Chairman of Italy's Lavazza Group, Giuseppe Lavazza, and a senior delegation visited Vinh Hiep Organic Coffee Farm in the Ham Rong volcanic area of Gia Lai province on October 22, highlighting growing engagement between international coffee businesses and Viet Nam's efforts to develop higher-quality Robusta coffee.
The delegation was welcomed Lan Anh Tran, General Director of Vinh Hiep Co., Ltd., who introduced the company's coffee-growing operations, farmer partnerships and efforts to strengthen quality management and sustainable production.
The visit brought together a major Italian coffee group with more than a century of experience in the global coffee industry and a Vietnamese enterprise seeking to increase the value of Robusta coffee through improved cultivation practices, advanced processing and stronger recognition of coffee-growing origins.
Lavazza Chairman and his top executives with representatives of Vinh Hiep Co., Ltd at the Vinh Hiep Organic Coffee Farm in the Ham Rong volcanic region, Gia Lai province.
Founded by Luigi Lavazza in Turin, Italy, in 1895, Lavazza began as a small grocery business before developing into an internationally recognised coffee group.
Over more than 130 years, the company has built its reputation on coffee blending expertise, product quality and Italian espresso culture. The business has remained under the ownership of the Lavazza family across four generations, with Giuseppe Lavazza representing the fourth generation.
Mrs. Lan Anh Tran, General Director of Vinh Hiep Co., Ltd., presents a commemorative gift to Giuseppe Lavazza, Chairman of Lavazza Group, during his visit to Gia Lai on October 22.
The group reported revenue of EUR 3.9 billion in 2025, reflecting its extensive international operations.
Viet Nam, meanwhile, is the world's leading producer of Robusta coffee and a major supplier to international markets. While production capacity and export volumes have long been key competitive advantages, the industry is increasingly focusing on improving quality, expanding value-added processing and strengthening the identity of individual coffee-growing regions.
Vinh Hiep is among the Vietnamese coffee enterprises pursuing this transition by investing in origin-based production, quality control, traceability and the development of Fine Robusta.
The company's approach aims to move beyond the traditional emphasis on raw material supply and capture greater value through product differentiation and improved processing capabilities.
Ham Rong: Developing the identity of a volcanic coffee-growing region
Located south of the ancient Ham Rong volcano, approximately 750m above sea level, Vinh Hiep Organic Coffee Farm lies within the basalt-rich landscape of Gia Lai in Viet Nam's Central Highlands.
The area's volcanic soils, highland climate and established coffee-growing traditions provide the natural setting for Vinh Hiep's efforts to develop distinctive Robusta coffee.
During the visit, the Lavazza delegation toured the farm and learned about cultivation practices, quality management and Vinh Hiep's approach to developing its coffee-growing areas.
Chairman of Lavazza Group, Giuseppe Lavazza (centre), and a Vinh Hiep representative showcase freshly harvested, ripe coffee cherries at Vinh Hiep Organic Coffee Farm.
The company has been working with farming households to improve agricultural practices, strengthen traceability and support more consistent coffee quality.
For Vinh Hiep, developing Fine Robusta involves attention to every stage of production, from farm management and harvesting to post-harvest processing and quality assessment.
The company considers the characteristics of the growing region, combined with the knowledge and skills of local farmers, as important factors in building a stronger identity for Vietnamese Robusta.
These efforts reflect a broader shift within Viet Nam's coffee sector towards quality-driven growth, as international buyers place increasing emphasis on product consistency, transparent sourcing and responsible production.
Lavazza senior executives and Vinh Hiep representatives at a coffee tree-planting ceremony themed “Growing Together” at Vinh Hiep Organic Coffee Farm.
As part of the visit, representatives of Lavazza and Vinh Hiep participated in a coffee tree-planting activity at the Ham Rong farm.
The activity symbolised the importance of long-term cooperation, responsible cultivation and the sustainable development of coffee-growing communities.
For coffee-producing countries such as Viet Nam, sustainability is becoming an increasingly important component of competitiveness, alongside productivity and quality.
Vinh Hiep has been working to integrate environmental, social and governance considerations into its core business operations, with a focus on responsible sourcing, farmer engagement and the long-term development of its supply chain.
The company sees investment in coffee-growing areas and partnerships with farming households as essential to maintaining quality while creating lasting value for local communities.
The Chief Financial Officer (CFO) of Lavazza Group experiences hand-picking coffee cherries during a visit to Vinh Hiep Organic Coffee Farm.
Towards higher-value Vietnamese Robusta
Vietnam has established a strong position in the global coffee market through its production and export capacity, particularly in Robusta.
However, the country's longer-term development ambitions increasingly extend beyond export volumes to include higher-quality products, deeper processing and stronger recognition of geographical origins.
Through its investments in the Ham Rong growing area and the development of Fine Robusta, Vinh Hiep aims to contribute to this transition and enhance the international competitiveness of Vietnamese coffee.
Vinh Hiep representatives introduce coffee processing practices to Lavazza Group’s senior executives during their visit to Gia Lai.
The visit by the Lavazza Chairman and senior delegation provided an opportunity for the two companies to exchange perspectives on coffee cultivation, quality and sustainable development at the source of production.
It also highlighted the role of direct engagement between international coffee businesses and Vietnamese producers in promoting greater understanding of the origins, people and production practices behind coffee.
For Vinh Hiep, the Ham Rong farm represents more than a source of raw materials. It is part of a long-term strategy to develop higher-value Robusta while strengthening the identity of Viet Nam's coffee-growing regions.
The October 22 visit underscored the potential for closer connections between Italy's established coffee heritage and Viet Nam's growing capabilities in quality-focused Robusta production.
By VNP