Dream of Vietnam's Coffee King
DREAM OF VIETNAM 'S COFFEE KING
"I always dream of building a well- known coffee trademark so that my country can export a large volume of processed coffee, not just green coffee beans," Vietnam ' s coffee king Dang Le Nguyen Vu told Xinhua.
Seven years ago, Dang Le Nguyen Vu, director of Trung Nguyen Coffee Co Ltd, was nobody but a medical student whose parents are poor workers. Nurtured by the aspiration to make a fortune for himself and his country by selling processed coffee, Vu, in 1996, opened a coffee roasting facility in Dac Lac -- the kingdom of coffee in Vietnam - with a total workforce of only four, including himself and three of his friends.
Having practically no money and experience, Vu struggled to make his business survive while still having to attend classes. By the time he got a Bachelor 's Degree in medicine he had already succeeded in collecting over 30 formulae for roasting, grinding and brewing coffee.
Time went by, and so did the money Vu invest in his small production base. His parents had to sell their own house to contribute capital to the base because their son wanted to develop it into a bigger one.
"I put all my life in coffee processing industry instead of working as a doctor because a poor doctor has no money to help patients who need treatment. More importantly, Vietnam needs a famous processed coffee brand for the whole world to enjoy and admire," Vu said.
His dream of establishing a household coffee brand name in Vietnam has now come true, given by the fact that the once half- dead facility has developed into a Ho Chi Minh City-based company with 600 employees. The firm currently has 400 Trung Nguyen-style cafes in the country 's all 61 cities and provinces.
He attributed the rapid development mainly to product quality and Trung Nguyen 's respect to partners and consumers. "Our mission is to create a leading trademark by bringing creation inspiration and pride of gastronomy bearing the national cultural identity to coffee and
"I always dream of building a well- known coffee trademark so that my country can export a large volume of processed coffee, not just green coffee beans," Vietnam ' s coffee king Dang Le Nguyen Vu told Xinhua.
Seven years ago, Dang Le Nguyen Vu, director of Trung Nguyen Coffee Co Ltd, was nobody but a medical student whose parents are poor workers. Nurtured by the aspiration to make a fortune for himself and his country by selling processed coffee, Vu, in 1996, opened a coffee roasting facility in Dac Lac -- the kingdom of coffee in Vietnam - with a total workforce of only four, including himself and three of his friends.
Having practically no money and experience, Vu struggled to make his business survive while still having to attend classes. By the time he got a Bachelor 's Degree in medicine he had already succeeded in collecting over 30 formulae for roasting, grinding and brewing coffee.
Time went by, and so did the money Vu invest in his small production base. His parents had to sell their own house to contribute capital to the base because their son wanted to develop it into a bigger one.
"I put all my life in coffee processing industry instead of working as a doctor because a poor doctor has no money to help patients who need treatment. More importantly, Vietnam needs a famous processed coffee brand for the whole world to enjoy and admire," Vu said.
His dream of establishing a household coffee brand name in Vietnam has now come true, given by the fact that the once half- dead facility has developed into a Ho Chi Minh City-based company with 600 employees. The firm currently has 400 Trung Nguyen-style cafes in the country 's all 61 cities and provinces.
He attributed the rapid development mainly to product quality and Trung Nguyen 's respect to partners and consumers. "Our mission is to create a leading trademark by bringing creation inspiration and pride of gastronomy bearing the national cultural identity to coffee and