Highlands Coffee is at the forefront of this movement, investing in blending formulas, improving roasting techniques, and creating products that highlight the authentic qualities of Robusta. Christopher Lee Jordan, Head of Manufacturing & Coffee at Highlands Coffee, and Nguyễn Thị Thơm, Coffee Product Manager at Highlands Coffee, recently spoke about Robusta and their plans to promote Robusta coffee on the global coffee scene.

What convinced you of the strong potential of Vietnamese Robusta on the international stage?

Christopher Lee Jordan: We have witnessed advancements in primary processing, including meticulous coffee cherry selection (fine Robusta) and the exploration of anaerobic fermentation. The evolving taste profiles of Robusta, presented in various formats beyond traditional methods such as 'phin' or condensed milk, like pour-over or espresso, have been intriguing. Robusta, with its ability to grow at lower elevations, is less susceptible to climate challenges that affect other coffee varieties.

Mr. Christopher Lee Jordan – Head of Manufacturing & Coffee of Highlands Coffee

How has Highlands Coffee expressed the distinctive character of Robusta?

Nguyễn Thị Thơm: Our focus on quality begins with sourcing. We visit farms, engage with farmers, understand their tree care practices and processing methods, and select only the finest sources. With investments in a large-scale factory equipped with cutting-edge technology and a skilled team, we aim to enhance the quality of Robusta and elevate it on the global stage.

Ms. Nguyễn Thị Thơm – Coffee Product Manager of Highlands Coffee

What actions has Highlands taken to bring the finest Robusta to the global coffee map?

Christopher Lee Jordan: Our roastery at Cái Mép port is strategically positioned for exports, with a world-class facility dedicated to ensuring food safety, product integrity, and top-tier roasting technology for consistent high-quality coffee production.

Through understanding soil health, drought issues, water, and water conservation, we are excited to be a brand of origin, and get deeper involved with the coffee producers that we rely on to promote Vietnamese coffee around the world.

How do you apply global manufacturing standards to Vietnamese coffee production at Highlands?

Christopher Lee Jordan: I often describe the coffee industry as a three-legged stool that hinges on excellent sourcing, roasting precision, and efficient delivery to customers. Our processes at Highlands Coffee emphasise quality control and consistency to meet global benchmarks.

What is Cái Mép Roastery’s innovation and what's the future plan for it to maximise the mentioned innovation value?

Christopher Lee Jordan: It's about systemisation. The coffee's going into our QA and QC teams, into our labs, then graded, evaluated and going through many tests to make sure that they're the coffees that our consumers expect.

We employ advanced technologies like colour sorting, cleaning, roasting, and high-speed packaging to ensure quality and traceability.

All those programmes are digitised; therefore, we're able to track that product all the way through our system and will continue to look at innovation through technology, through AI and other advanced systems, to make sure that the product is fully traceable.

Your factory combines modern technology with the experience and expertise of artisans. So, how will these two elements come together to create the best products?

Nguyễn Thị Thơm: Our founder, David Thái, believes in the synergy between skilled individuals and advanced technology. Combining talented staff, cutting-edge technology, and a reliable supply chain will elevate the production process, resulting in exceptional coffee products.