VIETNAM – Louis Dreyfus Company (LDC), a leading merchant and processor of agricultural goods. has achieved #4C certification in Vietnam, which enable the trader to trade deforestation-free coffee from registered producers.
This is a positive step for the company as many coffee traders are to deliver traceable, EUDR-aligned coffee that meets stringent economic, social and environmental sustainability standards across the value chain.
Vietnam is the second largest producer in the world after Brazil, with Robusta coffee accounting to 97 percent of Vietnam’s total output.
In the first quarter of 2024, Vietnam exported nearly 600,000 tons of coffee products, an increase of more than three percent. Coffee export revenue reached 1.9 billion U.S. dollars, increasing by over 54 percent.
Coffee output is forecast to decline by approximately 20% in the upcoming crop year, due to prolonged hot weather causing severe drought in the Central Highlands – the capital of Vietnamese coffee.
The Vietnam Coffee Cocoa Association notes a sharp rise in coffee prices, anticipating a potential decrease in exports but projecting overall turnover growth. The association expects coffee exports to generate about 4.5-5 billion USD this year./.
After 42 years of development, Vietnam Coffee Corporation decided to take an important step: changing the brand identity of Vietnam Coffee.
This is a milestone marking the continuation of the achievements, opening a new journey full of challenges and opportunities, affirming a solid position in the hearts of consumers, the assosiatio said.
The new logo of the Vietnam Coffee brand has a red star, which is symbolic to the eternal symbol of Vietnam, shining on top of the brand, as a declaration of national strength and unity, the aspiration to reach far in the international arena.
-The Green colour represents the green forests and high mountains of the great plateau – the birthplace of wonderful coffee beans. This color creates a harmonious whole, reflecting the natural identity and origin of the product.
Its Bold font expresses the iron will of Vietnamese people, while also containing softness, reflecting a tolerant soul and community connection, while the red ribbon represents the lifeblood of the country, carrying the message “Vietnamese coffee star”, affirming the noble position of coffee in the hearts of the nation.
The ribbon is not only a part of the design but also a symbol of connection and deep pride in the homeland product.
Mr. Dang Hong Tuan, General Director of Vietnam Coffee Corporation said: “We are proud to introduce this new identity system, not only with the goal of enhancing brand value but also to spread the spirit of national pride, affirming that each Vietnam Coffee product always contains stories about the country, people and culture of Vietnam.”
Starting from September 2, 2024, Vietnam Coffee’s new identity will be updated across the entire Vietnam Coffee Corporation system, including: website, online sales channels, retail points, store systems, brand publications, product packaging and at all touch points.
