The unique taste of coconut coffee

Enjoying a cup of coffee is a favored morning ritual for many to start the day off with extra energy. Over the years, various coffee blends incorporating nuts, salts, or fruits have emerged on the market, offering novel flavors to consumers.

As a coffee enthusiast, Tran Hong Nhien, a resident of Hamlet 2A, Tan Hoa Commune, Chau Thanh A District, Hau Giang Province, made the bold decision to invest in coconut coffee as her startup venture in the primarily rice-producing region.

During a chance experiment with roasting dried coconut after grating, Nhien noticed a unique aroma. The event inspired her to combine pure coffee with roasted coconut for a taste test. The result was unexpectedly delightful, with the coffee exhibiting a rich and flavorful profile.

To achieve this distinct flavor, Nhien explains that she roasted the coconut over a low flame for approximately 45 minutes before mixing the product with pure coffee beans in a 50/50 ratio before grinding.

Additionally, Nhien designed the packaging, branded the product as "Hong Nhien Coconut Coffee," and continually refines the coffee-making formula based on customer feedback.

Nhien also noted that not all coffee varieties are suitable for blending. She carefully selects coconuts for the mixture, with dried or slightly browned coconut being the more preferable options. The perfect blend between coffee and coconut requires precise adjustments in ingredient proportions to create a refined recipe.

On the other hand, she utilizes high-quality coffee varieties to ensure a smooth, enjoyable flavor. Most importantly, her product contains no additives or artificial flavors.

As the product began to gain traction among coffee enthusiasts, Nhien increased the scale of her marketing efforts. She created an account on the social media platform TikTok and produced a series of short videos showcasing Hong Nhien Coconut Coffee. These videos cover various topics, including brewing methods to enhance flavor, production and packaging processes, and tips for selecting high-quality products. Additionally, Nhien dedicates two hours each day to livestreaming and selling the product directly to customers on the platform.

According to Nhien, this approach not only brings the coconut coffee brand closer to consumers but also builds trust among buyers regarding product quality.

Hong Nhien Coconut Coffee has garnered significant attention on TikTok, amassing over 126,400 followers.

With the aim of promoting sustainable growth for the brand, Nhien has participated in local startup competitions, where her product received resounding commendations.

Her product is now registered for trademark protection. In addition, Hong Nhien Coconut Coffee has been officially recognized by the OCOP assessment council of Chau Thanh A District as meeting the 3-star standard.

"As a woman who has faced challenging times, sometimes with only a dime to my name, seeing my product develop and provide income for my family makes me wish for other local women to have similar opportunities and stable employment," Nhien shared.

At present, Nhien sells between 10 and 30 kilograms of finished coconut coffee daily, with peak sales reaching 50 to 60 kilograms. Her average monthly revenue reaches approximately 30 million dong. With its mild and appealing taste, her product continues to gain popularity as the number of orders increases.

According to Nhien, the entire production process is manual, requiring significant time and labor investments. Consequently, she hired seven local women to assist with various auxiliary tasks to maintain a steady supply.

Nhien intends to provide guidance and technical support to assist other local women in developing coconut coffee products in the near future, thereby advancing her plans for scaling up production.

Chau Thanh A District in Hau Giang Province currently boasts 32 OCOP products, including 12 4-star and 20 3-star products.

OCOP participants reported that after enrolling in the program, their product output increased by nearly 30% with support from the local government in improving packaging design and adding OCOP labels, which build consumer trust.

Additionally, participants are actively involved in trade promotion activities and connecting supply and demand both within and outside the province, thereby expanding their market reach.