L’amant Café hosts trade promotion delegation to discuss high-quality Vietnamese coffee
On 29 June 2026, L’amant Café’s factory in Gia Lai welcomed a delegation led by Vu Ba Phu, director general of the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade, together with VICOFA representatives. Thai Nhu Hiep chaired the working session for Vinh Hiep.
Renewing a quality-focused promotion initiative
The meeting discussed restarting the initiative to promote high-quality Vietnamese coffee. Its direction connected product standards, further processing and sustainable supply chains with the way Vietnamese coffee is presented internationally.
Four areas of discussion
The first area concerned a proposed national certification-mark framework for high-quality Vietnamese coffee. Participants discussed the need for criteria supported by information that could be examined and verified.
The second concerned a sustainable value chain and the standards relevant to export markets. Organic production, environmental responsibility and social considerations were among the subjects discussed. Any certification used in a commercial proposal needs to be checked for its actual operator, products and activities.
The third area was the production infrastructure needed to support the initiative. The delegation visited manufacturing and processing equipment and discussed traceability from the sourcing area through to finished products.
The fourth concerned international promotion. Participants considered how company activity could connect with national trade promotion programmes, digital marketing and participation in food and beverage exhibitions.
Traceability and quality information
The meeting highlighted the relationship among grower information, processing records and product identity. A clear record of those links helps a business explain what it is offering and gives customers a basis for their questions.
The discussion also referred to developing assessment approaches in the international coffee sector. These were part of the conversation about how quality is described; the meeting did not establish a new universal grading or certification requirement for all coffee.
Next steps for the value chain
For Vinh Hiep and L’amant Café, the working session connected business development with the wider ambition to increase the value of Vietnamese coffee. It brought government, industry and company representatives together around the practical work needed to support that direction.
The article records the subjects discussed on 29 June 2026. Implementation and product-specific claims need their own supporting records as the initiative progresses.
