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Start-up with clean coffee

From a person specializing in the business of coffee machines, Mr. Dinh Thanh Thien, Director of MAC GROUP Co., Ltd. has added a love of work related to coffee production. And 4 years ago, he started a business, building his own Laven Coffee brand.

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Mr Thien ((on the left) and his associates check the quality of roasted coffee on a modern machine system)


Experiencing many challenges, with the desire to spread the value of Vietnamese coffee with kindness, integrity and full taste, this brand began to shape its segment with an average monthly output of more than 3 tons of coffee supply to the market.

Difficulty in promoting products

According to Mr. Thien, in order to have a good, pure cup of coffee is not easy and his goal is to share that with everyone instead of competing directly with the current popular blended coffee lines. Because of that, he produces rustic roasted coffee, which is different from mixed, marinated and processed coffee.

 Mr. Thien accepts to buy raw materials at a high price, even double the market price, but the coffee beans must be almost 100% ripe. When harvested, do not mix impurities. Coffee beans are taken from new-style coffee farms, where farmers are constantly learning and improving to improve the quality of the beans, not the quantity of coffee beans sold. Coffee trees must be grown organically. This is also a production trend that every farmer needs to aim for to increase the value of Vietnamese coffee.

 “We aim for the originality of coffee, original from the source; Original in processing without adding any flavoring additives, no preservatives, completely from 100% original coffee beans. That helps drinkers enjoy a cup of coffee with the essence of nature and originality in the process in accordance with standards, strictly controlling each stage of production, ensuring food hygiene and safety." - Mr. Thien share.
But to convince coffee drinkers as well as coffee shops to choose their products is not an easy challenge. Making good products, he and his associates brought to sell everywhere, in 2 urban areas of Long Khanh, Bien Hoa and neighboring areas, but at first, not many people were interested. The most difficult thing is still convincing customers to come to rustic roasted coffee, because most of them are used to strong coffee (mixing many types of flavors). When customers have not changed their coffee drinking habits, the shop owners also have no demand.

Build a brand to grow

Fortunately, in the past few years, the trend of drinking coffee has begun to change. From large franchises to smaller shops that have used automatic coffee machines to serve customers. That contributes to creating new habits of drinkers. Expensive coffee machines should force shops to use clean coffee because if they contain impurities and chemicals, they are easy to damage. Besides, using a coffee maker will not lose 1/3 of the amount of coffee compared to a traditional filter. Therefore, the profits of the shop owners are still good, but the sales opportunities of coffee manufacturers are more favorable.

 Compared with most of the new coffee brands entering the market, the company also has the advantage of being a supplier of production machinery systems as well as ways to prepare coffee. Being a supplier of automatic coffee machines allows the company to create a closed service loop for these beverage shops. Both selling machines and being a supplier of clean coffee ingredients, so the trust of customers when going to persuade and offer is still better. Damaged machines are also repaired as quickly as possible or changed temporarily to continue serving diners.

 After the initial impression, the current problem of this young coffee producer is branding for the business. Laven Coffee is trying to build its brand by diligently participating in trade programs, connecting goods inside and outside the province, and finding ways to bring products into supermarkets and large convenience stores. Joining e-commerce platforms and doing online business on different platforms is also focused by the company besides selling directly at traditional coffee shop.

 Along with branding and sales expansion, this brand is also completing documents and procedures to be certified for local OCOP products.​




Author: Phan Anh

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