SCAJ 2024 has come to a close, and VCU is proud to be one of the Vietnamese companies that left a positive impression on many partners.
Perceptions of Vietnamese Coffee
At SCAJ, we didn’t just showcase specialty coffee; we also had the opportunity to listen to many customer stories. Several partners shared that Vietnamese Robusta coffee is often regarded as inferior, with little appreciation for its flavor and quality. This perception partially stems from past exports. Most Vietnamese Robusta exports have been bulk commercial coffee that didn’t meet premium standards. Combined with its strong bitterness and high caffeine content, Vietnamese Robusta has rarely been a top choice, despite Vietnam being the world’s second-largest coffee exporter.
A coffee producer from Guatemala shared: “I’ve always considered Vietnamese Robusta to be of low quality and never wanted to try it. But when I attended SCAJ 2024 and saw what VCU had to offer, I was genuinely impressed and wanted to try their specialty coffee. I was pleasantly surprised by the quality—it wasn’t bad at all, contrary to my previous belief.”
The Journey to Change Perceptions
VCU’s participation in SCAJ 2024 wasn’t solely about finding customers; we were there to proudly present Vietnamese coffee to the world, showcasing its quality and rich character. By focusing on quality, processing, and roasting methods, VCU had a clear objective for attending SCAJ: to meet the highest standards of the industry and to win over the taste buds and trust of one of the world’s most discerning markets.
And it’s wonderful to say that VCU achieved this goal! Thousands of visitors stopped by our booth to experience the Fine Robusta and Specialty Arabica we brought to the exhibition. We’re proud that VCU could share the rich and diverse flavors of Vietnamese coffee with the global coffee community.
CEO Mr. James shared: “Japan is a large and promising market, but it requires patience and persistence in introducing products. I believe that VCU will achieve even greater success in this market in the near future.”
A Bright Future for Vietnamese Coffee with endless possibilities ahead, we believe that through our continuous efforts, VCU will go even further on its journey to establish Vietnamese coffee on the global agricultural map.
Our Gratitude
We extend our heartfelt thanks to the organizers of SCAJ 2024 for creating a platform for businesses, roasters, and baristas from many countries around the world to connect and learn from each other.
A special thanks to our partner, Southern Select Co., for facilitating VCU’s journey to bring Vietnamese coffee closer to the international community.
Thank you to the farmers who have invested time and effort into cultivating each quality coffee plant.
And to the entire VCU team for their hard work throughout our days in Tokyo, Japan.
With the 2024–2025 harvest season approaching, if you’re looking for a reliable coffee supplier with quality and stable pricing directly from our factory, contact VCU today!
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Contact Information
VCU Joint Stock Company (VCU JSC)
Address:
– Roasting Facility: Residential Group 6, Chu Prong Town, Chu Prong District, Gia Lai Province
– Green Bean Facility: Ia Der Commune, Ia Grai District, Gia Lai Province
– Hotline: +84 941 203 879
– Fanpage: VCU – Vietnam Coffee United
– Email: info@vietnamcoffeeunited.com
