Vinacafe - the brand of the Vinacafe Bien Hoa Joint Stock Company-is one of the few Vietnamese coffee brands renowned in the international market
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| The brand Vinacafe at a trade fair in China |
Vinacafe - the brand of the Vinacafe Bien Hoa Joint Stock Company - is one of the few Vietnamese coffee brands renowned in the international market. It is the only coffee brand of the Vietnam National Coffee Corporation, which has been existed for 30 years.
Research carried out by the TNS (Taylor Nielson Sofree) - a multinational market research company - shows that Vinacafe ranked first among instant coffee providers in Vietnam in 2004, with a market share of 41 percent. Vinacafe surpassed many major rivals from other countries to reach this first ranking. Vinacafe Bien Hoa’s marketing manager, Nguyen Thanh Tung, said that the achievement is attributed to the company’s creation of unique products and its ability to maintain the natural flavor of these products. The company does not use food additives to assure that its products satisfy food safety and hygiene standards, he added. The company’s instant coffee products have been contributing to improving the prestige of Vietnamese coffee in general in the international market.
The company’s director, Bui Xuan Thoa, is always the pioneer in creating ideas of technology renovation and product quality improvement. Vinacafe Bien Hoa installed its first production line in 1998, and now it has one more production line that has a capacity 10 times that of the first one. The two production lines currently operate at their maximum capacity.
Vinacafe Bien Hoa’s instant coffee is exported to 20 countries and territories worldwide, with the company’s traditional markets including the US, Europe, the Republic of Korea and Canada. China now has become a promising market for the company.
Vinacafe has been awarded the title High Quality Vietnamese Product for nine consecutive years (1997-2005). It received the Vietnam Gold Star Award in 2003 and the title Vietnamese Renowned Trademark in 2004, and many other awards. Notably, the President awarded the company a third-grade Labor Order in 2001, and a second-grade Labor Order in 2004.
Vinacafe Bien Hoa is now developing one more production line with a capacity of 500kg of product per hour - quadruple the second production line’s capacity. This production line is expected to start production in mid 2007. Vinacafe Bien Hoa’s strategy is to trade with strong importers/suppliers that work for the development of the brand Vinacafe. The company decided to focus on China as an important export market in 2005-2006.
(Source: VEN)
