Highlands Coffee opens roastery in Ba Ria – Vung Tau

Highlands Coffee opens roastery in Ba Ria – Vung Tau

Highlands Coffee announced the opening of its Highlands Cai Mep Roastery in the southern province of Ba Ria-Vung Tau with a total investment of VND500 billion ($21 million) on April 16.

This cutting-edge facility celebrates the artistry of Vietnamese coffee-making and endeavours to bring its rich flavours closer to the world. This roastery marks a defining milestone in Highlands Coffee’s 25-year journey, embodying its dedication to quality, innovation, and the cultural heritage of Vietnamese coffee.

A new chapter for Vietnamese coffee

Nestled near the Cai Mep Port area, part of the strategic coastal province of Ba Ria-Vung Tau , Highlands Cai Mep Roastery represents a landmark investment of approximately $21 million in the country’s coffee industry.

Spanning 24,000 square metres, the facility is equipped with cutting-edge PROBAT roasting technology from Germany, advanced quality assurance systems, and automated processes to ensure precision and consistency.

The roastery is designed for scalable growth, with a planned production capacity of 75,000 tonnes per year as operations mature. This strategic development underscores Highlands Coffee’s commitment to advancing Vietnamese coffee craftsmanship while addressing increasing demand in both domestic and international markets.

The collaboration with local farmers and expanded partnerships across Vietnam reinforces Highlands Coffee’s commitment to sustainability and authenticity, helping Vietnamese coffee find its place in the evolving global coffee landscape.

“This roastery is our promise to honour the authentic essence of Vietnamese coffee,” said David Thai, founder and CEO of Highlands Coffee. “It is a space where tradition meets innovation, allowing us to craft coffee that reflects our farmers' resilience, our team's passion, and our nation's pride. We are proud to be a company deeply rooted in Vietnamese culture, working hand-in-hand with the local farmers to create a product that embodies the character of our nation. We are excited and eager to share this story with the world.”

From culture to future: a shared vision

The Highlands Cai Mep Roastery represents a pivotal moment in Highlands Coffee’s journey—a bridge between Vietnam’s rich coffee heritage and its aspirations for the future. By leveraging insights into customer behaviour and fostering a passionate ecosystem of internal and external stakeholders, Highlands Coffee is paving the way for Vietnamese coffee to gain greater appreciation worldwide.

Highlands Coffee's success is intrinsically linked to the progress of Vietnam. The company is committed to growing alongside its nation, embracing the challenges and opportunities ahead, and proudly representing the best of Vietnamese ingenuity and resilience.

“This roastery is not just an investment in infrastructure; it is a symbol of how far we’ve come and how much further we can go,” continued Thai. “We believe that excellence in quality can go hand in hand with honouring tradition. Our mission is to craft coffee that carries the soul of Vietnam while inspiring coffee lovers around the globe.”

A legacy rooted in craftsmanship and culture

For 25 years, Highlands Coffee has been devoted to preserving the essence of traditional Vietnamese coffee. Dating back to when the Vietnamese coffee market was just beginning to blossom, Highlands Coffee sowed some of the very first seeds, nurturing a passion for quality and a commitment to local communities, growing the ecosystem responsibly.

With high-quality Robusta beans at the heart of every cup, the brand embodies the resilience and vibrancy of Vietnam itself. From partnering with local farmers to refining roasting, brewing and extracting techniques, Highlands Coffee has built a legacy rooted in craftsmanship and culture, bringing the best of Vietnamese coffee to customers locally and globally.

As Highlands Coffee embarks on this exciting new chapter, it remains steadfast in its mission to preserve the beauty of Vietnamese coffee culture while embracing the opportunities of the global coffee market. The Highlands Cai Mep Roastery is a testament to this shared vision, celebrating Vietnam’s past while looking boldly towards its future.

VIR