Highlands Coffee inaugurated the 500 billion dong coffee roasting factory in Cai Mep

NGUYỄN ĐĂNG |

On the morning of April 16, Highlands Coffee officially inaugurated Highlands Cai Mep Coffee Roasting Factory in Ba Ria - Vung Tau, with a total investment of VND 500 billion, applying the world's leading advanced roasting technology. This is a place to honor the art of roasting Vietnamese coffee, contributing to bringing the flavor of Vietnamese identity closer to the global coffee lovers.

With a total area of ​​nearly 24,000 m², the factory is equipped with advanced Probat roasting technology from Germany, the system of modern quality assurance according to international standards, and the automation process to ensure uniformity and accuracy on a large scale.

The factory is designed to easily expand the scale in the future, aiming to reach a capacity of 75,000 tons/year when it comes into stable operation. This strategic project confirms that Highlands Coffee's commitment to inherit and promote Vietnam's inherent coffee roasting industry, and improve production capacity to meet increasingly strict expectations from the domestic and international markets.

The tightening of cooperation with farmers and expanding the nationwide supply network helps Highlands Coffee to strengthen the orientation of sustainable development, preserve Vietnamese coffee identity, and preserve the authenticity and identity of Vietnamese coffee in the world in the world.

"This roasting factory is our commitment to Vietnamese coffee flower," said David Thai, founder and General Director of Highlands Coffee. “This is the intersection between tradition and innovation, where we are devoted to creating coffee products that contain the resilience of farmers, the passion of the team and national pride.

We are proud to be a brand that molded from the spirit and culture of Vietnam, always accompanying farmers to create products with the country's quintessence. And now, we look forward to and excited to share that story with the whole world. "

The Highlands Cai Mep Coffee Roasting Factory marks an important milestone in the 25 -year journey of branding and developing brands, which is a testament to the dedication and commitment of Highlands Coffee in preserving, developing the quintessence and identity of Vietnamese coffee.

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Sau 23 năm hình thành và phát triển, Highlands Coffee đã công bố định hướng thương hiệu hướng đến cộng đồng thông qua việc làm mới logo và ra mắt thông điệp “Highlands Coffee® Là Của Chúng Mình”. Logo mới của Highlands Coffee vẫn giữ lại tạo hình hai đường oval lớn - nhỏ lấy cảm hứng từ hình ảnh hạt cà phê. Cách sắp xếp logo cũng thể hiện triết lý Âm Dương - Ngũ Hành trong văn hoá Á Đông nhằm khẳng định nỗ lực giữ gìn bản sắc Việt nhưng vẫn hướng đến tương lai, hoà mình vào nhịp sống thời đại của Highlands Coffee.