Nguyen Anh had the opportunity to understand more about the basalt red land, especially coffee trees.

Eat and sleep with a farmer

Nguyen Anh went to the green coffee gardens in Ea H'leo district (Dak Lak) to ask to move in, gardening for free before the surprise of the owner. You can also go anywhere where coffee trees are grown, from India, Indonesia, Colombia and even as far away as Mexico.

In the face of the desire to better understand coffee trees, especially how to do effective coffee economy from other countries, there was no limit set for Nguyen Anh at that time. By comparing with books and what has been proven after a series of days of eating with farmers, you realize a key point in the harvesting process that makes the value of Vietnamese coffee always lower than the world.

In order to better understand the market and customer preferences, Nguyen Anh asked to sell coffee in many places, culminating in a day when he stood and sold for 15 hours straight. Everything is clearly recorded by you, from the preferred preferences of the vast majority of customers for which type of coffee, more meticulously, with this type of coffee, what is the water level, how is the boiling of the water, what are the lines that will be fragrant, etc sweeter...

"Farmers know that ripe coffee beans produce better quality, fragrant and tastier, but because buyers do not have an opinion, the market does not fully understand the value, so picking both green and ripe to save effort and cost is still chosen by people," Nguyen Anh said.

Enhancing value

The times of going back and forth to the coffee gardens are increasing every time because Nguyen Anh has the view of "where is wrong, there is correction". You tell the farmer everything you see in the big coffee-making countries. At the same time, Nguyen Anh went to his family and relatives to "mortgage" himself, hoping to find a companion and have the capital to fulfill his wishes.

"It is not easy to convince farmers to change a certain habit, while I have nothing but enthusiasm and desire to make valuable coffee," Nguyen Anh laughed.

After months of persuasion, finally the first batch of coffee ingredients picked with all ripe red beans finally reached the young owner. But another tough challenge was posed: the recipe for fermenting coffee beans. Wrong is corrected, missing is added, so Nguyen Anh took nearly half a year to find the standard formula for the product he wanted.

Furthermore, compared to the price of coffee harvested by the conventional method, ripe coffee is very expensive, leading to a very high purchase price. "It was very difficult to make a decision when at that time there were too many big guys offering goods at very cheap prices," Nguyen Anh recalled.

From there, the Anh Coffee brand was born. Currently, Nguyen Anh is consuming output for a raw material area of more than 50 hectares in Ea H'leo district. Farmers sell products with criteria such as clean, 100% picked, fermented according to British Coffee standards.

On the contrary, Nguyen Anh's purchase price will always be 30-40% higher than the market price. With a factory scale of more than 3,000m2 and a warehouse with a capacity of up to 1,500 tons, Anh Coffee is currently consuming and releasing tons of products to the market (about 300,000 VND/kg for special products and from 120,000 to 160,000 VND/kg for regular products). All production standards of Anh Coffee follow international standards, from raw materials, processing and even packaging.