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Please tell our readers a little about
your NGO and coffee projects.
I founded Oriberry in 2008 after
many years working as a development
official funded by the Ford Foundation
in Vietnam’s rural regions. Oriberry is an
initiative of the Advancement of Com-
munity Empowerment and Partnership
(ACEP), a local Vietnamese NGO that
works in remote rural areas of Viet-
nam conducting research and project
work that aims to alleviate poverty and
create sustainable sources of income
through good agricultural practices.
The program aims to create more op-
tions for coffee farmers.
What are the key features of the Or-
iberry brand?
First, we have the highest qual-
ity supply chain in Vietnam. Oriberry
is able to offer premium quality cof-
fee and tea products with integrity,
fairness and transparency across the
entire chain, from the farmer to the
customer. We aim to consistently
maintain the best single-origin cof-
fee in Vietnam through quality supply
chain management. That is why we
are called Oriberry, a name taken from
slogan ‘Origin of Berry’.
You were once famous for the Khe
Sanh Arabica Black Label. Why did
you re-brand it as Oriberry Coffee?
We aim to help local farmers by
adopting an origin-based marketing
approach with specific brands for pre-
mium, single-origin varieties. We began
successfully with our premium single-
origin Arabica, Khe Sanh Arabica Black
label. But Khe Sanh is only one of the
destinations we wish to promote. So,
we renamed the brand Oriberry so we
could provide a greater variety of high
quality products which are traceable
directly from farmer to the cup, sustain-
ably produced and purely roasted.
How do you work with the farmers to
ensure quality?
We work with farmers who have a
real interest in producing high-quality
coffee as well as diversifying their crops
and introducing new varieties, which
we will buy at a fair price. The coffee
produced is grown and processed in-
line with our code of conduct for good
agricultural practice.
Our project encourages coffee
farmers to work in groups, supports the
application of good agriculture prac-
tices in growing their crops, promotes
One of a
Duc Hanh
talks to
Dao
Tran Phuong
, founder
of Vietnam’s Oriberry
direct trade coffee and
tea brand
timeout
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