Applying Technologies to Improve Coffee Quality

Investing in technologies to improve coffee quality is an important step in the orientation development of Dak Ha Coffee Import- Export Company.

 

Previously, due to outdated technology, the company could only process low-quality coffee which was distributed only to other domestic coffee producers. It created many jobs but this was not a good business orientation for the long-term. It is important to invest in technologies for product quality improvement for long term development. It targets not only domestic, but also overseas markets with different coffee brands.

 

The company’s greatest advantage is its location in the area called “Northern Highlands’ coffee capital”. Dak Ha district in Kontum province has long been famous for coffee. Dak Ha cultivates coffee on 7,000 hectares of the total 11,500 hectares of the whole province. In addition to offering training on techniques for raising and harvesting coffee beans, the district has assisted Dak Ha Company to develop its image and build a manufacturing mill for roasting and grinding coffee.

With all of its effort, by the end of 2010, Dak Ha put into operation a coffee roasting and grinding mill with Brazilian technology, with productivity of 30 kilos per hour. Total capital for this line was more than VND 1 billion. Despite not being on large scale, the mill produces high quality coffee which is greatly appreciated by customers.

It is not easy for Dak Ha to launch its product into the market now, since the company itself has to handle many difficulties like fierce market competition from established brands.

However, Mr Nguyen Hoa Chinh Director of Dak Ha strongly believes that the product will fly high in the future. Not only are the company’s products made from high quality materials, but food hygiene standards are strictly applied in all stages of production. Since its founding, Dak Ha’s motto has been to benefit producers the most, with timely payment and the best services.

Besides its key product of coffee, Dak Ha is also involved in trading other agriculture products, fertilizers, chemicals, consumption goods and petroleum products. In 2010 – 2015, its business goal is to export high quality coffee. Expected productivity five years from now is 25,000 tonnes of Robusta coffee earning US$40 million.

In the coming time, in addition to technological application and product quality improvement, the company will boost its brand promotion.

On the other hand, in the context of global economic difficulty and Vietnam’s policy of credit tightening, it is more difficult to access capital. In the 2010 – 2011 season, despite good coffee prices, the financial status seems more serious. However, to reach business goal, the company will ensure capital, production and business activities.