K COFFEE and the repositioning strategy of the pure coffee market

Phuc Sinh Group, the owner of the K COFFEE brand, aims to reach millions in the future, with hope to bring pure K COFFEE coffee to consumers.

Why did Phuc Sinh Group set this goal?

Mr. Phan Minh Thong - Chairman of Phuc Sinh Group shared: "We realize that many Vietnamese people do not drink pure coffee, so the a large coffee export company such as ourselves must be responsible to Vietnamese consumers. This urges us to return to the domestic market and produce pure coffee for Vietnamese consumers.”

Mr. Thong's comment revealed the paradox: Vietnam is the second largest coffee producer in the world, but the country still houses poor quality mixed coffee, affecting the health of consumers.

In order to increase profits, many coffee producers did not hesitate to add corn, soybeans, chemicals, and flavorings to their coffee. These ingredients are pleasantly aromatic, greasy after roasting, and they also give a bitter taste similar to coffee. Mixed coffee drinking has slowly become the "taste" for many Vietnamese consumers. They are familiar with drinking a cup of coffee that is thick, bitter, black in color, with a lot of foam, and mistakenly think of it is an ideal cup of pure coffee.

Mr. Phan Minh Thong said: “We determined our mission is to provide pure coffee to Vietnamese consumers, everyone has the opportunity to drink pure coffee at an affordable price. Once we have determined the mission, we can accomplish it wholeheartedly and enthusiastically. We hope that there will be many opportunities to reach as many consumers as possible through the shops, supermarket chains, kphucsinh.vn e-commerce online system, kiosks and traditional markets."

K COFFEE mission

"K COFFEE 100% pure natural taste" has been considered a "mission" by Phuc Sinh Group because they believe that this is the path towards creating quality products, ensuring food hygiene and safety, as well as the health and safety of Vietnamese consumers.

Phuc Sinh Group is confident because, in addition to the awareness of "responsibility" and "dedication", the Group has 22 years of experience in exporting coffee to multiple countries around the world including even fastidious markets such as Europe, Japan, the United States and so on. Phuc Sinh Group's products all meet European standards with the international certifications of RA and BRC.

With their history of experience and international certification, K COFFEE confidently believes that it is capable of providing high quality, 100% pure coffee products, for the health of Vietnamese consumers.

Mr. Phan Minh Thong added that, many Vietnamese establishments only care about the tip of the iceberg, which include untraceable raw materials, inconsistent quality, etc. Meanwhile, Phuc Sinh has a farm, a processing factory as well as a factory for production, roasting and packaging. “That's why we are unique, it's in the sustainable development, it's in the food safety and hygiene, it's in the farm, the processing factory, the controlling of goods source from field to fork", Mr. Thong affirmed.

Four processes that help create “K COFFEE - 100% pure natural taste”

According to Phuc Sinh Group, the coffee production process consists of 4 stages: Farm -> processing plant -> roasting factory -> packaging finished products and Phuc Sinh Group wholly accomplish these 4 processes:

+ Farm

Phuc Sinh Group currently owns a separate coffee growing area, working directly with 10,000 households. In order to achieve standard coffee output, K COFFEE's technical staff, including a team of experts from Europe, visit each farmer to organize training, help farmers understand the farming, nurtuing and harvesting processes.

+ Processing factory

Phuc Sinh Group has a wet Aribica coffee processing factory. Processing is a series of stages from when the coffee is harvested, sorted, peeled, soaked and brewed for the mucilage to ferment and then decompose and finally the coffee beans are dried under sunlight to achieve a moisture content of 10-12% to get ready-to-roast raw coffee beans.

+ Roasting factory

Coffee beans will be roasted here at varying temparatures depending on the roasting standard. The operating principle of the coffee roaster is to use heat to ripen the coffee beans evenly. Then a specialized coffee grinder will grind the freshly roasted coffee beans into coffee powder.

+ Packaging finished products

The packaging of finished coffee products also helps to preserve coffee for a extended periods of time, protecting the coffee from impacts from the outside environment including thick product packaging to maintain the full flavor of pure coffee, with a unidirectional valve to prevent the air from seeping through and spoiling the coffee.