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Lam Dong province to invest in Vietnamese coffee brand development

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Lam Dong People’s Committee Vice Chairman Pham S said Vietnam had high-quality coffee but it had failed to build a recognisable brand internationally.

“Japan’s UCC Ueshima Coffee Co., Ltd. and the US Starbucks Corporation have bought coffee from Lam Dong Province for years,” he said. “Starbucks collaborated with the co-operatives in Lam Dong Province to grow coffee trees. Vietnamese coffee is used to make drinks by the UCC Ueshima Coffee.”

He said Vietnamese coffee needed a better funding in order to increase brand awareness.

Luong Van Tu, president of the Vietnam Coffee-Cocoa Association, said building an easily recognisable brand for coffee or other agricultural products was important, especially when Vietnam was joining various trade agreements. Vietnamese coffee will have more chance to be introduced to a market of 180 million people via the free trade agreement with the Eurasian Economic Union or the 600 million customer market with the ASEAN Free Trade Agreement.

Pham S announced that the people’s committee, with the help of Japan International Co-operation Agency, had developed a USD500,000 plan to promote agricultural products under the Da Lat brand name. This would also help increase the recognition of Lam Dong’s coffee.

The multi-sectoral agricultural development project is intended to improve the investment environment, and the Arabica coffee is the focus of the investment. The parties will hold regular meetings to determine the future of Lam Dong’s coffee and decide on the most suitable investments.

They have also researched such investment in other countries. A steering committee has also been set up to develop the agriculture products in Da Lat as well as the brand.