In terms of scale, Brault is a small distributor (each order is only 250 boxes of coffee) but his online distribution makes Trung Nguyen coffee always available to customers everywhere.
“Mr Brault is a bridge between Americans and Vietnamese through the culture of enjoying coffee. For us, he is not a partner, but a good friend,” Mr Kha said.
Brault’s online sale of coffee prospers with a monthly growth rate of 15 to 20%. He said that the difference was that he targeted all coffee drinkers in the US while most other importers of Trung Nguyen coffee only had shops in California and sold coffee to Asian people.
Brault said that he had been surprised to receive many orders from Canada (the Adwords programme that he uses to advertise his website is limited to the US). He is about to establish a distribution company to deliver coffee in Toronto, Canada.
Marketing the ‘coffee culture’
“Under the influence of ‘coffee experts’, many American people think that only Arabica coffee is high-grade and they only drink this kind of coffee. This conception is wrong. Not only American people will be at a disadvantage because they lose the chance to enjoy different flavours of coffee but also the growing of coffee will be affected,” Brault said.
Trung Nguyen coffee is a mixture of various kinds of coffee like Arabica, Robusta, Chari, Catimor so its flavour is better than coffee products that are simply processed from Arabica coffee. The appearance of Trung Nguyen coffee will surely create a new wave. With that belief, this American man, who has never come to Vietnam, is trying to apply his 21 years of marketing experience to bring Trung Nguyen coffee to North America.
“My goal is to introduce American people to the tradition of Vietnamese coffee, the style of Vietnamese coffee producers and the way Vietnamese coffee is processed. I hope that Vietnamese coffee will find a worthy position in the awareness of American coffee drinkers,” Brault said.
(Source: Tuoi Tre) |