Vietnam pushes to build global brand value for Robusta coffee exports

Vietnam is taking steps to shift its Robusta coffee industry from bulk green bean exports toward higher brand recognition in international markets, according to Vietnam.vn. Although the country is a major global supplier of Robusta, industry leaders are seeking to connect raw material regions directly with processing, product development, and trade promotion. [1]

Vietnam.vn reported that Vietnamese Robusta is widely integrated into the global supply chain, primarily for instant coffee, espresso, and blended products. However, because exports consist mostly of raw green coffee beans, foreign consumers often do not recognize the origin of the coffee, leaving businesses focused mainly on raw bean quality and pricing. [1]

As FTMQ Food reported earlier, Vietnamese exporters are targeting specialty Fine Robusta to boost revenues toward 10 billion dollars, following a record export milestone of nearly 9 billion dollars. Farmers who produce Fine Robusta can increase their incomes by 1.5 times by harvesting ripe cherries at the proper time. Vietnamese iced coffee traditionally utilizes dark-roast Robusta grounds brewed through a metal filter called a phin over sweetened condensed milk and ice. [2][3]

To improve market positioning, Vietnam.vn stressed that the industry must secure direct benefits for coffee growers while developing processed products. As FTMQ Food reported earlier, the Chairman of VICOFA emphasized that expanding deeply processed and specialty coffees remains essential to sustain long-term growth. [1][3]