Vietnamese coffee penetrates into the U.S. market

As recorded at the corner of a large supermarket in California, the U.S., many indigenous people looked satisfied when trying the products of a Vietnamese coffee brand.

“One of the reasons why I like Vietnamese coffee is that it contains just enough sugar, cream and coffee. A perfect mix,” said Rimon Naji, a customer who tried Vietnamese coffee. 

Vietnamese coffee products on the shelves were of different types, from the “Western style” such as soluble Expresso to the “3 in 1” coffee that Asian people prefer or filter coffee for people of Vietnamese descent. The vast U.S. market with various ethnics and groups of customers is both opportunities and challenges for Vietnamese coffee.

Le Hoang Diep Thao, Founder and General Manager of King Coffee, said: “In the U.S. market, we must strive to understand the local people to introduce the most suitable products to them”.

Diverse products and reasonable prices have helped Viet Nam coffee trademarks to set footholds in more than 80 supermarkets in 12 states. Vietnamese coffee has now been more widely known to the U.S. consumers.

Ms. Sue, a local customer buying Vietnamese coffee, said: “I and my husband drink a cup of Vietnamese coffee everyday. I usually store 3 boxes at home”.

Ibrahim Oudeh EH, Director of Fresh Choice Supermarket in California, the U.S., stated: “In each sales promotion program, we sell at least a hundred barrels for each type of Vietnamese coffee. The sales are better this year than last year, with a growth rate of about 45%”.

About one fifth of the roasted ground coffee that the U.S. people use is Viet Nam’s Robusta coffee. But not everyone knows it because Vietnamese coffee is exported to the U.S. mainly in the form of raw materials. That fact may be gradually changed if more and more processed Vietnamese coffee products are on shelves at supermarkets in the U.S.

As recorded at the corner of a large supermarket in California, the U.S., many indigenous people looked satisfied when trying the products of a Vietnamese coffee brand.

“One of the reasons why I like Vietnamese coffee is that it contains just enough sugar, cream and coffee. A perfect mix,” said Rimon Naji, a customer who tried Vietnamese coffee. 

Vietnamese coffee products on the shelves were of different types, from the “Western style” such as soluble Expresso to the “3 in 1” coffee that Asian people prefer or filter coffee for people of Vietnamese descent. The vast U.S. market with various ethnics and groups of customers is both opportunities and challenges for Vietnamese coffee.

Le Hoang Diep Thao, Founder and General Manager of King Coffee, said: “In the U.S. market, we must strive to understand the local people to introduce the most suitable products to them”.

Diverse products and reasonable prices have helped Viet Nam coffee trademarks to set footholds in more than 80 supermarkets in 12 states. Vietnamese coffee has now been more widely known to the U.S. consumers.

Ms. Sue, a local customer buying Vietnamese coffee, said: “I and my husband drink a cup of Vietnamese coffee everyday. I usually store 3 boxes at home”.

Ibrahim Oudeh EH, Director of Fresh Choice Supermarket in California, the U.S., stated: “In each sales promotion program, we sell at least a hundred barrels for each type of Vietnamese coffee. The sales are better this year than last year, with a growth rate of about 45%”.

About one fifth of the roasted ground coffee that the U.S. people use is Viet Nam’s Robusta coffee. But not everyone knows it because Vietnamese coffee is exported to the U.S. mainly in the form of raw materials. That fact may be gradually changed if more and more processed Vietnamese coffee products are on shelves at supermarkets in the U.S.

                                                                                                                                        By Vien Nhu