The Journey of a Coffee Enthusiast
The Journey of a Coffee Enthusiast
The journey began 10 years ago. Ms. Ngoc Anh was one of the first to bring the premium coffee experience from Italy to Vietnam. She introduced cappuccino and macchiato to Hanoi and imported the best coffee beans from Italy to Vietnam. During her quest, she discovered a shocking truth. Although Vietnam was the second-largest coffee-producing country in the world, the farmers in the coffee industry were living in low conditions and barely making a living.
“I want to change that narrative!” – said Ngoc Anh.
This discovery made her determined to change the stories of the coffee industry in Vietnam. She promised herself to create a better life for the coffee farmers and turn Vietnamese coffee into a premium product.
In 2018, she got an opportunity to export coffee from Vietnam to Germany, and she started building factories in Vietnam to empower small coffee businesses.
That was the birth of Detech Coffee.
Growing coffee sustainably
During her work with small coffee farms, Ngoc Anh saw a need to introduce sustainability to them. She discovered that many Vietnamese farmers were growing coffee in a monoculture system, which is not only risky but also unsustainable. Ngoc Anh had learned that growing coffee with other plants could be a better, more sustainable approach. There were researches showing that coffee trees in their first two years could be planted together with peanuts and soybeans, while coffee trees over three years could grow together with macadamia, longan, or ginger.
By diversifying their crops, the farmers could not only grow coffee sustainably but also increase their earnings. This approach would also benefit the environment by promoting biodiversity in the region. Ngoc Anh’s efforts to promote sustainable coffee farming are a testament to her dedication to the coffee industry and her belief in creating a better future for small farmers.
A woman who pursues sustainability and social benefits for farmers.
“As a mother, I want to leave my children not just properties, but a healthier world with quality air and food. That is why I am willing to step back to grow my business. I am not only focused on the profit margin, but also taking a holistic approach to all aspects including profitability, ethics, and sustainability. This is like a mom raising a child to become a person who not only has a job and makes money, but also creates value for the world.”
Ngoc Anh is still on her journey of discovery, facing many struggles along the way. In order to be recognized as a sustainable coffee producer, she would have to rely on sponsorship from investors to offer her coffee farmers-certified programs such as the Rainforest Alliance Certified Program. Many challenges need to be addressed, like the fact that farmers only earn 2 cents per kg of coffee while it is sold for 20-30 USD per kg at retail shops.
But she strongly believed that “”Struggles don’t end with struggles, but open opportunities.” She is proud of her coffee products, and the value they brought. “We should produce products that we love and share with pride” – said Ngoc Anh.
Ngoc Anh’s determination and passion for sustainable coffee farming and empowering women in the industry are truly inspiring. Her belief in creating a better future for small farmers and the environment is a shining example of what can be achieved with a big heart, persistent mind, and dedication.
Quote : https://www.mekongcapital.com/blog/post/the-journey-of-a-coffee-enthusiast/
