Vietnam Aims to Improve Coffee Supplier Reputation
September 25, 2012
When most people think of coffee they do not usually think of Vietnam. But, this year the Southeast Asian nation surpassed Brazil as the world's biggest coffee exporter. Almost all are robusta beans - a lower quality, higher-caffeine variety used to make espresso and instant coffee.
Vietnam's largest coffee company, Trung Nguyen, wants to change the country's reputation as a cheap coffee bean supplier. Chairman Dang Le Nguyen drinks 10 cups a day and wants others to do the same to raise low domestic consumption and coffee culture.
"We have the quantity and quality of robusta, which is number one in the world. But, we are lacking one thing that is the packing industry, display industry, and storytelling industry, to make the world understand exactly what the world needs," he explained. "Vietnam should be a great nation, not only in quantity."
Vietnam's style of coffee preparation was influenced by the French, who introduced the bean to the former colony. But the industry has only taken off in the past few decades and its coffee culture is relatively unknown abroad.
American English teacher John Owens has come to enjoy the strong flavor of the local drip brew.
"I had never heard about it until I came here," Owens says. "I do not think they market it, or they brand it. I think they put it with other coffee."
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