Trung Nguyen Legend Creating aspirations, inspiring businesses and Vietnamese coffee supply chains

DNHN - Trung Nguyen Legend Group has inspired businesses and the supply chain and value chain of the Vietnamese coffee industry in brand building, management, and development; creating international market competitiveness.

Numerous activities took place at the connection conference, including a meeting between foreign importers and domestic coffee exporters in the city of Buon Ma Thuot in 2023, and a discussion between experts, exporters, and importers regarding the export potential of Vietnamese coffee in general and Dak Lak in particular.

Within the framework of the event, there are also activities to display and introduce the products of enterprises; to promote the potential strengths and investment opportunities in the production, preliminary processing, processing, and consumption of coffee in Dak Lak province and other areas; and to connect coffee producers with exporters, trade promotion organizations, and especially foreign importers.

Concurrently, the organization at the conference signed a memorandum of understanding on investment cooperation and product consumption.

According to Mr. Vu Ba Phu, Director of the Trade Promotion Department at the Ministry of Industry and Trade, the province of Dak Lak's export potential and resources for coffee and coffee-based products are still substantial.

The functional sectors and local businesses must devise appropriate solutions, such as increasing support for farming households; improving product quality, and establishing brands to expand export markets. To go deeper and reach higher value stages of the global supply chain and distribution chain, businesses must upgrade themselves and accept new, more difficult rules of the game. The purpose of the national brand is to build and promote Vietnam's national image in domestic and international markets by promoting the typical brands of quality Vietnamese products.

"Through the process of promoting the Vietnamese national brand, we discovered that product brands, corporate brands, industry brands, and national brands have a very close relationship.

A strong brand will promote and enhance the value of the national brand, and vice versa. Mr. Phu stated that relevant factors such as the investment climate, a stable political system, and preferential policies will contribute to the enhancement of the value and position of the industry brand, corporate brand, and product brand.

Mr. Phu emphasized that industry brands are created and expanded as a result of the growth of specific product brands and businesses. People often think of Mercedes, BMW, and Audi when discussing German automobiles renowned for their high quality and luxury. People associate Toyota, Honda, and Suzuki with the quality and efficiency of Japanese automobiles. In Vietnam, the Trung Nguyen Legend brand has been a leader in promoting and positioning the Buonan coffee brand. Ma Thuot, is the world's Robusta coffee supplier.

As the "leading crane," Trung Nguyen will inspire and create a ripple effect for businesses, coffee growers, and producers in the Vietnamese coffee industry regarding their desire to build a brand. coffee products and its coffee business. Consequently enhancing the standing and competitiveness of the Dak Lak coffee industry in particular and Vietnam as a whole.

"Trung Nguyen Legend is one of the pioneering enterprises in the Vietnamese coffee industry that has made significant efforts to create and position Trung Nguyen's brand and the standing of the Vietnamese coffee industry. universal on the global market. Mr. Phu emphasized the importance of fostering aspirations, motivating businesses and the supply chain and value chain of the Vietnamese coffee industry to build, manage, and develop brands, and creating competitiveness for the value and brand of Vietnamese coffee on the international market.

Hoai Anh