Owner of Enjoy Coffee collaborates with local farmers for organic coffee production

Le Van Hoang, born in 1990, is the Director of Bazan Dak Nong Coffee Co., Ltd. and owner of the Enjoy Coffee brand chain.

Commenting on his journey with the coffee plant, Hoang recalled that in 2012, after graduating in accounting in Ho Chi Minh City at the age of 22, he returned to Dak Nong Province. Instead of seeking a job in his field of study, he decided to open a coffee shop serving brewed coffee. To gain knowledge regarding the coffee brewing process, he traveled to Ho Chi Minh City to learn the craft before returning to Gia Nghia and opening a coffee shop called Enjoy Coffee.

"Local and outside-of-province customers typically have a preference for dark and thick coffee. This is roasted coffee, often mixed with additives. While it may not meet quality standards and consuming it in excess can cause health problems, roasted coffee is a favorite for many. Blended coffee products are gradually growing out of fashion; however, they are still the preferred choice of many customers. In contrast, brewed coffee, although purer, appears thinner and tastes milder. As a result, very few customers ordered brewed coffee when my shop was just opened. They often opted instead for fruit juices and smoothies. After nearly a year of persistent persuasion and explanation, the high-quality brewed coffee slowly gained acceptance," Hoang shared.

Building on the success of his initial coffee shop, Hoang established Bazan Dak Nong Coffee Co., Ltd. To date, the Enjoy Coffee brand has expanded to eight stores: six in Gia Nghia, one in Ho Chi Minh City, and one in Hanoi.

With the goal of providing consumers with clean, high-quality coffee, Hoang began researching organic coffee production in 2017. He visited the Western Highlands Agricultural and Forestry Science Institute (WASI) to inquire about high-quality coffee seedlings developed by the institute. Subsequently, he invested in an 8-hectare coffee farm in Nghia Trung Ward, Gia Nghia City. He later expanded the farm to 17 hectares with a focus on organic farming practices.

With the goal of encouraging local farmers to adopt organic coffee production, Hoang visited coffee farms to observe their practices and persuade farm owners to cooperate.

"Convincing the local farmers was not an easy task, as they had been practicing traditional farming methods, using chemical pesticides and fertilizers without regulations. Initially, many farmers agreed to collaborate when they heard I would guarantee the purchase of their products at a price higher than the market rate. However, during the process, some abandoned the initiative because organic farming requires strict compliance with certain practices, such as avoiding chemical fertilizers, chemical pesticides, and herbicides, and using manual or mechanical methods to control weeds. This approach is more labor-intensive and time-consuming," Hoang explained.

Organic farms may have an initially unappealing look, with abundant weeds and lower yields. However, farmers who remained committed reported that after three harvests, they became familiar with the process, and the yield gradually increased to match or even exceed that of traditional farming. Moreover, organic farming helps prevent environmental pollution and protect the health of both the farmers and consumers.

Le Van Hai, a farmer who owns 3.5 hectares of coffee in Dak R’moan Commune (Gia Nghia City), shared, "I was one of the first to collaborate with Bazan Dak Nong Coffee Co., Ltd. in 2017. A few years ago, when coffee prices plummeted below 30,000 VND per kilogram, the company purchased it at 40,000 to 45,000 VND per kilogram."

He added, "Organic farming methods provided by the company are not too complicated to follow. The yield was initially lower compared to chemical farming. It has improved since, with yields reaching 3 to 3.5 tons per hectare. The investment costs are lower, leading to higher profits. Moreover, the company guarantees the purchase of our products, so we no longer need to secure buyers."

Hai explained that traditional farming practices had significantly degraded the soil, causing the coffee to age prematurely, with unstable yields due to uncontrolled use of chemical fertilizers and pesticides. After the partnership, the company provided him with training and technical guidance on soil management, water-saving irrigation, and the use of organic fertilizers and pesticides. As a result, his coffee farm has developed considerably, with stable yields and fewer pests.

To help farmers master the organic coffee cultivation process, reduce risks, and increase yields, Hoang has partnered with the local agricultural sector and experts to organize training courses for participants. These sessions also offer hands-on experience with the clean coffee production process at the farm.

To date, Bazan Dak Nong Coffee Co., Ltd. has partnered with 30 coffee farming households in Dak Nong Province. The partnership spans a total area of more than 100 hectares, with an annual average yield of approximately 300 tons of green coffee. With a steady supply of clean raw materials, Hoang invested in a processing and sorting facility.

"Clean cultivation is not enough to produce high-quality coffee beans; it also requires a careful processing and sorting process. Furthermore, the roasting and grinding stages are crucial in creating a cup of coffee with the distinct flavor that defines our brand," Hoang explained.

In addition to the eight stores in his chain, Hoang operates 15 franchised coffee shops and more than 100 distributors both inside and outside the province. Enjoy Coffee products are also available through online sales channels such as Lazada, Tiki, and Shopee. Additionally, Bazan Dak Nong Coffee Co., Ltd. is exporting its coffee through a business partner.

In 2020, Hoang was one of 56 young individuals to receive the Luong Dinh Cua Award from the Central Committee of the Ho Chi Minh Communist Youth Union. He was also one of 10 exemplary figures to receive a Certificate of Merit by the Prime Minister. In 2021, he was recognized by the Central Union of Vietnamese Youth Associations as one of the top 10 outstanding young entrepreneurs.