Coffee
The year 2025 was a season when coffee growers on the red soil of the Central Highlands could hold their heads high. World coffee prices surged, and Vietnam — the planet’s number-one Robusta exporter — stood right at the heart of that wave. Revenue reached USD 8.6 billion, up more than 52% in a single year, the strongest breakthrough among all agricultural products. Once again, the coffee bean became a source of pride for Vietnamese agriculture.
But behind the dazzling number lies an old question, bitter as an unsweetened cup: how much of that USD 8.6 billion actually stays with Vietnamese people? For too long we have mainly sold raw green coffee — selling the raw material, then handing the roasting, packaging and the juiciest slice of profit to foreigners. A kilo of green beans sells for a few dollars, but turned into a cup of coffee at a café in Berlin, its value multiplies dozens of times. That very gap is the opportunity waiting to be reclaimed.
That opportunity spreads in many directions. For farming households and cooperatives, high-quality certified sustainable coffee is being sought after in Europe and the US, selling far above mass-market beans. For roasters, instant and specialty coffee is the way out of the “sell cheap raw material” trap. For investors, the entire value chain from tree to branded cup still has many open links.
There’s one thing about to become a mandatory rule of the game for anyone exporting coffee to the EU: the anti-deforestation regulation. To enter Europe, coffee must prove it wasn’t grown on deforested land and must be traceable all the way back to the farm. It sounds like a hassle, but those who prepare early will turn the barrier into an advantage, as many rivals will drop out along the way.
If you’re a cooperative, a roaster or a coffee business that wants to sell straight to the world instead of through several layers of traders, Meoketing is the bridge you need. It’s a platform that brings Vietnamese agricultural goods directly to international importers and roasters, while helping you prepare traceability records, certifications and documents — the tickets that increasingly decide whether you can sell at all. Vietnamese coffee is already delicious and already renowned; let Meoketing help the growers and roasters themselves keep more of the value their sweat created. Take your coffee to the world, today, with Meoketing