Lavazza adds Vietnam’s Ham Rong coffee to premium range
The Fine Robusta comes from Gia Lai, with the partnership emerging from coffee trade contacts established in Turin in 2024.
Vietnamese Fine Robusta produced in Gia Lai has entered Lavazza’s premium 1895 Coffee Designers range under the Ham Rong name, said Duong Phuong Thao, the Vietnamese Embassy in Italy’s Commercial Counsellor. The name identifies a farm belonging to Vinh Hiep Co., Ltd.
The collaboration developed after a Turin coffee forum in 2024, jointly arranged by the embassy and VICOFA, the Viet Nam Coffee-Cocoa Association. A subsequent visit by Vietnamese exporters to Lavazza’s 1895 factory prompted an embassy proposal to develop a Vietnamese-branded, single-origin specialty coffee with the company’s experts.
Coffee from the Ham Rong growing area was chosen following multiple submissions of samples and taste assessments. Marco Barbieri, Lavazza’s Marketing Director in Italy, said the product was intended to present a new expression of Fine Robusta, reflecting its origin, the producer’s work, raw-material selection and flavour.
Separately, VICOFA put estimated coffee export earnings for Vietnam’s 2025-2026 crop year at US$8.5 billion, on approximately 1.8 million tonnes shipped. The revenue estimate surpassed the US$6 billion annual target previously set for 2030.
VICOFA estimated production at nearly 1.9 million tonnes, representing a 6-10% rise over the preceding crop year. Exports of deep-processed coffee brought in US$1.5 billion, with their value increasing 14%.
