The general director of Trung Nguyen, one of Vietnam's leading coffee brands, expressed confidence in competing with other companies in foreign markets, and those trying to establish a foothold in Vietnam, especially Starbucks.
 |
| Dang Le Nguyen Vu, General Director and CEO of Trung Nguyen Coffee |
According to Dang Le Nguyen Vu, General Director and CEO of Trung Nguyen, coffee is one of Vietnam's strengths and deserves to be focused on.
Despite the fact that coffee is one of the most popular beverages in Vietnam, the profit generated from foreign markets was only about 20% of that generated by international coffee corporations. Only 10% Vietnamese coffee was up to export standards.
Vu has travelled to a number of countries known for their coffee exports, such as Columbia, Indonesia or Brazil, in order to gain experience in coffee growing techniques. He also participated in regional and international conferences on the coffee industry so as to promote Vietnamese coffee as a brand.
Vu is confident that Trung Nguyen will be able to hold their own against competitors. "We'll obtain a position in the US market. I can't say how long it will take, but right now I have the support of a capable staff," he said.
In order to achieve these long-term goals, he said, the domestic market has to remain the focus.
On the retail side, Trung Nguyen coffee shops also offer coffees grown around the world, "We let our customers decide what is a good cup of coffee. The market and the world is changing, so enterprises must adapt to those changes." he said.
