Creating supply and stimulating demand for Muong Ang coffee products

Looking at the coffee fields with high productivity but continuously falling prices, the income of the people completely dependent on traders, after much consideration and market research, Ms. Tran Thi Thu Hai boldly discussed with her husband, opening a factory to produce finished coffee to supply the market. This is considered a bold step of the Deputy Director in charge of business of Hai An Company Limited (Muong Ang district, Dien Bien province).

- Reporter: What motivated you to devote all your heart to Muong Ang coffee?

Ms. Tran Thi Thu Hai : For a long time, Muong Ang has been known as the coffee granary of the Northwest. However, in reality, some years the coffee harvest is good but the price is low, while others have good prices but the harvest is bad. Knowing that traders are forcing down prices, growers cannot help but sell because raw coffee cannot be stored for long. Witnessing this, I struggled with the question:

Why are we in the raw material area but not making coffee? Knowing my idea, my husband was very supportive. So since 2015, my wife and I's Hai An Company Limited, which specialized in trading office supplies and equipment, has switched to the field of producing finished coffee products, with the desire to increase the value of Muong Ang coffee trees.

- Reporter: During the process of starting a business, what was the biggest obstacle for you?

Ms. Tran Thi Thu Hai: Currently, I receive a lot of support from the Business Association and the local Women's Union. However, in the early days of establishing the company, like many other business start-ups, enthusiasm and creativity were always ready but capital was limited.

Besides, the output for the product is a big problem. Therefore, in the first years of production and market access, I was cautious in taking small steps to both learn and gain experience.

- Reporter: When talking about coffee, people often think of the "capital" of the Central Highlands. How can you bring your products to the market?

Some Hai An coffee products

Ms. Tran Thi Thu Hai: It is true that the coffee market is "a hundred flowers blooming". However, due to the characteristics of soil and climate, Muong Ang coffee has a special flavor, different from the coffee of other localities. In order to develop our homeland's coffee trees, we focus on promoting and emphasizing the unique flavor of Muong Ang coffee.

The first thing we do is to create trust from customers. When customers trust, use and love our products, that is an important step into the domestic coffee market. To promote trade, we participate in many local and national product promotion programs.

Recently, we brought our products to participate in the "8th Central Highlands Coffee Festival"; participate in fairs, conferences...

At the Dien Bien OCOP Product Fair (held within the framework of the "Women of the whole country turn to Dien Bien" series of activities in early March) and the 2024 Ban Flower Festival, our products were widely welcomed by customers and received good feedback. That is the motivation for us to continue to strive.

Along with strategic activities, I am very active in tiktok, livestream, and online sales. There are many customers who only order 1 bottle of salt coffee, 1 box of instant coffee, we also "ship" the goods enthusiastically and thoughtfully.

- Reporter: What initiatives have you had to develop your Muong Ang coffee brand?

Ms. Tran Thi Thu Hai: With the motto "creating supply, stimulating demand", to meet all customer needs, we constantly diversify our products. Currently, in addition to pure ground coffee, we also process instant coffee, salted coffee, paper filter coffee, black instant coffee...

In addition, we are also paying attention to building a chain of local coffee shops to retain local customers and reach tourists when coming to Dien Bien.

- Reporter: Thank you for sharing!

Readers interested in the product can contact the following address: Hai An Company Limited, Residential Group 6, Muong Ang Town, Muong Ang District, Dien Bien Province. Tel: 0973052368; Facebook: Tran Thi Thu Hai, Hai An Coffee

Source: https://phunuvietnam.vn/tao-cung-kich-cau-san-pham-ca-phe-muong-ang-20240522172958551.htm