Could you tell more about this specialty?

The world coffee industry has long dominated by European and American coffee firms which had made success with good material, modern technology and culture. Their philosophies have been changed by Trung Nguyen’s most special coffee formula: Good material, modern technology, Oriental secret and new concept of coffee.

As regards materials, Trung Nguyen picks four world’s tastiest coffee zones: Robusta coffee grains, the most famous in Vietnam, rated the most delicious in the world with strong taste and flavor; Ethiopia coffee, the origin of coffee; Arabica grains from Jamaica; and Brazil coffee. Trung Nguyen has made them into most special coffee products.

The combination of state-of-the-art technology with Oriental secrets is unique in Trung Nguyen because the company receives environment-friendly hi-tech from world-leading groups. The Oriental secret is the blending of rare medicinal herbals, special sources of energy from gemstone and special ingredients.

Concerning the new concept of coffee, Trung Nguyen does not see it a normal drink but a drink of energy for the brain-power and a source of creativity.

Minh Yen is interviewing Director General of Trung Nguyen company,
Dang Le Nguyen Vu - Photo: Ngoc Linh

Can a small cup of coffee inspire creativity?

Coffee is compared to the blood of the knowledge economy like the way oil is compared to the blood of industrial economy. The mankind needs to innovate to develop. Coffee helps inspire brainchild to boost the knowledge economy. Many great figures were coffee lovers like Balzac, Napoleon, and Sebastian Bach. Napoleon said: Politics without coffee is like politics with odor but without taste.

How can you make Trung Nguyen products more familiar with consumers and popularize Vietnamese coffee image to the world?

Trung Nguyen coffee has been shipped to more than 40 nations in the world, accounting for 20% of output. Bring Vietnamese coffee and cultures to the world, Trung Nguyen has opened a new coffee shop in Singapore where international visitors usually pass. Trung Nguyen also plans to open a dozen of such points in other nations to introduce its products to international friends.

Trung Nguyen Creativity Club House at 36 Dien Bien Phu is an interesting innovation. What does Trung Nguyen want to tell about this special ideal? Trung Nguyen is very proud to be the top coffee trademark in Vietnam. New G7 coffee of Trung Nguyen has pushed back foreign giant Nestle thanks to intellect and culture of Vietnam – a country with a huge potentiality for second-to-none coffee development in the world. The Hanoi-based club house features beautiful space, Oriental arrangement, and impressive coffee. At the club house, foreigners can enjoy the true Vietnamese coffee taste and Vietnam can bring its coffee to the world. Arguably, this is cultural diplomacy via Trung Nguyen coffee.

Many high-ranking officials of the State and Government have inaugurated and visited the club house to taste Trung Nguyen flavor and Vietnamese culture, including Deputy Prime Minister and Foreign Minister Pham Gia Khiem, former State President Nguyen Thi Binh, President Nguyen Minh Triet and Second House Speaker Nguyen Duc Kien.

This will also be a special space for people to meet and experience coffee culture, honor spiritual and cultural values and inspire creativity. Intellects and artists see this place a good place to join cultural and artists see this place a good place to join cultural and art activities and to present paintings, photos and sculptures, “Eagle and bitter drop” music show by Nguyen Cuong will take place on May 18.

Trung Nguyen introduces a wide range of products for different tastes of consumers. Diversity and variety sometimes confuse consumers because they might not know all about these products.

It is possibly a mistake of Trung Nguyen. But, I think the market needs products intends for specific groups of consumers. For example, Trung Nguyen will introduce coffee for women. Women are always worried about the bad impact of coffee on their complexion. Trung Nguyen will conduct researches to get rid of such skin-harming substances to protect their complexion. Trung Nguyen also develops rare weasel coffee, only found in Vietnam and Indonesia. The Central Highlands has around 150 kilos of weasel coffee which is sold at US$3,000 per kilo. Trung Nguyen wants to create many products of special value.

What will you say about Vietnamese coffee?

Vietnam is a leading coffee grower and exporter in the world. With an area of 500,000 ha, the country exported around 142,857 bags (each bag weighs 60 kilos) worth US$2 billion in2008. We can dominate the world market if we have a good development strategy, which must be carried out at national level. In Brazil, the president expresses strong support for coffee as he/she finds the value of this commodity to his/her country.

In the world, the image of Buon Ma Thuot coffee remains dull. We need to plan the material zone to boost Arabica planting instead of only exporting raw Robusta coffee at present. The central government and authorities of Dak Lak province must be aware of the importance of building geographical in indication to develop the image of Buon Ma Thuot coffee.

As we mainly export raw coffee, thus the value of our 1 kilo of coffee is equal to that of a cup of coffee in imported nations. This is a deep concern of lovers of coffee as well as other farm products. We must pay higher attention to post-harvest, processing and packaging technologies. In June, Trung Nguyen will kick off a coffee processing factory costing nearly US$40 million in Buon Ma Thuot city, the capital of Dak Lak province – the county capital of coffee. Trung Nguyen will invest for thousands of households in its material zones and will buy at higher prices. With good material, modern technology and secrets, we will be successful. At the same time, Vietnam needs to build places to popularize categories and spirit of Vietnamese coffee.

You have expressed your desire to become a successful businessman in Vietnam and the world. It is right but it is very difficult to do and to make success.

I desire Trung Nguyen will make coffee of world-class quality, not only at Vietnamese level. Trung Nguyen Group understands and honors five core values: 1- Grand desire; 2- Inspired creativity; 3- National spirit; 4- Practicality; 5- Sustainable development strategy.

As s leader of the leading coffee firm, I find Trung Nguyen has responsibility to develop and disseminate the image of Vietnamese coffee, cultural and spiritual values of Vietnam. I am determined to do this and believe that resolve will lead to success.

Thank you very much for your special coffee!

By: Vietnam Potentials