How the owner of the Cozy brand is positioning the value of Vietnamese tea in Europe

For several consecutive years, Future Generation Co., Ltd. - the company behind the Cozy tea brand - has remained the largest tea exporter in Vietnam. The company places a strong emphasis on increasing the value of its products by making significant investments in scientific research, technology, and state-of-the-art machinery and equipment. Cozy’s product line, which includes bottled tea, tea bags, and instant tea, is committed to ensuring the health and safety of consumers by not using any pesticides or preservatives in production.

With high-quality standards, Future Generation has successfully expanded its exports to Europe in large quantities, ementing the impressive growth and long-term vision of the Cozy brand in Vietnam's tea industry.

Mr. Doan Anh Tuan, the Director of Future Generation Co., Ltd., emphasized that the Cozy brand has chosen a distinct path in its approach to tea production. He explained: "Unlike the traditional methods used by households in Thai Nguyen, which rely on manual labor for plucking tea leaves and processing, we have taken a different route. We have invested in developing organic tea plantations, where harvesting is done mechanically, and we focus on producing large quantities of matcha powder to meet the growing demand in the market".

Mr. Tuan pointed out that tea is no longer just a crop for alleviating poverty; it has evolved into a profitable industry that provides sustainable livelihoods for local workers. He emphasized that in the future, to increase efficiency and add more value to tea products, producers must shift their thinking and adapt to market trends. Rather than focusing solely on quantity, they should prioritize improving quality, constantly innovating production methods, and enhancing their competitiveness in the industry.

Alongside the investment in technology, Mr. Tuan stressed the need for a new mindset to raise the value of Vietnamese tea on the global stage. He specifically mentioned lotus tea as an example - an exquisite, delicately scented tea. It has the potential to become a national treasure, with even higher value. This will help position lotus tea as an international product, reflecting the true worth of this unique tea variety.