A representative of The Coffee House talks about the company’s business at a press meeting in HCM City on Thursday. – VNS Photo

HCM CITY — The Coffee House, a coffee shop chain and manufacturer, announced on Thursday in HCM City that it would target 20 tonnes of coffee exports this year and increase its total production yield by 10-15 per cent over the previous year.

Nguyễn Hải Ninh, CEO of The Coffee House, also revealed that the company’s business plan would include doubling manufacturing output and boosting exports to the US market.

To reach the goal, the company will strictly supervise processing at farms to boost quality, and offer technical support in large-scale cultivation to farmers.

To enhance coffee quality, the company will co-operate with foreign experts, and many modern technologies imported from foreign countries will be applied.

All of these efforts will help the company reach its goal of buying 100 per cent of coffee beans produced by farmers who have signed contracts with the companies. The current rate is now 70-80 per cent, as the quality has not always met the company’s standards.

Supporting coffee growers is one of the activities that The Coffee House has done as part of its company campaign called “From Farm to Cup”. After one year of carrying out the campaign, the company has built a network of farms that plant high-quality coffee.

Under the campaign, the company has bought coffee beans at a high price despite low prices in the market. For example, the company continued to buy coffee from farmers at VNĐ100,000 per kilo at a time when the global price was about VNĐ60,000 per kilo.

The Coffee House is a large Vietnamese coffee chain that served 10 million clients in 2018, up by 1.8 times over 2017. In 2018, the company opened 66 more shops, becoming the first coffee chain in the country to open 100 shops in the shortest period of time.  VNS