Nutifood launched its fresh iced milk coffee in 2018. (Photo: cafef.vn) Hanoi (VNA) – Vietnam will process more than 25 percent of its totalcoffee beans by 2020 to increase the value and build brands for Vietnamesecoffee products, according to the Ministry of Agriculture and RuralDevelopment’s Processing and Market Development Authority (AgroTrade).
The country targets to raise the output of roasted coffee to 50,000 tonnes, andinstant coffee to 255,000 tonnes each year.
Expertssaid that Vietnam boasts huge potential for instant coffee production as demandis increasing in markets with large young population, while 20 coffeeprocessing plants are being constructed in the nation with a combined capacityof 75,000 tonnes of coffee annually.
The Vietnam Coffee-Cocoa Association (VICOFA) said that more enterprises nowinvest heavily in intensive processing after seeing it important to developingcoffee brands and increasing added value for their products. Besides, they havepaid due attention to promotion campaigns to expand both domestic and foreignmarkets.
Nutifood Nutrition Food JSC has risen to stardom after it launched variousprocessed coffee products including fresh iced milk coffee in 2018. Later, thefirm joined hands with the martial arts organization Vovinam World Federationand the Vietnam Cuisine Culture Association to popularise Vietnam’s coffeeculture to the world.
Most rececently, the firm and golflegend Greg Norman – Tourism Ambassador of Vietnam for 2018-2021 – inked a cooperationdeal on March 20 to bring made-in-Vietnam coffee closer to foreign customers.
Under a memorandum of understanding inkedbetween the two sides, they will set up a joint venture named Greg NormanNutiFood based in New York.
The Vietnamese firm will be in charge ofresearching, producing and distributing coffee products, while Norman willprovide the copyright and licenses for this joint venture to use his brand,images and “The Great White Shark” logo on NutiFood’s coffee products.
This joint venture will also open Greg NormanNutiCafé coffee chains in Vietnam and other Asian countries first, beforeexpanding to the US.
It aims to make use of NutiFood’s research andproduction strengths along with Norman’s international prestige to help Vietnamesecoffee, especially iced milk coffee, stretch its reach to the world.
Vietnamese instant coffee has been present in 70 countries and territories.Many products have hit the shelves of Walmart in Chile, Brazil, Mexico andChina. Vietnam is now the world’s 5th largest coffee exporter,following Brazil, Indonesia, Malaysia and India.-VNA
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