Vietnamese coffee gains premium status in Italy's Lavazza portfolio

The Ham Rong coffee, grown on a farm operated by Vinh Hiep Co., Ltd. in Gia Lai province, has been selected for inclusion in the 1895 Coffee Designers by Lavazza range, one of Italy's most renowned coffee roasters. This represents a landmark achievement for Vietnamese coffee producers seeking to establish a foothold in premium international markets.

Lavazza's decision to use the specific farm name as an official product designation signals growing recognition of Vietnamese coffee's quality and potential. The move reflects shifting consumer preferences toward traceable, origin-specific coffee products in Europe's premium segment.

Vietnam has long been a major global coffee producer, but most exports have traditionally been marketed under generic origin labels rather than individual farm names. This partnership with Lavazza opens new possibilities for Vietnamese specialty coffee producers to gain differentiation and premium pricing in discerning European markets.

The collaboration comes as Vietnam and Italy continue to strengthen bilateral ties across multiple sectors, including trade, culture, and technology. The coffee partnership exemplifies how commercial ventures between the two nations can elevate Vietnamese products on the global stage while supporting sustainable agricultural practices in the Central Highlands.