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This young man has big ambition for Vietnamese coffee

This young man has big ambition for Vietnamese coffee

Tuesday, April 12, 2022, 10:13 GMT+7
This young man has big ambition for Vietnamese coffee
Pham Hoai Nguyen Anh has a lot of love for Vietnamese coffee. Photo: C.Trieu / Tuoi Tre

Pham Hoai Nguyen Anh, founder of Anh Coffee, works as hard as he can to make Vietnamese coffee an ambassador for tourism.

Although he was born in Dak Lak Province, dubbed the land of coffee in Vietnam, Anh became seriously interested in coffee as a sophomore at Tay Nguyen University. 

Coffee all the time

He initially applied for a job at coffee farms in Ea H’leo District in Dak Lak, much to the coffee farm owners’ surprise since they could not pay him and he was not asking for a salary.

He then traveled to India, Indonesia, Colombia, and even Mexico to learn more about their coffee. 

With a strong desire to further understand coffee, and especially the effective coffee industries of nations around the world, Anh set no limit on what he learned.

After researching documents and gaining knowledge from coffee farmers, he found out a key point explaining why Vietnamese coffee’s value always falls behind. 

Anh even worked as a coffee seller to understand the market as well as customers' behaviors and favorites.

In the peak time, he stood 15 hours a day to sell his products.

Anh noted down all very clearly from which coffee beans that are popular to ways of making different kinds of coffee and flavors when they are combined. 

“Most farmers know that the best coffee beans are the ripe ones that have a stronger fragrance and tastier flavor," Anh said.

"However, as coffee traders do not ask for the best beans, farmers collect all of them from green to red to save costs."

Raising coffee value

Anh often tells himself if something is wrong, fix it.

He imparted all he had learned about coffee in foreign countries to coffee farmers in Vietnam.

At the same time, he sought the help of his family and partners to support his coffee dream. 

“It is not easy to convince the local farmers to change their mindset," Anh admitted.

"At this time, I have nothing but an enthusiasm for Vietnamese coffee." 

After quite a long time, Anh also received the first quality ripe coffee beans.

However, he faced a new challenge -- a coffee fermentation recipe.

It took him half a year to create a satisfying method.  

Costs for collecting the ripe coffee beans are much higher than those for the regular ones, which elevates their purchase price.

“It was difficult for me to make a decision at that time because there were many coffee giants offering lower prices,” Anh divulged. 

Currently, he has a 5,000-hectare coffee farm in En H’leo District. He buy coffee beans that have to be clean, ripe, and fermented as per Anh Coffee’s standards.

Anh Coffee is always 30-40 percent more expensive the market price. 

Anh Coffee Company is operating a 3,000-hectare production facility and a warehouse with a storage capacity of 1,500 metric tons of coffee. 

It has provided tons of coffee for the market. The company’s production process follows international standards from materials and processing to packaging.

“Many foreign partners from the U.S., Australia, and Hong Kong offer me a high price but I want it to be higher, at least equal to that of other countries because Vietnamese coffee is by no means worse than their beans,” said Anh.

Coffee tours

To help customers learn about his coffee products, Anh hosts tours of Anh Coffee’s production facility.

During such tours, visitors will be able to select their favorite coffee beans, make coffee by themselves, and enjoy the drink. 

“I expect these tours to help customers understand the coffee value, thereby well positioning the Vietnamese coffee brand [to compete on the market] and making it a tourism ambassador,” Anh said. 

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Vuong Anh - Cong Trieu / Tuoi Tre News

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