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Trung Nguyen’s Chairman on resolving the coffee paradox

From the March 2012 issue.

Trung Nguyen Chairman Dang Le Nguyen Vu tells GCR of his plans to help coffee producing countries have more control of the markets that their livelihoods depend on.

Trung Nguyen Chairman Dang Le Nguyen Vu

“Virtually no competition” is an enviable position for a company to be in.

In Vietnam, which has seen a gradual increase in competition since the mid-1980s shift to a market economy, a dominating position is particularly enviable. The country has an attractive consumer base of over 90 million people and, since the turn of the millennium, has posted some of the strongest economic growth rates in the world.

Yet “virtually no competition” is how Chairman Dang Le Nguyen Vu describes Trung Nguyen’s market share of the roast and ground market in Vietnam. A fully privately-owned, family-run business, Trung Nguyen was established in 1996 by a group of medical students. Today, Trung Nguyen is synonymous with Vietnamese coffee, serving 9 billion cups over 15 years to the country’s coffee loving population, and exporting to over 53 countries and territories worldwide.

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