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Cherish coffee beans like precious jewels – that is the expression of Mr. Pham Khac Tai in Dai Lao Commune, Bao Loc City, Lam Dong Province; Founder of Helena Coffee Vietnam, a brand of ripe fruit fermented coffee, creating premium Fine Robusta coffee flavors. This is a coffee line that is being favored by the world market, thereby confirming the quality of Robusta coffee in the highlands of Vietnam.
Vietnam Fine Robusta – Locating Helena Coffee Vietnam on the coffee map
Born in the coffee capital of Bao Loc City, it is not too strange for Pham Khac Tai to start a business with coffee. “There is no way to success if we do not commit ourselves” – Pham Khac Tai opened the story when I asked about his start-up process.
Helena Coffee Vietnam – the jewel
“A few years ago, at that time “clean coffee” was a very strange thing for people who loved this drink. Even many people are used to drinking "dirty coffee" so much that when they drink a cup of "clean coffee", they immediately criticize what coffee is so bad. That's when I saw an opportunity open to me. At that time, I thought, if a clean, quality product was released, it would be easier to achieve success. I immediately started to learn more about the source as well as the processing process. At first, I couldn't find a place to teach coffee making, even though I spent a month looking for it, I was rejected," Pham Khac Tai shared the first day he came to coffee roasting. There were many difficulties when passing a new career because he studied banking before, there was a time when he thought about giving up because it was too far away. Antoine de Saint-Exupery once said, “A goal without a plan is still just a dream . ” The dream of clean coffee kept following him, so that cycle followed him forever. During the day, they sell coffee, in the evening they roast and grind, then go back to their hometown to learn how the villagers still make it to drink. Just like a child, starting with the first toddler steps, that is what he does, but what Mr. Tai can do is make a constant effort to bring customers excellent cups of coffee. impression of each typical coffee growing region of Vietnam. Mr. Tai said: “He used to crept into the streets that no one had ever set foot on, where the K'Ho ethnic minority village was, to learn and research coffee. The more I do what I'm passionate about, the more interesting I feel. Experiencing a long journey at first, it is very dark, but when you focus and put all your efforts into coffee, "light" will appear. Meeting customers, partners, experts, masters in the field of coffee, especially farmers, helped me find my way. Instead of just making a profit per cup of coffee, I have a bigger dream to create a lot of added value from coffee beans, according to my calculations, if only producing and supplying according to this model is difficult. development, because these years, many new names are approaching, not to mention the famous coffee brands from abroad into the Vietnamese market. Helena Coffee Vietnam clean coffee with a completely new product segment in Vietnam is Vietnam Fine Robusta" , Mr. Tai said. The reason he took his brand name is Ritachi Coffee because Ritachi in Spanish means jewel, for him coffee is a pearl, if honed it will produce a perfect product.
Associate with Vietnamese coffee brand
Vietnam is famous for its Robusta coffee, which accounts for more than 96% of production and is a major coffee exporter, but Vietnamese coffee products are not on the world map. When high-quality roasters look for Arabica coffee, people will look for the Lao market, Rosbusta Indonesia coffee is behind but still on the world coffee map. This concern prompted Pham Khac Tai to do something. And, after many days of research and learning, he chose the direction of creating high-quality Fine Robusta coffee . This is a coffee line that is being favored by the world market, thereby confirming the quality of Vietnam's Robusta coffee line, raising a bigger dream than producing pure coffee to supply the whole Vietnamese market. South and export. Ritachi Coffee is made from 100% pure coffee beans, after preliminary processing and grading, coffee beans are roasted on the latest "hot air roasting" technology roaster with skilled roasters. All efforts of Mr. Tai to bring customers excellent cups of coffee bearing the imprint of each typical coffee growing region of Vietnam. To do that, Mr. Tai focuses on working closely with farmers, setting up his own Ritachi Coffee Farm system, investing in modern machinery and equipment for preliminary processing, grading and polishing according to export standards and finally, research and develop production of high value-added products from coffee, in order to maximize the diverse enjoyment needs of customers. Mr. Tai divides coffee processing into 2 types. For the robusta line, especially Fine Robusta , he picked 100% ripe and dried on the floor under natural sunlight, then removed, roasted and processed. As for arabica, this will be processed wet. Mr. Tai will choose the quality type to take the silk peel, polish and roast to produce the final product. Also thanks to the experience through all stages of production, Mr. Tai increasingly recognizes more and more delicately what pure coffee is. A cup of pure coffee will have the color of cockroach wings. In addition, the cup of pure coffee is not sticky, when drinking, the tongue will be clean, not covered with butter like mixed types. Especially when making Vietnam Fine Robusta product line, in addition to the typical flavors of Robusta coffee such as bold and bitter, customers also feel many other rich flavors such as chocolate flavor, sour taste, fruit flavor. , … that not other products can have. Mr. Tai shared: “You have to go far, stay for a long time, live and talk like a local to get the most honest experience and share about coffee. And, the best thing is that you will be immersed in the sweet and white aroma of coffee in the Highlands.”
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