AsemconnectVietnam - On Wednesday, Robusta coffee prices in Vietnam's Central Highlands, the country's largest coffee-growing area fell by 100 VND to VND53,100 – VND53,800 per kg compared to Yesterday, according to Kinhtedothi.com.

Cư M'gar of Dak Lak provided the maximum price of VND53,800/kg, while traders in Lam Dong province offered the lowest price of VND53,100/kg. Robusta coffee fell to VND53,100 per kg in Bao Loc, Di Linh, and Lam Ha; to VND53,700- 53,800 per kg in Dak Lak; to VND53,600-53,700 per kg in Dak Nong; to VND53,600 per kg in Kon Tum, and to VND53,500-53,600 per kg in Gia Lai.
Despite being a key export item, earning billions of dollars each year, Vietnam’s coffee still lacks a national brand to enhance its value. Managers and businesses in the industry all agree on the need for a national brand.
Vietnam ranked second in the world in coffee exports last year, after Brazil, with nearly 1.8 million tonnes worth some 4 billion USD. More than 30% came from Dak Lak province, with the famous trademark and geographical indication “Buon Ma Thuot Coffee”.
However, Dak Lak and Vietnam at large still have no coffee brand in the top 10 most valuable in the world.
There are very few enterprises producing Vietnamese coffee brands for export to the world. Thailand, meanwhile, has premium coffee selling for 50-100 USD a cup at 5-star hotels around the world.
It has been suggested that businesses join hands in repositioning Vietnam’s coffee brand by focusing on continued planting and deep processing. Along with that is the development of advertising, marketing, and brand positioning strategies in accordance with their capacity, as brand value provides leverage to help raise product value.
Following are domestic Robusta coffee prices on May 10, in Vietnam's Central Highlands: