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[TẶNG BẠN] TRỌN BỘ Bí kíp học tốt 08 môn
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Today , Vietnam is the world’s second biggest exporter . Founded 12 years ago , Trung Nguyen is among the country ‘s best known coffee brands. Chau Van reported on this home-grown success story .
Drinking coffee could be compared to a religion , with more than two billion devotees around the world . Rich or pour , young or old , coffee-lovers may not share same color , race or culture , but they all know a good cup when they taste it .
The basalt soil around Buon Me Thuot in Vietnam ‘s Central Highlands is ideal for for growing coffee bushes . More than 60 percent of the coffee produced in Vietnam is grown here . This highland region has allowed Vietnam to become the world’s second grower and exporter .
The Trung Nguyen coffee brand was born in these hills . While Vietnam doesn’t have a long history coffee cultivation like Ethiopia , or the prestige associated with beans from Brazil , it’s not unreasonable to dream that ,one day , Buon Me Thuot will be come a holy land and international coffee lovers . This is the dream of Trung Nguyen ‘s founder , Dang Le Vu . Since its founding 12 years ago , Trung Nguyen had helped to improve the image Vietnamese coffee at home and abroad . Trung Nguyen coffee is now sold in 43 countries worldwide . The company operates coffee shops in China , Japan , Thailand , Singapore , and Cambodia , and has 1,000 franchised outlets in Vietnam .
While firm like Starbucks are downsizing , in the first half of 2008 , Trung Nguyen profits increased by nearly 200 percent . In 2007 , the company had a revenue of VND900,00 million and an after-tax turnover 41,680 million .
To produce world-class products, Trung Nguyen now sources its raw materials from around the world , blending beans from Jamaica , Brazil , Ethiopia , Colombia with those from Vietnam .
Every coffee bean is carefully picked by hand , then processed using modern technologies to ensure consistent product . Trung Nguyen has chosen to focus on producing specialty blends , using rare and unusual ingredients to flavor its brew , from medicinal plants to tubers . One of Trung Nguyen’s top sellers is its coffee Chon blend , which translated as “Weasel coffee” , as it was originally produced from coffee beans that had been digested by a type of weasel . Trung Nguyen reinvented a more sanitary version of Café Chon , processing the beans enzymes gather than feeding them to live weasels . Roasting coffee beans with precious gems is the brands ‘s latest trick , as this is said to add flavor . One of the firm newest products , G7 instant coffee , is now among the top three best-selling instant coffee in Vietnam .
As well as growing his own brand , Mr.Vu , chairman of Trung Nguyen coffee , dream of helping to turn the Buon Me Thuot region into a Mecca for the world’s coffee lovers . He hopes that ,with more investment , Vietnam ‘s Central Highlands will be come synonymous with high quality coffee . “I want to do something important for our country and make Buon Me Thuot a famous destination for the world ‘s two billion coffee drinker” , says Mr. Vu .
Let's Cafe
Drinking coffee could be compared to a religion , with more than two billion devotees around the world . Rich or pour , young or old , coffee-lovers may not share same color , race or culture , but they all know a good cup when they taste it .
The basalt soil around Buon Me Thuot in Vietnam ‘s Central Highlands is ideal for for growing coffee bushes . More than 60 percent of the coffee produced in Vietnam is grown here . This highland region has allowed Vietnam to become the world’s second grower and exporter .
The Trung Nguyen coffee brand was born in these hills . While Vietnam doesn’t have a long history coffee cultivation like Ethiopia , or the prestige associated with beans from Brazil , it’s not unreasonable to dream that ,one day , Buon Me Thuot will be come a holy land and international coffee lovers . This is the dream of Trung Nguyen ‘s founder , Dang Le Vu . Since its founding 12 years ago , Trung Nguyen had helped to improve the image Vietnamese coffee at home and abroad . Trung Nguyen coffee is now sold in 43 countries worldwide . The company operates coffee shops in China , Japan , Thailand , Singapore , and Cambodia , and has 1,000 franchised outlets in Vietnam .
While firm like Starbucks are downsizing , in the first half of 2008 , Trung Nguyen profits increased by nearly 200 percent . In 2007 , the company had a revenue of VND900,00 million and an after-tax turnover 41,680 million .
To produce world-class products, Trung Nguyen now sources its raw materials from around the world , blending beans from Jamaica , Brazil , Ethiopia , Colombia with those from Vietnam .
Every coffee bean is carefully picked by hand , then processed using modern technologies to ensure consistent product . Trung Nguyen has chosen to focus on producing specialty blends , using rare and unusual ingredients to flavor its brew , from medicinal plants to tubers . One of Trung Nguyen’s top sellers is its coffee Chon blend , which translated as “Weasel coffee” , as it was originally produced from coffee beans that had been digested by a type of weasel . Trung Nguyen reinvented a more sanitary version of Café Chon , processing the beans enzymes gather than feeding them to live weasels . Roasting coffee beans with precious gems is the brands ‘s latest trick , as this is said to add flavor . One of the firm newest products , G7 instant coffee , is now among the top three best-selling instant coffee in Vietnam .
As well as growing his own brand , Mr.Vu , chairman of Trung Nguyen coffee , dream of helping to turn the Buon Me Thuot region into a Mecca for the world’s coffee lovers . He hopes that ,with more investment , Vietnam ‘s Central Highlands will be come synonymous with high quality coffee . “I want to do something important for our country and make Buon Me Thuot a famous destination for the world ‘s two billion coffee drinker” , says Mr. Vu .
Let's Cafe