Coffilia Coffee
Kimbery Challacombe
Coffilia, a high-end coffee brand from Viet Nam opened its first outlet outside the country and the first one in Kuwait. His Excellency Ngo Toan Thang, Ambassador of Vietnam, Mr. Luai Al Qattan, Owner of Coffilia in Kuwait and Mr. Thang, Chairperson of Coffilia in Viet Nam spearheaded the official launch of the product and venue with members of the diplomatic community and invited guests attending the event.
Viet Nam Ambassador thanked everyone for coming to the event and invites all coffee lovers to visit the outlet and enjoy the flavors of coffee and specialty drinks from the beans homegrown in his country. Coffilia Coffee is located at Al Kout Beach Hotel in Mangaf.
Unlike other products in its category, Coffilia's 3in1 instant coffee targets a higher quality product for the end consumer. The application of modern Japanese freeze-drying technology marks a departure from conventional instant coffee production methods. By avoiding the use of flavorings and preservatives, Coffilia ensures that each granule of its 3in1 coffee retains the original flavor profile of the beans, offering an unparalleled at-home coffee experience.
For a product like Coffilia's 3in1 instant coffee, it's essential that the packaging mirrors the quality of what's inside and stands out on the shelves. Bratus excelled in this regard, creating a packaging system for Coffilia that serves as a visual journey through Vietnam's northwest region. It features a panoramic 360 illustration that envelops the package, an artistic venture that brings the mountainous terrain to life. Each package becomes a canvas, celebrating the beauty and spirit of the landscapes where the coffee is grown.
This design strategy forges an emotional connection between consumers and the serene, melodious landscapes of the coffee farms, as well as the lives and cultures of the region's minority communities. Enjoying a cup of Coffilia coffee becomes an immersive experience, with each sip serving as a reminder of the coffee's journey from bean to cup, rooted in the heritage and beauty of Vietnam's northwest.
In collaboration with Bratus, the Coffilia team has meticulously crafted this product line to encapsulate the essence of original coffee flavor while paying homage to the vibrant culture and passionate coffee growers of the Northwest mountains of Vietnam.
The packaging also features a carefully selected two-color theme that distinguishes between the Arabica and blend lines, enhancing the consumer's journey of discovery through Coffilia's curated selection. The use of tracing paper for the outer wrapping layer evokes the ethereal beauty of Vietnam's mountainous landscapes, further immersing consumers in the sensory and cultural experience that Coffilia offers. This multi-layered design strategy elevates the overall tactile and visual engagement, transforming each Coffilia coffee bag into a portal to the storied regions that nurture its beans.
In conclusion, through a strategic blend of product excellence and visionary packaging, Coffilia Roasted Coffee transcends the conventional coffee offering. It embodies a narrative rich in passion, culture, and artisanal prowess, firmly establishing itself as a symbol of cultural reverence. The packaging of Coffilia is not just a container but a vivid expression of the brand's ethos, weaving together elements of cultural respect and design innovation. Coffilia stands as a beacon of how traditional values and modern creativity can coalesce to craft a product that resonates deeply with consumers, inviting them into a world where coffee is not just consumed, but experienced.
Present at the opening ceremony, representatives of Minh Tien Group Joint Stock Company - MTG (Minh Tien Group) expressed their joy for realizing the previously set goal - bringing quality Vietnamese coffee products to the world, serving coffee lovers in many different countries and territories, thereby contributing to promoting the country's image to international friends.
As for Mr Luai Al-Qattan, he said he has great faith in the way of business and operation, as well as the premium quality that Coffilia coffee brings. With the circular economy model applied by Minh Tien Group to coffee farming and production, Mr. Luai Al-Qattan assessed, that this is an effective and meaningful model for Kuwait, especially in the context of climate change that is negatively affecting the global supply chain in many industries.
Coffilia coffee shop at Al-Kout Beach Hotel is the 4th branch in the entire system and the first branch of Coffilia in a foreign market. The store was opened at a time when more and more Kuwaitis were choosing Vietnam as a new tourist destination. Therefore, it is expected to contribute to attracting a large number of potential tourists to the Gulf market to learn more about the country and people of Vietnam.
The company is now eyeing an expansion into UAE and Kuwait in 2023, cited as nations with high demand for coffee and a diverse, lively coffee culture, according to Nguyen Thi Hong Minh, chairwoman of Minh Tien Group.
Minh Tien Group owns several agriculture estates to grow Arabica coffee trees such as Son La, Lam Dong. Son La is the largest Arabica farmland in the country, well-known for producing coffee with a sour and fruity taste profile.
This means that every by-product at each stage of its production will be repurposed and recycled as materials for later productions of other products in its ecosystem, maximizing the value of the coffee tree.
There are five stages to its closed-loop production cycle, starting with the harvesting of green coffee beans which are then exported as raw coffee beans or processed into roasted ground coffee or instant coffee and sold under the Coffilia brand.
Also from the processing stages, parchments will be left behind, which will serve as a material for another product line. The coffee parchments are combined with corn, sweet potato, and cassava starch, rice husks, and bioplastics including PLA, PBAT, and PVA to create 100% fully biodegradable packaging under the Namigo brand.
Coffee by-products or waste that came from the cultivation and production of coffee beans are traditionally disposed via landfills. A closed-loop production system revolving coffee tree where circular economy principles are integrated can generate a product range. At Minh Tien Group, every by-product at each production stage will be repurposed and recycled as materials for later productions of other products in our ecosystem, maximizing the value of the coffee tree.
According to report, agriculture by-products in Vietnam could be a stand-alone industry with an estimated value of 5 billion USD per year. Production of high-quality coffee beans always create an enormous amount of by-products. It is reprtted that there is approximately 95 percent of coffee waste goes into the disposable depot. As a result, methane is mass-produced, which is a substance more harmful than carbon dioxide at least 28 folds. By utilizing coffee by-products as materials for additional productions, there is a wide range of possibilities for agriculture innovations that directly address environmental issues.
The current product ecosystem includes Green coffee beans; Coffilia; Ha Chuc Cascara Tea; Namigo bio-packaging, and Organic fertilizer. Essentially, the by-product of coffee cherry and coffee bean from the preliminary treatment and processing stage will become input material for subsequent productions, resulting in complement products of the ecosystem.
The closed-loop production entails five production stages. At stage 1, green coffee beans are harvested by hand from the coffee tree across growing areas. In stage 2, initial processing variations of ground and instant coffee products. In stage 3, the delicate skins of coffee cherries are removed, which will be used to process Ha Chuc Cascara tea. In stage 4, coffee parchments combined with corn, sweet potato, cassava starch, rice husks and bio-plastics create 100% fully bio-degradable packaging. The final stage 5 would utilize leftover parchments, pulps, and other residues to make micro-organic fertilizers for subsequent coffee farming.
Essentially, Minh Tien Group constantly pursues sustainable growth through applications of the circular economy model while delivering world-class quality coffee. The model has become an integral principle that represents a sustainable end-to-end operation of coffee growing, harvesting, processing, and producing. Every by-product at each stage will be repurposed and recycled as materials for later productions of other products in our ecosystem, maximizing the value of the coffee tree.
For society, greenhouse gas emissions and industrial waste are significantly minimized. In turn, the cost for environmental measures that respond to climate change would be reduced. Local communities would enjoy stable job opportunities which lead to assurance of sustained economic growth.
For businesses, the threat of resource scarcity should not resurface regularly. Most importantly, there are attractive opportunities for investment in innovation and technology. As productions are optimized, the product life cycle is stretched, extensive exploitation of raw materials; production costs can be scaled down, and supply capacity increases.
Luai Al-Qattan said he has high hopes doing business and operating the caf, as well as the quality of Coffilia coffee. With the circular economy model applied by Minh Tien in coffee farming and production, he believes that this is an effective and significant model for Kuwait, especially in the context of the climate change which has had adverse effects on the global supply chain in many business sectors.
The ambassador also showed his sincere thanks to the business affairs division in Kuwai in supporting to connect Vietnamese businessmen with Kuwaiti partners, thus fostering learning and business opportunities in Kuwait for Vietnamese enterprises, not only in the coffee sector.
The caf opened at a time when more and more Kuwaiti people choose Vietnam as a new tourism destination. The caf is hoped to attract many travelers in the Gulf market to learn about Vietnamese country and people.
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