ambition of the farmers who make this product" - Ms. Nga said.

Mr. Doan Ngoc Co - Deputy Director of the Department of Agriculture and Environment - informed: Currently, many enterprises in the province have focused on investing in building a sustainable coffee production and processing network and a part of specialty coffee products to export to major markets such as the US, EU, Japan... This requires producers to go from the stage of care, good control of pesticide residues, harvesting a rate of ripe coffee reaching 80-95%, to the technology of preliminary processing, preservation and processing into finished products.

After successfully testing organic care on a number of coffee gardens, many producers, cooperatives, and businesses have begun processing specialty coffee to increase the value of the product by 1.5-2 times compared to conventional processing methods. This approach gradually increases the value of the product, creating new opportunities for the Gia Lai coffee industry.

Source: https://baodaknong.vn/gia-lai-ca-phe-dac-san-chinh-phuc-thi-truong-kho-tinh-246514.html