Aspirations to restore indigenous coffee seed

In the context of agriculture shifting toward quality and sustainable development, farmers are moving from traditional production to modern practices, applying science and technology to enhance product value. The story of Quach Binh Duong, Director of Caffe A Vang Co., Ltd., is a typical example of this trend.

A journey from the fields

Born and raised in Lam Dong, Duong developed a passion for coffee at a young age. Owning 3 hectares of land in the Cau Dat area, he once dedicated himself to cultivating Robusta and Arabica coffee.

Later, recognizing the shift in consumer demand toward clean, traceable, and high-quality products, he began an in-depth study of varieties, soil conditions, cultivation processes, and especially post-harvest techniques.

During his research, he chose the Yellow Bourbon variety, a line within the Arabica group. Compared to the common red Arabica, Yellow Bourbon coffee has a delicate aroma, less bitterness, a deep sweet aftertaste, rich layers of fruity and cereal notes, and overall superior quality compared to Robusta. Due to its rarity and quality, Yellow Bourbon commands high prices and is often sought after by specialty coffee roasters.

In early 2020, Duong decided to convert his entire Robusta and red Arabica plantation to Yellow Bourbon coffee. Beyond practical experience, he learned from agricultural engineers, participated in specialized coffee training courses, and conducted independent research using both domestic and international materials to build knowledge and expertise in intensive Yellow Bourbon cultivation.

In the early years, he faced numerous challenges, including reduced yields, susceptibility to disease, and inconsistent quality. However, these difficulties helped him accumulate experience and gradually refine his farming model. With the orientation of “farming with science,” he developed an organic cultivation model that encompassed soil improvement and balanced nutrition, pest control, water-saving irrigation, and moisture monitoring. As a result, the plantation stabilized, achieving good yields and consistent high-quality beans.

From the initial 3 hectares, he expanded to 10 hectares, producing about 200 tons per year. At the same time, he collaborated with local farmers to develop a concentrated raw-material area of approximately 100 hectares, creating livelihoods for many households.

Building a brand

After initial success with Yellow Bourbon, Duong did not stop at growing and selling raw coffee, which is heavily dependent on market fluctuations. Instead, he chose deep processing to increase product value.

In 2023, the A Vang Coffee brand was launched with the philosophy “quality from the heart” – not only referring to product quality but also the dedication of farmers to the land, crops, and consumer health.

He developed a diverse range of products, including roasted beans, specialty ground coffee, Yellow Bourbon extract, instant coffee, and Yellow Bourbon honey. This diversification helps him take control of output and reach different customer segments. As a result, the value of coffee beans has increased significantly, providing stable income for farmers and workers along the processing chain.

In 2024, the first batch of A Vang Coffee was introduced at the International Specialty Coffee Exhibition. The product was immediately selected for the “Limited Heritage Coffee” category – a group of products with the highest preservation value. Consumers highly appreciated its light, refined flavor, mild acidity, deep sweet aftertaste, and captivating aroma. It is also fully organic, free from flavorings and preservatives, and suitable for health-conscious consumers, especially the elderly. In the market, A Vang Coffee has been well received, earning high recognition from coffee enthusiasts and international partners.

According to Duong, among Arabica varieties, Bourbon is among the highest-quality lines. However, in Viet Nam, it remains relatively unknown due to low yield and difficult cultivation. To bring Yellow Bourbon closer to consumers, he leverages digital platforms, social media, and distribution channels, including supermarket systems and airports, where both domestic and international customers can access the product.

Yellow Bourbon was once forgotten, with many areas replaced by high-yield varieties such as Catimor. Today, pure Bourbon cultivation areas in Viet Nam are very limited. Therefore, Duong’s journey is not only an economic endeavor but also an effort to preserve and elevate a valuable coffee variety.

Yellow Bourbon coffee was introduced to Viet Nam by the French in the late 19th century (around 1875) and was initially grown in northern provinces. In 1927, it was brought to Cau Dat (Lam Dong) by a French plantation owner. However, due to an underdeveloped coffee market and disease issues, it was neglected for decades. In 2005, Dr. Pham S (former Vice Chairman of the Lam Dong Provincial People’s Committee) conducted restoration efforts and supported farmers in successfully propagating the variety.