The Soul of Profession

20/08/2018

Profession is the fourth coffee philosophy of Vietnam. There’s a saying that: “One exceeding, one succeeding”. It means if you exceed at a job, you will have fame and wealth your whole life. By being responsible for ourselves and be the best we can be, we are contributing to our society in our own way. It’s our talent, career, and our value in our community. To Trung Nguyen, The Soul of Profession isn’t shown in just the love for coffee, for our job, but goes even beyond that. As Chairman Vu – the founder of Trung Nguyen Legend – said, “Doing business isn’t just about profits. In fact, profits are just a result of devoting ourselves to our community. More than anyone else, a businessman, as a person, has to put substantial humanity above all else.”

Profession is the fourth coffee philosophy of Vietnam. There’s a saying that: “One exceeding, one succeeding”. It means if you exceed at a job, you will have fame and wealth your whole life. By being responsible for ourselves and be the best we can be, we are contributing to our society in our own way. It’s our talent, career, and our value in our community. To Trung Nguyen, The Soul of Profession isn’t shown in just the love for coffee, for our job, but goes even beyond that. As Chairman Vu – the founder of Trung Nguyen Legend – said, “Doing business isn’t just about profits. In fact, profits are just a result of devoting ourselves to our community. More than anyone else, a businessman, as a person, has to put substantial humanity above all else.”

Coffee belongs to top six products that have highest commercial values, in order: oil – gas – coffee – gold – sugar – corn. 80% of coffee of the world is from family farms in developing countries. But advertising and consumers are mostly from developed countries such as North America and Europe, where coffee farming is almost non-existed. This is one of the most ridiculous paradoxes that reflects 500 years of power of North America and colonialism.

Brazil is the biggest coffee exporter in the world, with stunning farms that are mostly mechanized. It’s also the biggest coffee producer in the world.

Vietnam: The King of Robusta Coffee. In 1900, Vietnam produced about 1% coffee of the world. But in 2014, we had surpassed Brazil to be the biggest Robusta coffee exporter.

Vietnam: The King of Robusta Coffee. In 1900, Vietnam produced about 1% coffee of the world. But in 2014, we had surpassed Brazil to be the biggest Robusta coffee exporter.

Coffee farming was introduced to Indonesian by the Dutch Empire. Production has been continuing ever since this country gained freedom. Today, coffee plantations take up to 1 million hectares with more than 90% is smallholder farms.

Ethiopia is the kingdom of Arabica – the world most popular coffee bean. It contributes a big part to this country’s economy, accountable for more than a half of its exports. Approximately, there are 15 million Ethiopians are working in coffee industry.

In India, 80% of coffee production is for export, mostly to Europe and Russia.

Coffee is an important part of the economy of Honduras. This country is the biggest coffee producer in Central America. Coffee industry continuously creates jobs and income for a big part of the population. It helped stabilize the economy of Honduras and overcame the 2009 crisis.

Mexico mainly produces high quality Arabica and is the largest source of U.S. coffee imports.

Coffee export is the biggest source of income of Uganda. It has an important role in the economy of this African country with most of the population work in coffee industry.

Guatemala is one of the countries that have stable coffee production for years. Today, Guatemala is still trying to export more and more coffee to the world.

The coffee industry currently has a commodity chain that involves producers, middlemen exporters, importers, roasters, and retailers before reaching the consumer. Middlemen exporters often referred to as coffee “coyotes,” in regard to their lucrative motive. They purchase coffee directly from smaller farmers at cheaper price than the market, then sell it to make profit. With big capitals, they can easily buy high quality coffee from all around the world that common roasters do not have. In the United States, there are around 1,200 roasters. Roasters have the highest profit margin in the commodity chain. In America, the annual growth rate of 20% per year in sales brings in 76.8 billion dollars

Coffeehouses have the fastest growth rate in restaurant industry with the annual growth rate of 7% per year. The growth rate of labor market in the beverage industry has always have the highest rate of 10% per year. One interesting fact is that the price of unroasted coffee beans decreases as the number of specialty coffeehouses increases. According to The Specialty Coffee Association of America, coffee drinking trend has changed. In 2008, there was 16% of people from the age of 18-39 drank coffee. This number has gone up to 39% in 2016.

The trend in coffee drinking is gradually re-established by youngsters with higher demands on the quality of coffee, on the environment in which they drink coffee at, on the community and the experience they might have while drinking, on the stories around coffee and coffee related souvenirs. It’s not too exaggerating to say that people and societies of coffee are developing to match a better and more creative period of globalization in amity and unity.

 

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