JOURNEY OF SHARING KNOWLEDGE & EXPERIENCE
Our Founder Le Hoang Diep Thao
Ms. Le Hoang Diep Thao is currently the Founder and General Director of TNI King Coffee with 25 years of experience in trading and exporting coffee. She is also Vice President of Vietnam Coffee and Cocoa Association (VICOFA) and President of Vietnam Specialty Coffee Association (VSCA) Happy Farmers is a project cherished by Mrs. Diep Thao since she was very young, when just over 20 years old. with the desire for Vietnamese farmers to have a better life. The most important of which is improving the living standards of farmers, stabilizing incomes and creating more jobs for farmers. Ms. Diep Thao is known as the Co-Founder of Trung Nguyen Coffee Group and ran this Group from 1996 to 2014. She brought the instant coffee product line to Trung Nguyen, founded and brought Trung Nguyen to Trung Nguyen. success for the G7 brand. Her strategies have opened the door to bring Trung Nguyen and the G7 brand to the world. With her contributions to the community, society and the coffee industry, in 2020, Ms. Le Hoang Diep Thao was honored by Global Brands Magazine (UK) with the award “Vietnam’s most admired CEO” in the field of coffee. Food & Beverage sector.
King Coffee’s global ambition
“My constant motivation is how I can develop Vietnam’s coffee industry, help farmers get rich and be proud of their own achievements. Our products are consumed and loved all over the world. Only then can we benefit the country and the community.” Since Vietnam is one of the best anti-epidemic countries in the world, the epidemic has also helped King Coffee actively seek orders from other markets by developing a network of personal sales agents worldwide. world. In just 12 months, King Coffee’s market has doubled the number of exports from 60 countries to 120 countries.
“In order for King Coffee to penetrate the international market “always crowded”, I have determined that there is no common strategy for all markets, “think global and act local”. I will have a different strategy that suits the coffee trends, tastes and needs of each locality depending on each country and region.” In 2020, TNI King Coffee is recognized as the fastest growing global coffee brand in Vietnam’s food and beverage industry. “This is reflected in our growth – expanding our market share overseas up to 200. These are very encouraging numbers in the context of Covid’s volatility.”
Thao explains: “Coffee is the quintessence of stimulating the brain, promoting creativity and discovery, maintaining alertness for high productivity. “It’s the same page of people who come to coffee, need coffee, and love coffee. Coffee also creates its own culture of enjoyment, a resonance for travel and connection. That’s where my clients are. “
In the near future, I will once again promote Vietnamese coffee in the international market to a higher level. With the goal, coffee will become a strategic commodity of Vietnam, promoting the association between Vietnamese brands in this field. Only then will we truly be a coffee powerhouse of the world.