Coffee remains the ‘black gold’ on the red basalt highlands

Once a barren land after the war, where red basalt hills were covered with wild grass and traces of poverty, the Central Highlands today has entered a new season - the “golden season” of coffee. It is no longer just about livelihood; coffee beans have become “black gold,” carrying billions of USD in economic value and turning this region into one of the world’s leading coffee production hubs.

Revival from red basalt soil

The road into Kon Gang, in the former Dak Doa district (Gia Lai), is no longer what it used to be. The once muddy red dirt paths have been widened and leveled. On both sides stretch lush green coffee gardens, with their canopies interlocking to shade the sky above.

Few remember that more than two decades ago, this area remained largely untouched. People’s lives revolved around cassava, maize, and a few plots of upland rice. The arrival of coffee changed everything, but the journey was far from easy.

In 1999, Vu Thi Tu and her family moved from Ha Nam to the Central Highlands, bringing all their savings to buy 4 ha of red basalt land in Kon Gang. At that time, there was no electricity, no water, and no experience in coffee farming to be found. In the early years, she picked up coffee growing techniques from others, but reliance on chemical fertilizers and pesticides led to low yields and depleted soil. To make ends meet, she intercropped short-term crops such as cabbage, ginger, and passion fruit, yet the struggle remained.

“On this red basalt land, coffee is what keeps people rooted,” she said, holding on to her unshakable belief. She never considered giving up coffee. Twenty years later, that belief has paid off. From barren land, her family now manages more than 5 ha of thriving coffee, cultivated organically and meeting VietGAP and 4C standards.

Kon Gang is not the only case. Across the Central Highlands, similar transformations are unfolding. In Dak Doa, many households, including those from the Ba Na ethnic group, have changed their farming practices.

ANghem, a farmer in Dak Doa, once relied solely on rice and cassava, earning just enough to survive. In 1995, he boldly cleared land to plant his first coffee trees. Initially, he depended on chemical fertilizers and pesticides to boost yields. But as the soil degraded and trees weakened, he realized the cost was too high.

Switching to organic farming became a turning point. Now, with 2.5 ha of coffee, he not only secures stable buyers but also expects to harvest over 10 tons of beans in the coming season amid high coffee prices. More importantly, the soil has recovered, the trees are healthier, and production costs have dropped significantly.

This transformation did not happen overnight. Le Huu Anh, Director of Lam Anh Agricultural and Service Cooperative, has spent nearly a decade in Dak Doa working alongside farmers. He visited each farm, guiding them on pruning, organic fertilization, and new production methods. Organic coffee gardens gradually produced more fruit at lower costs. Real results thus became the strongest persuasion.

“Black gold” and record-breaking figures

The shift at the household level is clearly reflected in industry data. In 2024, Vietnam exported 1.32 million tons of coffee worth over USD 5.48 billion - a record high. By 2025, exports were estimated at 1.59 million tons, with a booming value of USD 8.9 billion, the highest ever.

With more than 700,000 ha of coffee, over 95% located in the Central Highlands, the region has become the country’s biggest coffee production hub. At the local level, Gia Lai has over 57,000 ha of coffee certified under standards such as VietGAP, 4C, GlobalGAP, Organic, and Rainforest Alliance, giving it strong access to demanding markets.

These efforts have reshaped international perceptions. At Coffee Expo Seoul 2026, Vietnamese coffee was not just a commodity but a symbol of a new development strategy. Products like Fine Robusta surprised visitors with their clean, sweet taste, often mistaken for Arabica.

Enterprises also play a vital role in this value chain. Vinh Hiep Co., Ltd. is a prime example. In 2024, it achieved export revenue of USD 525 million, accounting for approximately 10% of the nation’s total coffee exports. With over 30 years of development, the company has built a strong reputation not only for raw exports but also for branded coffee.

Its L’amant Café line aims to elevate Vietnamese coffee through both quality and origin storytelling. According to Thai Nhu Hiep, each product is fully traceable from farm to factory and meets global standards. The “3 no’s” process, no flavoring, no additives, no chemicals, underscores its commitment to quality and consumer health.

Science and technology are the foundation for growth

There are still challenges ahead for this precious “black gold”. Major markets such as the EU and the United States are tightening requirements on traceability and sustainability. Regulations like the EUDR demand greater transparency and responsibility across the entire production chain.

According to Dr. Phan Viet Ha, Deputy Director of the Western Highlands Agriculture and Forestry Science Institute (WASI), most coffee plantations were established after reunification and are now aging, leading to lower productivity and quality. In response, the Ministry of Agriculture and Environment has implemented coffee replanting programs using high-quality new varieties. After more than 40 years of research, WASI has developed and transferred wide, high-quality varieties such as TR4, TR9, TR11, and TRS1.

Today, over 80% of coffee areas in the Central Highlands use these varieties, improving both yield and quality. New varieties and smart farming models have increased yields by 9 - 16% and profits by 16 - 23% without additional costs, paving the way for sustainable development.

Luong Van Suc’s household in Ia Phi commune (Gia Lai), with 1.5 hectares of coffee, is a typical example. Previously, like many others, his family relied heavily on chemical fertilizers and pesticides, leading to soil degradation and declining yields. After joining a climate-smart coffee model, his farm improved significantly, producing higher-quality beans.

“Applying smart coffee farming reduces costs and increases profits. With clear results, my family plans to expand the model and adopt more advanced techniques,” he said.

Stories from Kon Gang of Vu Thi Tu, ANghem in Dak Doa, and Van Suc in Ia Phi continue to inspire the expansion of organic models and a shift in farming mindsets, ensuring that basalt lands remain fertile sources of prosperity for ethnic communities in the Central Highlands.

These stories are no longer isolated; they are forming a broader picture. The Central Highlands today is no longer a land marked by war. The past has given way to vibrant green life. “Black gold” is not just a metaphor. It is a real value, measured in billions of USD in exports, in the transformed production mindset, and in the growing global standing of Vietnamese coffee.