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What do Betty Crocker cakes, Ikea Furniture and Vietnamese Coffee have in Common?

What do Betty Crocker cakes, Ikea Furniture and Vietnamese Coffee have in Common?


Let’s tell a story, it’s a bit of a beat up really and starts in the 1950’s when US food company General Mills wanted to create a point of difference about their cake mix. Ernest Dichter, who is attributed as being the 'father of motivational research’, suggested that having women add eggs to the recipe and build on the cake with icing and other treatments to make for an emotional investment in the cake creation was a significant buying impetus. The theory was that the additional work involved in making the cake made women feel much more satisfied with the end product.  

Dichter’s psychological insights into consumer behaviour and making the product sexy was also exemplified when he worked with Plymouth car manufacturer Chrysler, stating a convertible needed to be part of the line up even if it only accounted for 2% of the sales.  Dichter said to Chrysler that beefing up convertible’s advertising and their presence in the showroom would improve sales. Based on the premise that men related to them emotionally as sports cars and mistresses, whilst the sedan was associated with the wife.  The man walked into to show room to look at the convertible but brought his wife back to buy the sedan.  

This however is a digression; the point is around the making of things more laborious to get consumers to value their creation, more than if it was easy. This is acknowledged as the Ikea effect and reported a 2011 paper by Norton, Mochon and Ariely in the Journal of Consumer Psychology.

In a study assembling Ikea boxes, origami and Lego  it was demonstrated the participants valued their product over that created by another, there were limitations that if it was too hard or they failed to complete the task they valued the product less. However they definitely valued their successful creation more.


To answer the Question with regards to similarity - it's better to make your own, and as it's soon Mothers Day,  even better to give than to receive. To celebrate this fact Viet-coffee has a special offer, for a limited time special Pricing on our Vietnamese coffee in a box. 

We want you to make your own Vietnamese coffee, the personal effort is worth it.

Are we in time for r Mothers day? Buy Taste of Vietnam 1 for $29.99 until Mothers Day

For Caphe su da (Iced coffee) you add ice and we have online instructions – just watch ou corporate video to learn how.

Sorry we can’t make it for you but the effort and the wait is worth it. Special Mothers Day pricing lasts until Sunday 12th May

2019 WAVBC Vietnam Business Tour commencing in Ho Chi Minh City, Southern Vietnam on Wednesday 10thJuly 2019 and ending six days

Dear All

If you have ever wanted to participate in a business trip to Vietnam - here is your chance - As the Vice president for WAVBC I am forwarding this news to you today

It's from the President of WAVBC and could be the start of a long and fruitful relationship with Vietnam


"I would like to invite you to participate in our 2019 WAVBC Vietnam Business Tour commencing in Ho Chi Minh City, Southern Vietnam on Wednesday 10thJuly 2019 and ending six days later in Ho Chi Minh City on the evening of Tuesday 16th July 2019.

With Vietnam recently being named a major focus country of the West Australian Governments 'Asia Engagement Policy' our tour provides a timely opportunity to not only see and hear just how Vietnam is preparing to become a leading Asian player in the global marketplace within the next ten years but also the opportunity to experience firsthand the general business culture and environment away from the larger cities.

The tour will commence in Ho Chi Minh City, Southern Vietnam where we will meet various industry organisations and then travel 120 kms south to the seaside town of Vung Tau where we will attend the 2019 Ba Ria Vung Tau Province Trade Fair, meet with local businesses and generally enjoy seeing and learning all about Ba Ria Vung Tau Province.

For the full information about the tour please see the file "2019 WAVBC Vietnam Business Tour" -  and also  the "2019 WAVBC Tour Registration Form".
Interested please register and take advantage of our 'early bird booking offer' ASAP.

Yours Sincerely
David Morgan
President - WAVBC"

Trip Update - things to do in Saigon for Viet-coffee

Things to do in Saigon for Viet-coffee

Viet Coffee having caphe su da, green tea and coconut drink at 05 Thich Minh Nguyet P.2 Q.TB HCM - coffee strong and refreshing - allow some time to attack the coconut and or go across the road for chicken rice. Real street cafe life but if you can avoid the lunch rush it will be a little quieter. Or perhaps go round the corner for a hair cut, ( hot toc ) massage and ear clean  

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Above fresh  coconut drink and a meal - remember to ask for spoon to eat coconut flesh

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Above Street view of Cafe to get Chicken and rice 

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Cafe for fresh coconut with customer (my brother Paul) eating cocount

Try our special Wild Green Green Tean from HatvaLa $13.49

FivePenny Tea. Wild Green Tea from Suoi Giang, Yen Bai Province. Hatvala 90g

Five Penny Tea - Dry Leaves


High Altitude wild tea using the bud and first 2 leaves and traditional processing techniques for a stimulating flavorsome cup.

Or for a refreshing Vietnamese coffee Try our traditional Style EMC2 Robusta 

EMC2 Robusta ground coffee 500g

EMC2 Robusta ground coffee 500g  for $8.99 a 500g pack

Robusta Coffee with all the flavours that make for a fantastic cup of Vietnamese coffee. A hint of Moka and caramel for that full coffee flavour. 

Fantastic for your Cafe su da and specially selected and ground for phin use


The special of the moment is our Longevity Milk – 2 cartons only at below cost

Longevity full cream condensed milk 3 pack of 397g

Longevity full cream condensed milk 3 pack of 397g >

  $5.10 for a pack of 3

The one that they use in Vietnam for Cafe Sua Da. Longevity Brand Full Cream Condensed Milk is just right for your Vietnamese iced coffee. 

Viet=-coffe update - Longevity milk $1.70 per tin when you by 3 tins

Viet-coffee update


Apologies for long delay in keeping you in touch.


Our trip to Vietnam was very successful with us rubbing shoulders with the Ambassadors from Laos, Malaysia and India at the Buon Ma Thout Coffee Festival.

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We weren’t at the back row – nor at the front

Where’s Hugh!

We also are in the process of developing a new business partner in Vietnam for Coffee who will have and interesting addition to our instant range with a “chon” Style 2 in one with the two being coffee and creamer. (more to follow on this line and the company soon).


We are in the process of organising our next shipment and some of the more observant will have noticed some lines out of stock. Some time this is due to the internet store not being update and sometimes we really are out of stock – so if you were hankering for your favourite and it appeared out of stock please check with us to make sure .

The special of the moment is our Longevity Milk – 2 cartons only at below cost

Longevity full cream condensed milk 3 pack of 397g

Longevity full cream condensed milk 3 pack of 397g

The one that they use in Vietnam for Cafe Sua Da. Longevity Brand Full Cream Condensed Milk is just right for your Vietnamese iced coffee. 

This is a favourite in Vietnamese coffee houses across the countryside. Check out our links as to how to make Cafe Sua Da and enjoy this refreshing beverage. Buy our Phin, Saigon Phin Daklak and Longevity Brand condensed whole milk and transport your self back to Vietnam for the best Vietnamese coffee and condensed milk 


$ 5.10 for 3 tins click on the blue link under the picture above  to get to the page to buy

Blue Dragon News - 50% more King coffee at no extra charge - mention promotion in your order details - finishes midnight WST Ma

Not finished orders will be

Deleted after 48 hours



for further info





Dear Hugh,

Because of your support, teens
like 16-year-old “Toan” know that
when they reach Blue Dragon
with nothing, not even enough
money to pay for a bus fare, some-
one will be there to help.

A year ago, things weren’t look-
ing good for Toan. His parents
had been locked away in prison,
and with no one to look out for
him he decided to leave his
hometown and travel the 300 km
to Hanoi to find a job.

When he arrived he quickly found
work at a street-food restaurant,
but Toan didn’t last more than a
week as he was so small and
couldn’t lift the heavy items he
was required to.

After he lost his job, he was all
alone on the streets with no
money. A few days later he was
taken to a government child
protection centre. While there,
he met a boy who told him about
Blue Dragon, and as soon as he
was released he jumped straight
back on a bus to the Blue Dragon
drop-in centre.

Toan didn’t know what the next
step was, but he knew that when
he arrived at Blue Dragon some-
one would help him figure it out.

Toan is now back in Grade 10,
and his dream is to become a
doctor so that he can help
others. A year ago Toan would
have never dreamed that going
to medical school would be
possible. He knows that the
journey won’t be easy, but with a
helping hand it makes a huge

Your donations change lives for
youth like Toan. Your continued
support ensures life-long success
for children who have had a
rough start in life. You’re giving
kids the chance in life that they
deserve. Thank you.


Michael Brosowski
Founder and CEO


Help us get to know you!

To make sure we’re hitting the mark and
sharing the right stories and news with
you, we’ve prepared a short survey.
Please take 5 minutes to 
share your thoughts with us.


What’s been happening?

In rural communities at high risk
of child labour trafficking, Blue
Dragon has been teaching
families about the deceitful
practices of traffickers and
the importance of staying in
school. Parents and teachers
are happy to learn how to
keep their children safe!


With a helping hand from
Blue Dragon a group of young
people with disabilities and
their parents established a
community garden in their
village. They are all so proud
of their very first harvest!

Teens who have been living
on the streets often struggle
to imagine what their future
will bring. But after an informal
discussion and Q&A with a s
uccessful businessman, 20
teens left inspired to find
their internal motivations,
and identify their own goals
for the future.


Blue Dragon is working alongside
authorities to ensure victims of
human trafficking and child abuse
will have the automatic right
to legal representation
throughout the investigation
and court process in Vietnam. 
Read more

Blue Dragon

Thanks to Turtle Lake Brewing
, over 50 children got
to enjoy a traditional Christmas
meal together on Christmas Day!

Staff from I Can Read English
 visited Blue Dragon to
donate clothes, toys, stationery,
and over $600 to help children
in need.

The International School Ho
Chi Minh City (ISHCMC)
over $2,500 at their end of year
Festive Bazaar to support
survivors of sex trafficking.

On a visit to HSBC Vietnam,
11 deaf youth learnt how basic
banking services can be
accessible to them, and
what career opportunities are
available in banking.


You can support
in crisis with a sip
of a coffee!


The Pure Collective has
just opened a third Sydney
cafe on No.1 Martin Place 
where 100% of the profits
go to charity - including
Blue Dragon. They have
two sister cafes in Surry
 and North Sydney 
where you can also grab
a bite to eat knowing that
your money is helping others.

Save the date!

London Diplomacy Ball

The UK
March 8, 2019




Drink for H2H Charity

March 28, 2019


Rally Indochina

May 5 - 13, 2019

Get Involved



Blue Dragon  mailing address is:
PO Box 297, International Post Office,
Hanoi, Vietnam

This Blue Dragon Email is sent you
you as a Viet-Coffee News subscriber

50% more King coffee at no extra charge - mention promotion in your order details - finishes midnight WST March 1

Some Shipping delays still expected due to train derailment in South Australia - Normal service expected to resume this coming Monday 

Vietnam Business Round Table - 50% more King coffee at no extra charge

Due to a train derailment,
there will be major delays
for freight moving into and
out of Perth.
 Normal delivery

expected to resume Monday

To view properly on Viet-coffee

site switch to

all news screen 

Dear Viet-Coffee Customers 
especially those in Perth on
March 1 2019


We would like to invite you to WAVBC's biggest event of the year -  Vietnam Business Round Table - on Friday, 1st March organised by Department of Jobs, Tourism, Science and Innovation WA. This free event is an exciting opportunity for all businesses looking for trade partners in Vietnam as well as Australia. 

To register please email: rsvpevents@jtsi.wa.gov.au before 20/2/2019

Hope to see you all there.


In honour of this special event a;

ll King Coffee product will ship with 50% more at no extra charge - Must mention this news in your order details - limited time and limited quantity of promotional product - this promotion ends midnight WST March 1

buy here

Team WAVBC/Viet-Coffee

Copyright © 2019 Western Australia Vietnam Business Council, All rights reserved. 
You are receiving this email because you are subscribed to Viet-Coffee news

WAVBC  mailing address is: 
Western Australia Vietnam Business Council

PO BOX 1232  Canning Bridge, WA 6153 Australia

Add WAVBC to your address book

Blue Dragon news and Christmas cheers. Either direct donate or via Viet-coffee to double your donation (Conditions Apply)*

On website This article  best read in full page view

from all news link at bottom of article

Dear Viet-coffee customer,

Christmas should be a time of togetherness, celebration... and family meals! But for too many people in our world, the Christmas season is instead a time of loneliness and hunger.

Every day, Blue Dragon Children’s Foundation meets children living on the streets or in impoverished communities, and girls who have been enslaved in forced marriages and brothels.

When they reach us, they need a helping hand to get their life back on track. They need regular and balanced meals so their bodies can be nourished back to health. And a seat at the family dinner table: someone to laugh with, to cry with, to share a meal with.

You too, can have a seat at the dinner table this Christmas. $1 a day will fill a hungry belly with nutritious meals, so a child can recover and grow, and live the long and happy life that they deserve.

Michael Brosowski invites you to make a gift that will bring joy and hope to a child in need. Your donation will make a difference. Click on the link below

Join us to fill hungry bellies this Christmas
Together, let's make this a very happy Christmas for children in need!

Warm wishes,

Michael Brosowski
Founder and CEO

*Or purchase a donation from Viet-coffee to the Blue Dragon Red stocking appeal on our direct donation page and we will double your donation up to a maximum Viet-coffee spend of $1000 - total funds available from Viet-coffee is $1000 - donation must be accompanied by Viet-coffee product purchase and Viet-coffee donation per purchase  will not exceed the total value of your product purchase which does not incllude donation pruchase



October 2018

Dragon Tales


Dear Hugh,

Your support to Blue Dragon makes a difference in the lives of children in crisis around Vietnam, every day.

Because of you, Blue Dragon is rescuing victims of trafficking, giving a helping hand to children living on the streets, and supporting young people with physical and intellectual disabilities. Your support means the world to people like ‘Tung’.

Tung was born deaf. And as a person living with a disability in Vietnam, life has had its challenges. Aside from having issues with everyday communication, Tung has experienced marginalisation, especially when it comes to employment opportunities.

Blue Dragon has been a part of Tung’s life for 10 years, watching him grow from a boy into a capable young man with dreams and passions of his own.

Now at the age of 22, Tung has finally found a stable job doing something he loves: repairing bicycles. As a technical person with a love of drawing and fixing things, the mechanic role suits him perfectly!

After previously struggling to find his passion, Tung is overjoyed to find a job that combines both his interests and his talents. And to accommodate Tung’s hearing impairment, the people he works with have learnt some basic sign language so they can communicate. They welcome a sign language translator for important meetings, and have offered a job to one of Tung’s friends, who also has a hearing impairment.

Seeing the smile on Tung’s face says it all. He feels empowered that he has finally found his place in life, and he has a stable job he can rely on.

When faced with a crisis, we all should have someone there to help us through. And thanks to you, Blue Dragon is always there for those in need: whatever their life story.


New beginnings in Ha Giang province

Blue Dragon is excited to announce that in partnership with the Global Fund to End Modern Slavery, we are expanding our fight against human trafficking into Ha Giang province, an area bordering China in northern Vietnam.

Ha Giang is an impoverished region, highly prone to human trafficking. To combat this, Blue Dragon will work together with Ha Giang Women’s Union, the Youth Union, schools, police, the community, Legal Aid and the Department of Labour & Social Affairs to build community resilience against trafficking and exploitation.

As we have done in other parts of the country, we will work to improve livelihood opportunities, keep kids in school, educate communities about the risks of trafficking, and increase the number of rescues and prosecutions, in order to stop this terrible crime.


Every statistic tells a story

43%, 96%, 216%... they’re all just numbers. But each number tells a story. Another child who has been rescued from sex trafficking, a teen who has a safe place to rest, or a child who can stay in school to complete their education.

Your continued support has contributed to these huge successes. You can read the summary of accomplishments over the past year here.


What’s been happening?

Nine Blue Dragon teens had the opportunity to perform in front of an international audience at the recent CultuRama show in Singapore. Thanks to UWCSEA East Campus for the amazing opportunity for Blue Dragon teens to grow as leaders, learn more about other cultures and celebrate diversity.

Best of luck to ‘May’, a 19-year-old student who has started her four-year training to become a nurse at Hanoi Medical University, one of the most prestigious universities in Vietnam. Blue Dragon has been supporting May’s education for the past eight years, but this achievement is due to her drive and determination to succeed.

‘May’ is one of eighty-seven students that Blue Dragon supporters around the world currently assist to pursue a higher education at university or college. To learn how you can get involved, head here.

Thanks to funding from HSBC Vietnam, two families in central Vietnam have new homes and six more houses are being constructed right now. The families, whose homes were destroyed in a typhoon last year, are overjoyed to have a safe place they can call home before the rainy season arrives.

Students from Concordia International School Hanoi spent a week with Blue Dragon at a school in central Vietnam turning an empty field into a badminton court. They worked alongside building professionals to bring the much needed facility to life, so now the local kids have a safe space to play!


Blue Dragon champions

When Russell Calley ran his latest first aid course in Australia he donated half of the course cost to Blue Dragon!

The Beela Blue Sky Fund is on its way to reaching the $30,000 goal to support human trafficking survivors. When you donate to the fund your contribution will be matched by Beela at the end of each month – doubling your impact!

A huge thanks to the Taiwan Fund for Children & Families for providing assistance to children with disabilities in Dien Bien province (northwest Vietnam) to improve their health and promote success in school.

To support street children at Blue Dragon, Kiehl’s Vietnam recently ran a campaign called 'Touch Your Dream' where they held many activities and hosted a fundraising concert. The campaign was a huge success, raising over $5,500 to give a helping hand to kids living on the streets.


Save the date!

Camera Fair

Oct 27 - 28

Pub Quiz

November 1


Rally Indochina

May 5-13, 2019

Coffee and distruptive innovation

Coffee and Disruptive innovation. Bonus Saigon Phin Daklak with your order * conditions apply

The only constant in life is change and now changes are coming faster and quicker than ever before. In previous articles I have discussed the significant changes to the coffee market in Vietnam with the ever-increasing international players pandering to the very brand conscious Vietnamese market.

This change has been evolutionary in nature with the growing middle class in Vietnam expanding on the theme that we see in the western world of people going out for their cup of coffee. The barrier in the form of ‘work involved’ in making your own cup of coffee is perceived greater than the convenience of getting a good cup of coffee from your favourite café and coffee continues to tease the senses with the multiple polyphenols and caffeine giving you a morning mood lift.

I remember staying at my parents in law in Vietnam and for my morning coffee it came from the café next door. Why did we, with our access to great coffee, not make our own? Because it was easier to pay the equivalent of 60c for a caphe sua da and not to have the mess involved with cleaning up after making it.

The theme of opportunity cost and reward are now challenging the coffee industry. The adoption of coffee being the beverage of choice at the start of the day and the legions of office workers drinking their coffee as they make their way to start work may be under challenge.

Single serve coffee machines introduced to us in the last decade are challenging the café scene.  Where there was an incredible uptake with double digit growth for the first ten years since the introduction of the Nespresso system the patents have run out and there a now lots of newcomers to what is now a mature market.

Most pod machines cannot compete with the grams per cup that comes with coffee from a proper espresso machine and they compensate for this by a smaller recommended cup size. It is however difficult to argue with the repeated ability of pod machines to consistently produce the same cup of coffee again and again in a simple user interface with minimal cleaning.

Check out our pod range here

For cafes and coffee retailers alike, the path to survival will be their ability to be able to continue to provide quality product and service whilst providing new experiences in coffee consumption, ideally educating those willing to improve their sophistication in taste whist paying a premium for this exclusivity.

Looking for exclusivity try our Legendee range  - limited quantity in Australia as we are the only importer - this is a step above the Creative 8 

Legendee 225g ground

Its not really necessary to pay a premium when you buy Vietnamese coffee from Viet-Coffee our most popular Saigon Phin Daklak is a bargain buy at its regular price and now this weeks special is an extra pack for no extra charge - just ask for your extra pack with your order now.

Saigon Phin Daklak 250g

Now supplied in mylar foil packs not as in picutre above

*Must ask in order details for bonus pack and 100g pack with BX1 and smaller coffee order and 250g pack for bulk pack except for TN 340g x 8 Aust post Bulk pack  - all previous offers finished

Different types of coffee drinks

Different types of coffee drinks

Van in the past has always had an aversion to egg coffee – I have tried it in Hanoi in winter and found it to be a warm comforting coffee for the cold weather.

If you were asked do you want your coffee with egg most would say 'No!' unless they already know the secret and have tried and enjoyed the silky creamy blend.

I hadn’t had it for a long time until last weekend. I really preferred Café su da in Saigon where we spend most of our time in Vietnam. Iced coffee suiting the hot climate and making for an energising and refreshing breakfast cup. At home I have a double espresso to start my day as I don’t make time in the morning for a sit down cup of Vietnamese coffee and I like the hot espresso in the cooler months.

Van was making all sorts of faces at me as I was preparing this and I was thinking of what I had read about the varying purported origins of this drink.

One story is the Viet Q wanted to emulate eggnog from Thanksgiving in USA and have it with coffee from their homeland– certainly plausible. Another is there was a shortage of milk and that a chef Nguyen Van Giang invented the drink at Hanoi’s Sofitel Legend Metropole Hotel.

A shortage of milk in Vietnam in the 1940’s was the driver of its creation. Wanting to create a creamy coffee with no milk was a challenge but there was easy access to eggs and Longevity milk.

Nguyen Van Dao now runs the Giang Café and the trip down the alley is well worth the experience. There are photos on the wall of the family and orginal café and the dingy alley opens up to a two story building with courtyard.

The invented drink was so popular that Giang was able to set up his own Café Giang, now  hidden off Nguyen Huan, Hoan Kiem in Hanoi. The menu has expanded to include chocolate, green bean, rum and chocolate and Matcha. The mix also includes butter and cheese and is a closely guarded secret.

Its available in hot and cold form just as with traditional Vietnamese coffee’s – here’s a little visual of café Giang and their egg coffee (cut and paste link to your browser)


I made our own recipe of this nutritious coffee drink and it gets the flavour tick of approval from Van.

I use the Avanti Café glasses to avoid the need for extra container, so if you want a set of 4 for $25 they are available on special order – we will ship for free with your BX1 or bulk pack order contact us for arrangements (its not available off the site you will need to request a link)

Vietnamese Egg Coffee (Ca phe trung) al la Hugh

A delicious rich Vietnamese coffee topped with a coffee cream fluff made with whipped egg whites and combined with sweetened condensed milk egg yolk and an infusion of coffee.

Ingredients for four

150 ml Vietnamese coffee brewed through a phin or 5 shots expresso

2 whole eggs (separated)

4 tbs Longevity milk

1 teaspoon sugar preferably icing sugar or regular ok

Optional ingredient - Choccochino coffee powder


Special equipment

Chef's whisk and SS mixing bowl

Measuring jug 2 cup or larger

Small spatula

Avanti Café Twin Wall Glass 250 ml x 4

Espresso machine or Vietnamese coffee preparation equipment



Either start making 150 ml Vietnamese coffee or wake up coffee machine for 5 shots

Separate eggs

Whisk egg whites with tsp sugar to make glossy meringue style mix

Fold in egg yolks and 4 table spoons longevity milk (due to thick gloopy texture of the milk I just get the spoon full and let most of it drip into mix then go again and only scrape mix of at last spoon  - you use about 1/2 to 1/3  of the tin.

Mix in one shot of expresso or 30 ml Vietnamese coffee to the egg mix

Put one shot of Espresso in 4 glasses

Float egg coffee cream mix if not really stiff with spatula if you want better separation or as a variation just run the coffee through the egg mix in the glass and the coffee picks up on the creamy flavours and its not eggy at all – more like a tiramisu.


Dust on a Shake of Choccochino mix

This makes a great dessert style drink, it gets Van’s Flavour tick and looks great in the twin wall glass.

Previous offers no longer available





Both Foreign and Local Coffee chains boom in Vietnam

Both Foreign and Local Coffee chains boom in Vietnam


Vietnamese coffee culture continues to grow infused with foreign and local investment. Both the locals and foreigners are on a caffeine high


Foreign companies are not put off by higher rentals than they usually pay in their country of origin and the average $250000 it costs to set up their branded stores.

Internationals such as Coffee Bean & Tea Leaf, Starbucks and McCafe shops in district 1, HCMC, are popular with the locals who are entranced with the foreigner companies and their expensive pricing.

The Coffee Bean & Tea Leaf had a bumpy start in their first days in Vietnam. Now it boasts 13 shops in HCMC and two in Hanoi with a project plan to open three new shops each year.

The company is excited about the Vietnamese market with their experience of opening a shop and finding instant customers.

Other foreigners such as Starbucks that opened to much local hype in Ho Chi Minh in February 2013, currently has 34 stores in Ho Chi Minh City, Hanoi, and Hai Phong. Foreign companies position themselves at the high-end of the market targeting  những người trẻ giàu có

i.e. wealthy young Vietnamese.

Starbucks’ drinks average between VND85,000 and VND100,000 for every cup. A steep impost for many on an average wage of $600 a month

PJ’s Coffee, the US coffee brand which set foot in Vietnam in August 2016 , said it costs about $250,000 to open a shop in Vietnam, of which a large amount of running cost is spent on rental. Rents are two to three times higher than in New Orleans. The drinks are expensive, at VND50,000-100,000 a cup and their point of difference is cold brew coffee.

Mr. Yvanovich from PJ' coffee has plans to open at least 10 additional locations each year over the next five years. The first  opened in Vincom B Center Shopping Mall in Ho Chi Minh City.

Not only coffee chains, but giants in the F&B sector have also jumped into the Vietnamese market. McDonald’s,  has launched the McCafe system. 

Like McDonald’s, Tous les Jours, Paris Baguettes and Dunkin’ Donuts have also been expanding the sale of drinks.

Domestic brands such as Phuc Long, Trung Nguyen , Metrang and Saigon Café have also geared up to join the battle. Coffee drinkers don’t have far to go between their favourite shops whether it is  Phuc Long, Trung Nguyen. Metrang or Starbucks.

A Phuc Long spokesperson said foreign brands are not a threat to them, because Phuc Long targets young people with high quality coffee at reasonable prices.

Bonus this week with every purchase of 1kg or more is a 100 g pack of  King coffee’s gourmet blend don’t forget to ask


Interesting confluence of events in the coffee world - King coffee in BX1 has bonus 500g

Interesting confluence of events in the coffee world

CEPEA reports that the hot weather in the Northern hemisphere, that is the largest market for Brazilian coffee, is thought to be responsible for the decreased demand this last season. The incentive for stockpiling has been reduced with projected harvests for the 2018/19 season being a surplus. Together they appear to have created A further downward pressure on prices.

Robusta prices are down as the international price for Robusta and Arabica are lower internationally by nearly 30% over the last 12 months, Chart an unfortunate turn of events for Growers as input costs are increasing and Robusta production is reputed to be at an increase of 500% with the break of the recent drought in Brazil. (figures from P&A Marketing Coffidential September report)

USDA foreign Agricultural service points to good weather conditions leading to improved production yields and Arabica production being on the on year. The on year is a phenomenon that means every second year the crop is better than the off year so this points to greater production this year.

Vietnam needs to watch out as Colniza Brazil’s region that produces more than 50% of Brazil’s coffee is aiming to double output over the next 5 years as it recovers from drought. Figures of 10 000 hectares are being proposed.

On an entirely different note Mikel Coffee Community  has massive expansion plans for Australia. Their fist Australian store in Sydney is based on Australian’s historical introduction to coffee with Greek and Italian café’s and  our expectation that coffee is accompanied by food.

Mikel Coffe’s Vasileios Varnas says their Freddo cappuccino is a great hit even though its winter! Its an iced coffee with espresso poured over ice and topped with aphrogala (Iced milk foam).  Note Viet-coffee’s Saigon Espresso is ideal for this type of coffee with lots of espresso grunt to cut through the iced milk.

How do you make a Fredo – see it on Youtube here

The iced milk foam is created with the use of a milkshake blender. For those that want to experiment you can have an upside down Freddo with Longevity milk and ice - i don’t think you will be able to get the Longevity Milk to foam even when I tried to float the ice longevity milk mix it sank! Probably not enough Ice!

This Weeks special is the King Coffee Gourmet Blend the BX box has an extra 2 x 250g packs remember to ask for it with your order

Logistics - expectation gaps widen - a behind the scenes thought from Viet-coffee

Logistics - expectation gaps widen  - a behind the scenes thought from Viet-coffee

Amazon coming onto the scene has increased the push for fast and free – Ebay has product lines that ship for free. Ali Express has lines that ship for free and this is great where the shipping rates don’t form a considerable part of the value of the sale due to preferential postal rates between Asian countries (especially China) when compared to our shipping rates back to the rest of the world. Or for our shipping rates in Australia.

Australia (Particularly the West Coast) has struggled with the Fast part of the shipping equation. With Perth to Sydney more than London to Moscow and our rail line being only single track across the Nullarbor and taking 3 days via train from Perth to Sydney things take a little longer here.

E-Commerce has significantly outpaced the capacity of parcel networks some say by 300%. This growth has been most recently seen in the last four years and adding infrastructure to Freight service requires massive capital investment and with the need to turn a profit you can bet that any spare capacity is used or overused to get the last dollar out of it before there is expansion of capacity. They have a right size concept of if we make money that’s the right size even if it’s a tight size or there are delays in shipping times.

Australia Post for years has been looking at using existing infrastructure, squeezing more capacity and squeezing price from its contractors. Covered under the sweet term of optimisation its certainly not optimised for contractors. Those that complain don’t have their contract renewed and the contract is passed on to those who didn’t complain but now they have to work harder and longer whilst rates per parcel go down and expectations about deliveries numbers go up.

Freight companies are good at spin but end up spinning their  wheels. We have tried other companies to allow us to offer better deals to our customers but Sendle in particular was a spectacular failure for us, with a failure to collect, failure to communicate and a resulting loss in benefit for a customer wanting to establish a new business with no product due to failed shipping. Of course Sendle just give you the money back if you are lucky and mostly not as they deliverd albeit late. In the end it's no care, no responsibility with shipping and they are shot of the business having  no kind words or support for our customer with the failed business opportunity.

Day by day Australia post becomes more about making a return rather the servicing of customers – Australia Post  have just recently flagged the possibility of a fuel levy – which is just another term for prices up and they have modified their invoices to allow for the additional charge.

Sure there are synergies available between Startrack and Australia post that can be afforded with amalgamating routes But business is business and we see that other competitors are coming closer in line with pricing, however for us the differences are critical where  the product value is low compared to the price of shipping.

When we talk about widening expectation gaps - it's our belief that freight will continue to get slower due to congestion - both in parcel volumes and from infrastructure (road, Rail, airfreight, handling facilites congestion)  - and that it will become more expensive. Our goal is to find solutions that improves upon both of these trends and whilst we have spent a lot of energy exploring these concepts in our ongoing service to you,  there are trade offs and compromises when you need to manage prodcut delivery times against immediacy and cost.

We offer Fastway satchel services to our customers as we have the security of a signature without the addition of a charge and they have an additional price range at about 1 kg which is better value for many of our customers. All we ask is that  you verify the Satchel service is available in your area. Sorry not available outside Perth Metro area and Northern Territory, country South Australia. most of Tasmania and inland country areas on the Eastern Sea board

We are adding a link for you to check on our shipping page or Text us to confirm Fastway Satchel availability.


  Autumn Jade. Jasmine Tea from Hanoi. Hatvala 100g

Our Special this week is

Autumn Jade Green tea A captivating blend of fine quality green tea infused with real Jasmine flowers. No Artificial flavours used and it’s a refreshing all-natural drink to be used at any time $6.99 for 100g


Previous specials finished. But do have a look at the clearance section of the store here

Retail - a brutal and ugly turning point as reported on Gruen Transfer

Retail - a brutal and ugly turning point as reported on Gruen Transfer

Viet-Coffee never had plans for a bricks and mortar store – there are a number of reasons for this not the least of which being the flexibility afforded by an internet store open 24/7 and the 3 school aged children that require support to get the best out of their schooling. And the perennial problem of who looks after them when they are not well.

It is fair to say shoppers are now bypassing traditional bricks & mortar retail – many of the big retail outlets from Coles and Woolworths to Myer and David Jones who are traditionally brick and mortar entities are now into the internet and online stores

Consumers are getting more savvy and with the lack of growth in wages are forced to forgo the traditional mad retail rush prior to Christmas to engage in the fray of the post Christmas sales. Consumer confidence is not at an all-time high and now many people give money for people to make their own choice of gift – what better way to get value for money than wait for after Christmas.

I work in Perth some days of the week and in my travels I see lots of empty offices and shops. Some are due to acquisitions by overseas companies that buy the business and then relocate or business that have closed down because of the down turn in mining and exploration in Western Australia. An internet search today show 1304 tenancies in Central Perth for lease and premium office space offered for $150 a week.

Long established family business that have bricks mortar and don’t have an internet back room are going under – our local bike shop that had been there for as long as l can remember (I’ve lived in the same place for 30 years) has folded up. People are now using the brick and mortar business to gather information and then having used the stores presale support then go online to save a bit and this particular business did not have an internet store to catch the growing online market

Internet based stores have the advantage that display of product range doesn’t require meters and meters of floor space and sales staff. Its all there for you to see when you want to from the comfort of your own chair.

An internet store can be anywhere and doesn’t have to provide lots of parking and be accessible to lots of customers to survive. It audience and potential customer pool is anybody with an internet connection.

Sure you can try to grow your business in a monster shopping centre but beware the tenancy agreements here are not about your business making money they are about the big companies  that run, them riding on your back so that the better you are the more you pay.

The trend is now for those customers brave enough to engage in the retail experience to do the touching and feeling as a day out with some food or coffee for the outing but once the research is done to then buy online and have it delivered.

Department stores are declining and the age of the internet search is here.  Viet-Coffee feels lucky that we came into business just at the start of this trend.

As our special gift to you this week every order over 500g will receive 10 sachets of G7 Plain black Rememer to ask for it in your order details (limited stock limited time)

Where are we going with Coffee in Australia? Fastway back to normal

Where are we going with Coffee in Australia?

Since Viet-coffee started in 2009 we have seen significant changes in the coffee scene.  The growing trend to try new ways to engage consumers with different coffees is bringing up the unexpected, the worrying and the downright confusing like broccoli coffee. It’s based on the finding that we don’t eat enough vegetables so let’s combine one of our most popular beverages with vegetables.


A CSIRO research product has identified broccoli as a prime candidate for powdering, and discovered it works with flat whites as well.

(Supplied: CSIRO)


More coffee for younger people

There is no doubt that younger people are enticed into coffee with the ready to drink coffee in the shelves of convenience with an ever expanding rage of sweetened milky coffees taking up the shelf space. Recent studies show that Millennials spend more of their money on caffeine than investing in their future! (Quite disturbing for me as I put about 15% of my salary into super and that would be an awful lot of coffee)

Acorns Money Matters, reports 41-percent of nearly 2,000 millennials admitted to spending more on morning coffee than their superannuation.  A trend that is bound to be growing by the number of city workers I see walking round with a cup in their hand first thing on their way to work.

At a recent P&C meeting I found out that Western Australia (W.A.) was the wowser state for stopping coffee entering in the school canteen.  New changes to canteen rules have meant a relaxation of the standards with an agreement for national standards now allowing W.A. to come into line with rest of Australia in allowing coffee drinks into the school canteen.

School canteens can make their own decision as to whether to stock coffee drinks –I am ok with banning any drink with lots of sugar in it at schools whether its coffee or not.

Direct trade growing

The ever increasing number of local roasters sourcing their beans from producers all over the coffee belt allows potential benefits to all with the producer getting a better price than is available locally and the local roaster (In Australian) is able to source the best quality unique styles to give a broader choice to consumers to entice their taste buds.

Direct Trade and Fair trade same same? No not at all. Fair trade producers have to pay a premium that they hopefully recover with an improved return on their coffee beans when sold on up the supply chain. Enough western consumers are willing to pay that premium to be reassured the growers are getting fair price for their hard labour and the coffee is produced according to ethical standards.

Fairtrade  - DAKMAN has been certified to trade Fairtrade coffee sourced from over 130 Fairtrade certified farmers.

The group of Fairtrade cooperatives is a solid base for new projects and development in coffee farming.  Download a Fairtrade fact sheet

Direct trade may offer similar benefits to growers and producers but the principle effect is the wider range of specialist coffees coming to the market with Café owners able to make their point of difference in providing unique and exceptional drinks.

Viet-coffee’s specialism in Vietnamese coffee is part of that alignment with direct trade but we see that other companies worldwide that used to only deal with only Vietnamese coffee now have a much broader range reflecting the trend to a more diverse choice in sourcing and types of coffee.

Specialty coffee increasing in popularity

Coffee cartels with only one style of coffee are busted, interestingly enough we (Viet-coffee) still have to address the worrying marketing challenge of the best kept secret being that Vietnam is the largest producer of Robusta beans and second largest producer of Coffee in the world. 

Australian consumers are pretty savvy when it comes to coffee and the short time we have adopted the coffee scene Australia has produced the likes of Aussies  best  Barista in Heath Dalzile from South Australia, Hugh Kelly, Tilly Sproule  and in; 2015 world beating Sasa Sestic&nbsp

who used pre-fermentation shiraz-voignier to add aromatics to his specialty coffee. Now that’s different

Roaster Sam Corra from Canberra’s The Cupping Room, Sasa Sestic and Ona Coffee’s Hugh Kelly. Source: Facebook.


Sustainability speeding up

Vietnam has been at the forefront of sustainable coffee production with more than 25% of coffee produced having some form of sustainable certification.

Rainforest Alliance, UTZ, 4C Association  and Fairtrade coffee are well known certifications in Vietnam and supported by Government and private initiatives such as GAP (Good Agricultural Practice).

Companies such as Dakman are committed to knowledge transfer to farmer producers to secure coffee production into the future and provide raw beans with these various certifications.

Viet-coffee’s Metrang range fits perfectly into our portfolio to address these sustainability concerns – Check out MC range here

or cut and paste this link - https://www.viet-coffee.com.au/xcart/manufacturers.php?manufacturerid=9

Train derailment stops Fastway shipping for at least a week

Dear Customers

There has been a rail accident that has taken out the freight link between Perth and the Eastern States. The derailment is at Coonana

The offical government line is as follows - The ATSB is investgating the derailment of train 7MP7 at Coonana, Western Australia on 19 August 2018.

At about 1045 (WST), train 7MP7, travelling from Melbourne to Perth, derailed while passing over the eastern points at Coonana. Two locomotives and three wagons were derailed (including crew van). There was significant track and rolling stock damage. There were no reported injuries.

As part of the investigation, the ATSB will interview the crew, examine data inlcuding train logs, signalling logs and voice recordings, as well as examine operational procedures, and gather additional information.

A final report will be released at the end of the investigation. Should a critical safety issue be identified during the course of the investigation, the ATSB will immediately notify those affected and seek safety action to address the issue.

Image result for where is coonana

Fastway Say this -

Service Delays for Interstate Freight

Dear Valued Customer,

We have been advised there was a train derailment east of Kalgoorlie over the weekend.

Due to the train derailment, no freight will be coming in and going out from our depot until at least next Monday, 27 August.  

Please note this does not affect any of our local pick ups and deliveries.

Once we receive the freight, there will be a delay to get parcels delivered as there will be a backlog of freight for our couriers to get through.  We will work through the freight as quickly and methodically as we can.

If we have any further updates, we will communicate this to you as soon as we can.  We sincerely apologise for the delays and inconvenience caused to both you and your customers.

Thank you for your continued valued support and understanding.

Kind regards,

Fastway Couriers (Perth)

We say now is a good to get a larger order from the bulk pack or 5kg sections of the store as we are offering better discounts for these size orders whilst the derailment is sorted out - sorry this will have affected those orders sent by Fastway on MONDAY 20/08/18.

We will not be using Fastway until the deliveries get back to normal in an estimated 2 weeks

Sorry but this matter is entirely out of our hands and we shipped your product in good faith - you will have tracking details with Fastway shipment so you can check on the progress of your shipment at this link here with your parcel id https://www.fastway.com.au/tools/track

We will not be able to offer our smaller orders shipping with Fastway and have temporarily disabled Fastway shipping on the store

The derailment is near Coonana a place created to serve teh Trans line

Image result for where is coonana

Coonana, Western Australia - Wikipedia



Coonana is a small Indigenous Australian community in Western Australia located 775 kilometres (482 mi) east of Perth between Kalgoorlie and Laverton in the Goldfields-Esperance region of Western Australia.

Population‎: ‎83 (‎2006 census‎)
Location‎: ‎775 km (482 mi) East of ‎Perth‎;

Coonana us is on the highest part of the rail link between itself  and Chifley and used to be a loading point for the lucrative sandlewood trade


Dat Viet TV Boxes

Dat Viet TV  Boxes

Ever wanted to brush up on your Vietnamese? Or wanted to Watch more Vietnamese soaps? Or see the Vietnamese news?

Its easy now that Dat Viet is available in Australia for $260 (Plus shipping) all up for a year of Vietnamese television get Van to help

26 Channels of Vietnamese and 8 for Vietnamese abroad

Van is now working with Dat Viet and distributing this unique set top box across Australia

Wherever you have broad band  internet you are good to go.

Above – new style smart box, HDMI cable remote and power supply

The $260 payment is half for your set top box and half for your annual subscription

Van has helped so many people install these boxes she can do it over the phone for you now.

Plug in the power, HDMI cable and a little menu adjustment to log in and all of Vietnamese television is there for you.

Call Van now to get yours now before this new shipment sells out  MOb 0416 640 916


Me Trang Opens New Cafe in Phuoc Long - Viet-Coffee celebrates by stocking the full MC Range

New Me Trang Cafe in Phuoc Long

Me Trang opened a new Café on 21/07/2018 at Lot 01, Lot 4, Phuoc Long new urban area, Nha Trang. Another Me Trang coffee shop being spacious for Vietnam , airy, and just in the right spot to watch the world pass you by as you sip on your Vietnamese coffee.

With a large menu, customers have the opportunity to enjoy many of the Me Trang coffee products. Especially, the MC fresh coffee. Famous for its three criteria: No pesticide residue , no impurities, no preservatives. Me Trang is proud to have been awarded the gold food brand by Minister of Health Nguyen Thi Kim Tien for its clean green coffee.

Above- Traditonal Dragon Dance to bring luck and properity to the new shop.

Me Trang Café - Shop is a chain of Me Trang coffee shops, which also serve coffee and other drinks and refreshments. Me Trang is looking for Investors to participate in their expansion.

Above- Me Trang cafe employees pose for lucky photo

Viet-Coffee has expanded their Me Trang MC range and now carry the 1, 2 and 3. This distinctive brand is the flagship of Me Trang ground coffee range and as the numbers go up so does the quality of the blend and the strength of caffeine content.

Check out MC range here

Container arrived - give us a few days to get the whole store updated and the container unpacked

Here's Hugh struggling with the Container Seal

Let me try again

If I smile will that make it easier

No it really cant be that hard!

Ah at last

We have all your favourites and a few more besides

Yours not there email us and we will try to update earlier



Hugh and Van




Container is on the way


New stocks of Gourmet blend

New stocks of House blend

If you have been missing your favourite coffee its in its way

Container loaded and sealed and on the ship


We are expanding our range of Coffee’s from Metrang – More to follow on that

We are getting fresh supplies of Mugs and we are getting larger stainless steel Phin for when you want to make a lot of coffee at once

Container expected mid June and give us a few days to unpack – Bearing in mind that the timing of this is not really in our control!

Coffee On!! Its way

Viet-Coffee off to WAVBC event tonight - sorry for late post however looking forward to interesting night

Viet-Coffee off to WAVBC event tonight - sorry for late post however looking forward to interesting night



Venue: Room 121.1001, building 121 (the Senate Building), Murdoch University Art Gallery, 90 South Street, Murdoch WA 6150
Date: Thursday 24th May 2018
Time: 6pm-8.30pm

Program Agenda

17:30               Guest Registration

18:00               Opening address by Professor Chris Hutchison – Director of Research and Innovation, Murdoch University

18:15               Greetings by WAVBC President David Morgan

18:20               Young entrepreneurs Creating a strong future for Vietnam – Presented by Ho Thai Binh

18:45               Questions & Answers

19:15               Networking

20.30:              End

Proudly sponsored by

Go To All news link at bottom of page to see whole picure below










Working on new shipment with container to arrive mid June - new stock - expanded range - will update with news as it comes to hand

Best wishes 

Van and Hugh 

Raw product down and dollar buying down means prices probably up but here's something for your sweet tooth

Dollar Down - price of coffee up

Carrying on from our previous article about the cup of coffee not getting cheaper even when the wholesale price of robusta is down here are some new things to consider. China’s appetite for coffee consumption is voracious. The new Vietnamese Coffee enterprise King Coffee has in a few years gone from zero sales to tens of millions with a targeted billion $ in sales by 2020.

China’s appetitite for food is such that Kenya is backing away from its signature Arabica blends in order to meet China's appetite for macadamias. Vietnam  is expecting a roughly 9 percent increase in exports this year, due partly to rising production and partly to a decline from other players.


Other players aside from Kenya like Indonesia are expecting lower production due to weather affecting crops.  Columbia expects a fall of 3% and this is an off year for production of coffee in Brazil.


But its not just about production whats in the coffee bank?  How is the coffee stockpile? The stocks of coffee ready for manufacture are at their highest level for some time and Brazil’s production next year is anticipated to increase. Talk about ups and downs. It’s just plain bad for us with the AUD going down making the price of product out of Vietnam go up.

Don’t know whether to frown or smile we found something to put a smile on your face if you have a sweet tooth

How about a Vietnamese Iced coffee Pavlova – the recipe is from SBS’s Georgia Mc Dermott



  • 6 egg whites, at room temperature
  • ¾ cup caster sugar
  • ¼ cup brown sugar
  • 1 tsp vanilla bean paste
  • 395 g tin of condensed milk
  • 3 tbsp (or 1 shot) freshly brewed Vietnamese or regular espresso
  • 4 tbsp caster sugar 

Cook's notes

Oven temperatures are for conventional; if using fan-forced (convection), reduce the temperature by 20˚C. | We use Australian tablespoons and cups: 1 teaspoon equals 5 ml; 1 tablespoon equals 20 ml; 1 cup equals 250 ml. | All herbs are fresh (unless specified) and cups are lightly packed. | All vegetables are medium size and peeled, unless specified. | All eggs are 55-60 g, unless specified.


Resting time: 2 hours

Preheat the oven to 160°C.

In a large bowl, beat the egg whites until they form stiff peaks. Gradually add in the sugar while beating, tablespoon by tablespoon, until it is completely dissolved, and the meringue is glossy and stiff. Mix in the vanilla bean paste.

Line two large baking trays, and, using a spatula, divide the meringue into two even circles of meringue. They should be about the size and height of a cake.

Place the pavlovas in the oven, and set the timer for 20 minutes. The pavlovas should be browned, but still slightly soft to the touch.

Turn the oven down to 120°C, and continue to cook the meringue for an additional hour, checking to ensure it doesn’t become overly browned. Once the meringue has cooked, turn the oven off, and allow it to sit in the cooling oven for 2 hours, or overnight.

To make the coffee syrup, combine the coffee and the 4 remaining tablespoons of caster sugar in a small saucepan on a medium heat. Allow to bubble and thicken, until a viscous syrup has formed, and then remove from the heat.

To assemble, place the first pavlova on your serving platter, and drizzle it with half the coffee syrup, and your desired amount of condensed milk. Layer the second pavlova on top, pressing down very gently, and repeat with the remaining syrup. You may have some syrup and condensed milk left over, depending on your taste. Serve and consume immediately. 


Check out our clearance section of the store –its ideal for coffee to cook with.

Luke Nguyen on Vietnamese Coffee
Pour yourself a glass of Vietnamese iced coffee, you won't regret it! (Luke Nguyen's Street Food Asia)

Luke has done and dusted his Street Food Asia adventures, and now he is coming back to our screens with Luke Nguyen's Food Trail combining his life and career with family and food. So we asked Luke about his top tips for coffee Vietnamese-style and where he likes to get his fix when he visits Sydney. 

What to look out for?


1. Use only Vietnamese coffee beans, as they are more robust with nutty, chocolate, caramel notes. 

2. 'Trung Nguyen' brand is my preferred Vietnamese coffee.

3. Coffee should be pressed tightly into the Vietnamese coffee press. Pour 10ml of boiled water into the filter and allow to steep for 30 seconds. Then pour in the rest of the water. 

4. The drip should be nice and slow for the best coffee extraction. So be patient - so take 5 and read the newspaper...

5. The ratio should be - 2 tablespoons of condensed milk to 2 tablespoons ground coffee.

6. Use a generous amount of ice - definitely a glass more than half full!

7. I always combine the dripped coffee, condensed milk & ice in a cocktail shaker and shake vigorously before pouring it into a tall glass. There should be a nice froth on top. 

"Don't count on sleep anytime soon and be warned, Vietnamese iced coffees are addictive and you will want them anytime of the day." Luke Nguyen

Robusta down, Longevity back in stock, New in King Coffee Gourmet blend

Robusta coffee prices down but cost of processed coffee going up. If Coffee prices are down how come the cost of a cup of coffee or manufactured coffee doesn’t go down.

It’s a simple question that requires a complex answer.

We’ll start at the beginning. Coffee is a cherry and it’s the seed inside the cherry that ends up being used to make the coffee that we recognise in our cup.

To grow coffee “trees” have to be grown that produce an annual harvest. Water, fertilizer, farm husbandry have to be applied to get from the seed to the tree to the cherry. Then once harvested it can either be processed on farm usually by sun drying for Robusta or for Arabica a wet process is used to separate the cherry from the bean. Good quality local production can add value to the coffee, it is however labour intensive to grow and get coffee to the green bean stage.

Depending on the geographical location only certain types of coffee can be grown. The cost of land and its distance from either processing plants or wholesalers can have an impact on its cost or return to growers.

Vietnam grows a lot of Robusta and many years ago had problems maintaining quality of its beans but the Vietnamese Government implemented a long term approach to improve coffee varieties and production by providing education and support for farmers to improve the quality for production using such methods as better technology for growing coffee by appropriate application of water, improved use of fertilizer and access to better varieties of coffee plants.

This improved productivity and farming efficiencies at the same time gives better quality coffee and a better return to the farmer.

Drying Coffee Cherries

The next step in the chain is usually the processing green bean wholesaler who will value add by such processes as cleaning by screening for sticks, stones and broken beans, polishing and sorting by size. Economies of scale are important here as a large producer makes quick work of processing tonnes and tonnes of coffee on a daily basis. Improved technology and economies of scale have reduced processing costs but improving standards of living and wages expectations have been factors to push prices up. Some producers have their own processing plant varying from small producer drying Robusta on their concrete veranda to coffee cooperatives with farmers as members with large warehouse and expensive plant or the myriad of coffee manufacturers in the coffee world.
Green Beans
The next step is coffee in the form of green beans goes to roasters to create the differing styles of roast and variety of subsequent styles of bean and ground coffee. And not to forget that a lot of coffee still gets turned into instant coffee often straight from green beans to instant coffee.

Most of the previous processes are dealt with in economies of scale that have relatively low labour charges but when it gets closer to its end market economies are quickly washed away. As an example of how this can impact on the price of coffee Viet-Coffee’s shipping charges from Vietnam to Australia have historically been less than the charges from Fremantle Port to our warehouse. Here the tyranny of distance is quickly overcome by the high cost of Australia’s standard of living.

Coffee distribution in first world countries (ie Australia) carries a significant impost due to the higher cost of food standards, labour charges and greater attention to OSH matters which aggregates to be a greater percentage of the cost of the coffee compared to what is returned at the farm gate.

In many western countries the Barrista will be earning 100 times what a farmer is earning and the café owner will have expenses that are 100’s of times more for rent, electricity, insurance than will any of the coffee farmers.

So in ,many instances the largest percentage of the coffee cost occurs in the country of sale to the consumer. Where coffee cost per pound may go up or down in the country of origin the processing and supply chain costs usually will increase as a result of improving standards of living in producing countries and the higher costs in the country of sale. As the coffee progresses down the supply chain closer to its end market the cost is also averaged or leveraged to meet end consumer expectations.

An example of this is Trung Nguyen usually has a price rise every quarter. As Viet- coffee has to remain competitive in the market we will either be looking for efficiencies or have to pass on increases.

Viet-Coffee by sourcing its product in Vietnam and working with the producer/manafacturers we are as close as we can reasonably get to the farm gate. Some of our producers have major programs to educate farmers to get best practice agronomy, others are growers in their own right and may have a commitment to charitable works, and the Vietnam government is committed to programs that improve efficiency and value adding to coffee product to allow farmers to get a better price for their product.

In a nutshell the return to farmers is a small percentage of the total cost when compared to the costs imposed further down the supply chain. The cost we pay for a cup of Coffee is more likely to go down where there is an oversupply with poor demand and reduced wages at the country of sale than if there is a price change in the country of origin.

However here’s an example of the price of coffee going down – King Coffee is a new player in the Vietnamese coffee market. They are styled after Trung Nguyen with their Gourmet Blend bearing an uncanny resemblance to Trung Nguyen Gourmet Blend. Try it now - Available single pack, Bx1 and Bulk pack

buy a bulk pack for $47.99

Longevity Milk back in Stock $8.50 for 3 pack<

Platypus Charity Dinner Tuesday 1 May Mosman Park Bowling Club

Dear Customers

Particularly those in Perth, we received the following today and for those in Perth you might like to book in to this great fundraising event.


Dear Hugh,


It’s that time of the year again and we are seeking your attendance at the Annual Platypus Charity dinner. The dinner will take place on Tuesday evening 1st May at the Mosman Park Bowling club. Please see invitation below for full details.


You have generously come along and brought friends over the years and we hope you will be able to join us again in 2018.


What have we achieved over the last 6 years?


  • We are helping 200 kids at school, 100 in the remote mountainous NW region of Vietnam, one of the poorest regions in the country. And the other 100 in the central area near Danang. That’s tough territory too. We choose the most remote and poor regions of Vietnam as that’s where the help is most needed.
  • We support families because this is where the main benefit is. We support their children’s education because education is an essential element to eradicating poverty.
  • Over the years we have helped about 350 youngsters, and this is now increasing with the escalation of the middle to upper school program… but more of that to come from the team on the evening.  


We will be sharing a brief video on the evening -  a success story of Le Dieu, a 21 year old young woman … Le Dieu topped the entrance exams for the leading University in Ho Chi Minh. A very special girl.


The tickets prices are set at $100.00 per head, however, we urge you to please consider donating more on the night to ensure that we are able to continue to do the good work that the Platypus Charity supports.  


The night is one of generosity and camaraderie... delicious food, and excellent wine.


A night where we - in our safe and wonderful country - can afford to give thanks for our good fortune of living in Australia.  


We do hope you can come again this year and make a table of friends if you can. The Mosman Park Bowling club is a novelty and great venue where the view of the Swan River from the back balcony is unparalleled. 



Bob Greer

Chairman Platypus Charity



Dont forget to check out the bargain section of our store


Best wishes


Hugh and Van

Warehouse clearance

Late news - Secured 6 cartons Gourmet Blend - back in stock

Easter Sale Warehouse clearance to make room for new shipment.

Lady fox Past best before Date of 05/2017 less than one carton.

We had our annual pilgrimage to our farm in Chittering road Bullsbrook yesterday and one of the topics of conversation was the coffee. My mum used a percolator to make the coffee for consumption at the farm and our guests commented “This has to be your coffee as It’s so smooth and full of flavour!” High praise for a coffee that has a best before date of 05/2017.

Lady Fox is Mum’s favourite and its flavour tones are quite robust for it to stand up to being percolated and still shine through with its Vietnamese heritage. It’s a bargain at $3 a pack – No limit aside from when the clearance stock runs out.

buy your Lady Fox 250g for $3 here


Another Clearance special is Indochine's Signature Espresso Arabica coffee made from Indochine Estates Dalat Bourbon Arabica.

This is a full bodied, mellow medium, dark roast coffee. It has a lingering aroma and no excessive bitterness.

This is fantastic black with it's intense aroma but still goes well with ice cream, milk or sugar.

Medium dark roast - full body - sweet - Arabica

Past best before date December 17 - Compliments any butter roast coffee at 50% blend to wind back the Robusta tones and give a bit more sophistication. Not Typical Vietnamese Style but aged Arabica - Van doesn't like  Espresso styles but will drink this with a 50% blend of any of our butter roast Robusta blends.

buy your 2 kg espresso with shipping for $30 here


Viet-coffee celebrates the year of the brown mountain dog

Year of the Dog commences February 2018. It is the eleventh year in a 12 year cycle of the Lunar year cycles. Those born in the year of the dog are seen to be honest and loyal. Their years are 1922, 1934, 1946,1958,1970, 1982, 1994, 2006, and this year!

Here are pictures of Trigger our Brown Dog! its your year!

Dogs together are pack animals and they may have some problems trying to be top dog particularly where there is a bone involved.

Dogs are well grounded and the sign for 2018 is represented by two mountains either side by side or one beyond the other. So it’s the year of the mountain dog and if you are a dog you may be a wild mountain dog experiencing some barriers this year. Wise dogs will see a way through to remove the barriers to see a wide open road ahead.

For all dogs a well planned year this year will lead on to a beneficial year in 2019 the year of the Pig.

The first day of Brown dog year is February 4 with the celebration of lunar new year on Feb 16th, its brown dog as this year is an Earth dog year. The portents are good for exhausting but happy, frustrating but cheerful, rested and tired and occasionally dull.

Here is Trigger looking to the future

This is why we need to plan and it’s a good time to focus on health eating, sports and shedding bad habits.

For Rats its looking good, Ox’s it good but do be precautious, Tigers it’s a great year for you, Rabbits not good not bad but be careful, Dragons not especially good year and be cautious with travel, Horses and Goats enjoy your selves, Monkeys it’s a good year for hard work, Roosters now it the time to make good decisions in a good year, and Pigs it’s a year of fulfillment leading up to your year next year.

Viet-Coffee celebrates the new year with a special offer to all our customers – if you mention it’s the year of the Dog in your order during the celebration time of lunar New Year you will get 2 aluminum espresso sized Phin with your order(Valued at $7) MC1

You must mention that it’s the Year of the Dog in your order or no Phin. We also have special pricing on some of our Indochine Dark close to code ground coffee at 50% off buy it here for $4.80 a pack

https://www.viet-coffee.com.au/xcart/product.php?productid=207&cat=5&page=1 Indochine Dark


Christmas and Scams

Dear All -

The following is the text of a scam email regarding Australia Post delivery - The Grammar and language give it away - do not click on any links in this sort of email - if you have a concern about delivery contact us in the first instance - we try to send tracking details for orders so you can keep up to date with deliveries. This scam email starts badly and then just carries on

Your sending has not been delivered!          

(Really? Who writes like this!)

Your dispatch has not been delivered to the specified address on November 13, 2017, as nobody was at home. If you don't claim a package within 10 labor days, Australia Post will charge you for storing it.  (Not true and whats a labor day)

Please get and examine the information about your dispatch, print it and go to the post office to claim your parcel (Hmm more grammar problems here and the button that won't display properly and is delinked is the hook for the scammers )

  Get Document

Warranties -  Australia Post Private Agency (Now a private agency! - Australia Post are trying to get there but not there yet) expressly disclaims all conditions, guarantees and warranties, express or implied, in respect of the Service. Where the law prevents such exclusion and implies conditions and warranties into this contract, where legally permitted, the liability of Australia Post regarding breach of such condition, guarantee or warranty is limited at the option of Australia Post to either providing the Service again or paying the cost of having the service supplied again. 

You can find any information about the procedure and conditions of parcel keeping, in the nearest post office.   (Hmm Parcel keeping?!)

Please check information otherwise, you may be fined by an error. (I have never seen a error fine sombody!)

Best regards, 

Australia Post Private Agency Online Team ( Ah yes the private agency thing again!)

It is unsettling to receive such emails but Australia Post did not send this one - please check with us first about delivery problems 

Change of topic and On to Christmas deliveries

We can deliver your Viet-coffee present across Australia for you - just make the shipping address different for this order or drop us a line as to whom it is being gifted to.

We'll even chuck in some gift wrapping (limited time offer - stock may run out)

Fastway orders must be finalised for Shipping December 4 for the Eastern Statees -   Sorry Australia Post is a little vague here but I would go with the same date.

There are still some bargains to be had in the store with competitive pricing on Gourmet Blend, MC1 and EMC coffee and our usual bargain prices on Saigon Phin Daklak

Hope you have a great Christmas from Hugh and Van 


Metrang on Sale - price beater head to head on Creative 1

You may not know but we have a range of suppliers of Vietnamese coffee with some almost competing head to head in style and flavour and we have just put our Metrang MC1 Coffee on Special – this is a similar in style to the Arabica Robusta Blend as the Trung Nguyen Creative (Sang Tao) 2.

Metrang’s production facilities are second to none and they are scrupulous in their attention to keeping all parts of their coffee production green and clean.

We’ve been there and seen the masks and gloves on when they are working with the product.

Our current special price for Metrang puts it at a significant price advantage to the Creative range.

Equivalent package size 2 x 250g Creative 2 is $12.50 vS Metrang 1 at $10.99, and its especially good buying in the bulk pack (2.5kg coffee including shipping) at $55.99-

We only have a carton at this special price.

I love the language used by Metrang to Market their super clean coffee

About the meaning of the MC brand: : the letter M (Em) stands for Me Trang, letter C stands for Coffee. MC stands for Clean too. MC Coffee is manufactured on fully self-contained chains, with the advice and supervision of scientists.

We are committed: The material perfectly clean, no pesticide residue or plant protections.

The product does not contain impurities or preservatives.

With the gently scent, coffee MC 1 is the mildest combination between the bitter taste of Robusta and the slightly sour taste of Arabica.

Coffee’s caffeine content is higher than 1.0%”

We hope you will love the coffee when you try it – buy a pack for $10.99 with your next order or make your next order a bulk pack $55.99


Trung Nguyen Che Phin Coffee the last of the range released

Trung Nguyen Che Phin Coffee now in 3,4 &5

I have been under the weather with the flu’ and thought we needed to kick things off again. To that end we have released the rest of our Che phin Coffee – For many years we had been asked if we stocked this range and as with somethings Vietnamese it can be tricky to get things done.

It just seems to get lost in translation – I have no explanation other than that.

As a sample story several Years ago Trung Nguyen changed the name of their Legendee Coffee to Creative 8 – it took us 2 years and 2 visits to get accurate information as to what the change meant.

Introducing Che phin to Australia has been one of those similar stories where its like we have to align the moon and the stars and then get the right happy squint on our face to get it all to work.

Che Phin 1 2 and half of our stosk of Che Phin 3 have now left the building and we need to move on the Rest of the 3 and now Four and Five.

These 500g packs have similarities in style with the Creative or Sang Tao range with the number indicative of increasing complexity, intensity and quality of the beans used. And the style of blend.

Che phin 3


The Che phin 3 is a delightful Arabica SE (Sparrow) Heirloom variety with bright Arabica tones with mild acidity and some sweetness. Great for cold brewing or even through to Turkish style but you will have to grind it again.

Doubling up on intensity of Che Phin 3 shouldn’t be a problem and makes a great iced coffee concentrate.

Che Phin 3 single $12.99

Che Phin 4 is a four blend mix of Arabica, Robusta, Catimore and Excelsa. Culi coffee’s are those that only contain one single bean (not a pair) in the center of the coffee cherry, purported to be of better flavour the round bean has unique roasting characteristics . Strong, complex full bodied and more intense than the Che Phin 3.Che phin 4

A lower Brew temperature eg 85 Celsius will emphasize the vanilla and chocolate as you get a hotter brew these flavours are supplanted by those of Americano style. Again double up if you want an intense coffee liquor but don’t try to keep for later, it, Culi Coffee is best used fresh. Che Phin 4 single $14.55

Che Phin 5 is a Culi Arabica and the most intense in flavour. Smooth and dark with natural sugars from the Arabica, its very popular as a hot coffee.

Che Phin 5

Brew it light as a mild breakfast coffee or have it as a full city roast with little bitterness. This is specially ground for Phin use and again try to stay away from a higher temperature brew to enjoy the caramel nut and fruit tones.

All Vietnamese coffee roasts with the special butter roast cannot be said to be Vegan and the proprietary coffee flavours used to create each of these unique blends may provoke soy or vegetable oil allergies.

The TN range is certified Hallal and typically Vietnamese in style and flavour, never disappointing and as we move towards summer ideally suited for Caphe Da or to be complimented with Longevity milk. Sorry not a coffee for the diet conscious or low caffeine aficionados.

Buy your Che Phin now before we run out – available in single pack (mix it up with yor other favourites and pay the shiping charge (usually 12.50 for an order under 3kg) or 2.5 kg or 4.5 kg packs with shipping included.

Click on the links below to go directy to our Che phin range


Che phin 3 x 2.5kg $69.99 - with shipping

Che Phin 3 x 5 kg $116.99 - with shipping

Che Phin 4 - 2.5 kg with shipping - $81.78

Che phin 4 - 4.5 kg with shipping - $134.99

Che phin 5 - 2.5 Kg with shipping - $95.64

Che phin 5 - 4.5 kg with shipping - $155.99





Heirloom Arabica Coffee from Guatemala - now for something different!

And now for something completely different.

We have accepted a very small batch of a unique Guatemalan coffee beans and what a back story to this coffee.

So the story goes Jesuits brought coffee plants to Guatemala in the 1760’s but exports did not really take off with coffee imports from Cuba and Trinidad filling local need and transport costs being a big barrier to export . The main export in the early 1800’s was Indigo dye but problems with locusts, the Napoleonic wars and competition from Venezuela and the East Indies drove prices down. Coffee was one of 40  agricultural products considered to take on the export mantle.

The batch we have  is single origin ,single estate coffee from the Acetango Valley. The Acetango region in Guatemala is one of 8 recognised coffee growing regions in Guatemala. The Valley sits at an altitude of 2000 meters with stunning views.


The varietals in this batch  are heirloom varieties of Arabica with Bourbon 60% and Cattura 40%  

The Acetango Valley, known as Acetango Volcano Valley it is so named due to its frequently erupting volcano creating rich mineralised soils perfect for coffee cultivation.

Volcanic soils have a good structure and texture for coffee growth as they often contain vesicles, which make them porous and ideal for retaining water. As the roots of coffee trees have a high oxygen demand so good drainage is essential and volcanic soils are ideal for coffee production.

Guatemalan coffee is high altitude and grown under grevilleas and Ingas. Ingas are a nitrogen fixing tree and known as the ice cream bean tree.

The forest created is a lush refuge for local and migratory birds and the climate is seasonal with temperate gusts from the Pacific Ocean keeping frost at bay and creating the ideal amount of humidity.

The seasonal climate encourages flowering and later allows for sun drying of the beans. The under-story of coffee under the lush trees allows the beans to mature slowly, improving the attributes of body and acidity in the cup.

Acatenango Valley's Cup Characteristics
Acatenango Valley® cup profile
A marked acidity, fragrant aroma, balanced body  and clean, lingering finish.


CAfetoland was established over 60 years ago and over now over 2 generations with its plantation situated in Acetango, Chimaltenar. The founder Veronica Lantan is a leader in helping women being employed in the coffee industry

Guatemala is known for its specialty coffees with sweet flavoured nuances unique to the country. What makes it so unique is that the climate is so diverse with lots of high altitude farms, consistent rainfall and a good understanding and practice of coffee technology.

Buy your 250g Lady fox for $3 here

Gift certificates