Vietnam is one of the largest coffee in the world.
Most of what leaves the country is unroasted green bean.
The later, abroad, is many times the price paid to the farmer.
Roasting, and branding all happen somewhere else.
Moving up the chain sounds simple and is not.
Roasted coffee loses quality within weeks, so it must be shipped fast.
That requires and cold storage that add cost.
Buyers abroad also have long contracts with existing roasters.
A few producers have found a way round the problem.
They sell small volumes directly to cafes at a .
The is far better, though the volume is tiny.
Whether this scales to the whole crop is the open question.