3-star OCOP coffee from the Dam Rong region.

Nguyen Thanh Phu (Ro Men commune, Dam Rong district) has concretely demonstrated his love for the land he has been attached to since the early days of hardship with his roasted and ground coffee product, which has been recognized as a 3-star OCOP product under the HUSA brand.

Mr. Nguyen Thanh Phu hopes to establish links with farmers to enhance the value of coffee.

According to Mr. Phu's explanation, HUSA is an abbreviation of Huong Sang - the name of his parents and also a familiar name to many people in Dam Rong. Besides their agricultural product purchasing business, Mr. and Mrs. Huong Sang also own a free ambulance service that has been operating in the area for many years.

Mr. Phu recounts that ever since he settled in Dam Rong in 2008, the image of coffee plantations blooming white on the hillsides has been deeply ingrained in his mind. During harvest season, each ripe, juicy red berry carries a distinctive aroma unlike any other ripe fruit. Therefore, when he began his business, Mr. Phu aspired to produce delicious coffee beans that embodied the unique characteristics of the Dam Rong mountains and forests – a land that has sheltered and protected not only his family but also the entire community of ethnic groups with rich cultural identities.

The process began with him personally selecting ripe coffee beans from thousands of bags of coffee purchased from farmers. According to Mr. Phu, the coffee in this region is relatively clean because for many years the farmers have used simple farming methods, without overusing fertilizers or chemical pesticides. Because of this, the coffee yield isn't high, but in return, the old coffee varieties produce high-quality coffee, which is favored by coffee connoisseurs everywhere.

To realize his dream, Mr. Phu decided to invest hundreds of millions of VND to buy a roasting machine, attend roasting courses, and then experiment on his own to produce his first products. He wasn't entirely confident in his initial products, so he mainly gave them away to friends and relatives to try. “I didn't dare sell the first batches; instead, I sent them to friends who grow coffee in Dak Lak and other places for evaluation. We've been in the agricultural supplies business for many years, so we understand the coffee cultivation process very well. Seeing some people coming to buy fresh coffee for processing, and being a local unit knowing which farms produce quality coffee, I truly hope to develop specialty coffee so that Ro Men and Dam Rong can have a reputable coffee brand worthy of its quality,” Mr. Phu hoped.

Despite having worked in the coffee industry for many years, according to Mr. Phu, when he ventured into roasted and ground coffee, he almost had to learn everything from scratch. He also understands that building a brand of roasted and ground coffee is very difficult, requiring a long journey to create a good product and establish a place in the hearts of consumers. From carefully selecting evenly ripened coffee beans combined with a special roasting formula and method to create a ground coffee product with a rich aroma and a full-bodied flavor, along with a lingering aftertaste.

After two years in the coffee roasting market, HUSA coffee has gradually secured stable orders. Although the quantity is not yet large, according to Mr. Phu, these are positive signs from a market that seemed saturated in recent years, especially with the boom in specialty coffee. Therefore, instead of focusing on profit from the outset, he is concentrating on improving the quality of ground coffee, perfecting the factory system to meet safety and technical standards, and building a safe raw material area by expanding partnerships with local farmers to provide customers with the best coffee experience.

Ms. Vu Thi Kim Dung, Vice Chairman of the People's Committee of Ro Men commune, said that coffee is one of the main crops in the commune and its acreage is gradually expanding through the conversion of less efficient crops. With simple cultivation methods, the quality of the coffee beans is highly rated, with a naturally delicious aroma. The addition of another recognized local specialty product will diversify coffee-based products, contributing to affirming the position of Dam Rong in the market.

Source: https://baolamdong.vn/kinh-te/202504/ca-phe-ocop-3-sao-tu-vung-dat-dam-rong-2a34ce4/