Stories Behind Coffee Beans: How a Group of Sisters Built a Successful Coffee Brand in Muong Ang District
Tong Thi Noong, owner of the “Cà phê Chị Em” or “Sisters’ Coffee” brand, shares her story of how coffee has brought material prosperity and hope to her family and many other households in the Muong Ang District. Coffee, for Tong, is more than just an agricultural crop; it is a source of livelihood and a means to improve the lives of local ethnic minorities.
The “Sisters’ Coffee” brand was established by a group of four Thai ethnic sisters, including Tong, who all came from families with difficult circumstances. With no business experience, they took a bold step by forming a group to buy coffee beans from local farmers, process them, and sell them in the market. They had to learn everything from scratch, including speaking fluent Vietnamese, studying farming techniques, and acquiring business knowledge.
Initially, the group only harvested and sold green coffee beans to companies in Hanoi. However, since 2019, they have produced finished coffee products under their brand name. They invested in greenhouses to dry the beans and purchased equipment for roasting and grinding. Their product is mainly processed coffee made with traditional handcrafting methods, supported by machines. The “Sisters’ Coffee” brand is known for its pure, clean, and aromatic flavor.
The Muong Ang District is home to more than 3,000 hectares of coffee, providing a stable income for thousands of households, primarily ethnic minorities. Recognizing the importance of coffee in the local socioeconomic development, the district’s authorities have formulated plans to expand coffee cultivation areas to around 5,000 hectares by 2030.
Nguyen Phung Thong, Deputy Head of the Division of Agriculture and Rural Development, shared that coffee is considered a key crop to improve the livelihoods of ethnic minorities. The district currently has over 2,000 hectares of stable coffee areas, yielding 15 to 20 tonnes of fresh coffee cherries per hectare per season. To ensure sustainable coffee growth, there is a need to improve product quality, strengthen connections with processing factories, and expand domestic and international markets.
The district’s authorities are implementing policies to support coffee growers and businesses, offering favorable loans and training programs. With the hard work of the growers and the support of the local authorities, it is believed that Muong Ang coffee will become a strong brand in both domestic and international markets. The growing demand for coffee is motivating local people to increase long-term investments in coffee cultivation, adopting sustainable organic farming practices to provide clean and high-quality products.
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