Explain your thought process when you decided that you wanted to introduce and build a Vietnamese coffee brand in the U.S.
While most of my memories of Vietnam were instilled in me by my parents' stories, a trip back in 2019 truly awakened my connection to my heritage. Sipping a cup of Robusta coffee in Buon Ma Thuot, I was surprised by the depth of flavor, a stark contrast to the generic Vietnamese coffee I'd known in America – a brand with a French name from a yellow can.
This wasn't just any coffee; it was "ours," grown on the land of my birth. This experience sparked a mission. Millions, including Vietnamese Americans, hadn't tasted real Vietnamese coffee. With my background in advertising, I saw an opportunity to change the narrative around Robusta coffee in the industry. It was time to challenge the existing stereotypes and showcase its potential. Robusta, like the people who cultivate it, is resilient and capable of producing a delicious cup. Through Vietfive, I'm honored to share not only our family's story but also the story of Vietnamese coffee with the world. We aim to break down barriers and introduce a whole new perspective on Robusta, one delicious cup at a time.