The handshake to export Vietnamese coffee to the US
In early December 2024, Mr. Hoang Danh Huu made his mark when he exported a 20-foot container with 18,000 packages of Miss Ede roasted ground coffee to the US market. This is a demanding market with many strict and demanding standards.
Sharing about Miss Ede's journey abroad, Mr. Hoang Danh Huu recalled the surprising handshake 5 years ago between him and Mr. Le Duc Huy, Chairman of the Board of Members of Dak Lak 2/9 Import-Export Company (the largest coffee exporting company in Dak Lak province). Miss Ede was born and was oriented to develop a retail chain system, enhancing the agricultural products of the red basalt land, with 2 main products being coffee and cocoa.
The historic handshake of two lovers in the coffee industry has created the Miss Ede product line that ensures the strictest international standards, from the cultivation and production process to the processing, roasting and packaging stages. The coffee is processed according to a high-quality fermentation process, with a production line certified by the US FDA. The coffee ingredients come from sustainable farming areas that do not encroach on natural forests (EUDR certified).
“We have worked hard to research and perfect the process, ensuring optimal quality to meet the most stringent standards. Our partner in Illinois (USA) will distribute the products in local supermarket chains, opening up opportunities to reach consumers. Thereby, affirming the Vietnamese brand in the international market,” Mr. Huu shared.
Overcome difficulties to go far
Before founding Miss Ede, Mr. Hoang Danh Huu was a regional business manager for Dak Lak and Dak Nong provinces for a multi-industry corporation in the US, with an income of over 4,000 USD per month, a comfortable life. Through his work, he realized that Vietnamese agricultural products are very valuable but most of them are only exported raw. With the desire to contribute to his homeland, he decided to change his career path.
However, Miss Ede's journey was not easy. Not long after starting the business, the business faced the COVID-19 pandemic, when orders decreased, the supply chain was disrupted and coffee consumption demand plummeted. Despite the difficulties, Mr. Huu persisted in paying his employees' salaries, even selling his house and car to maintain the brand. "I decided to use all my assets to keep the company, to continue to nurture the dream of conquering the international market," he shared.
During the pandemic, the image of the elegant director often wears a vest instead of a T-shirt, jeans and orange apron. He delivers goods by motorbike and approaches customers online. He said: "Miss Ede is not only a business, but also has the mission of bringing Vietnamese agricultural products to the world. Therefore, I cannot give up."
Despite the many difficulties, Mr. Huu still shares with the community. Chocolate bars, coffee cups and cocoa from Miss Ede have reached the frontline forces against the epidemic and people in remote areas, as a small encouragement in the challenging battle.
After the pandemic, he continued to make efforts, participating in domestic and international trade promotion programs. The result was a container of coffee branded Miss Ede heading straight to the US market, and success from the Vietnam Sourcing Fair event, with the support of the Department of Industry and Trade of Dak Lak province.
Sharing about future strategies, Mr. Huu affirmed to continue the mission of bringing Miss Ede and Vietnamese agricultural products to conquer the world market. For him, Miss Ede is not only a brand but also a dream to contribute to building a strong Vietnam.
Mr. Luu Van Khoi, Director of Dak Lak Department of Industry and Trade, commented: "Miss Ede's conquest of the US market, which requires strict quality and standards, is a testament to the great efforts of the enterprise. Mr. Huu, with his dynamism and determination, has built trust with partners, bringing the Miss Ede brand to international reach."
Mr. Hoang Danh Huu has just awarded 1% of Miss Ede shares to Mai Anh Xuan, an employee who has been with the company since he was a second-year student. Thanks to his tireless efforts, Xuan has become the Account Manager and received well-deserved recognition, unrelated to any personal relationships. This is a testament to Miss Ede's commitment to developing and recognizing local workers, especially women. The company is proud to be among nearly 200 Vietnamese enterprises committed to implementing the Women's Empowerment Principles (WEPs) according to UN Women and UN Global Compact standards.
(Posted on the special edition of Lao Dong Xuan At Ty)
