Our Aims.
Unlocking Vietnam’s Potential in the Specialty Sector
At KCCT, we lead with a mindset of *finding fault with the default*. This approach drives us to question established norms and explore the underlying reasons why things are the way they are. Our journey is not about following the crowd or selling style as substance. Instead, we focus on pursuing questions that lack easy answers, aiming to unlock Vietnam’s powerhouse potential in the specialty sector.
Understanding the Status Quo
To make meaningful changes, it’s crucial to understand the existing landscape. This involves examining current practices, identifying limitations, and recognizing areas ripe for innovation. By taking the initiative to understand these aspects, we can lay the groundwork for transformative ideas.
Prioritizing Quality Over Quantity
A key component of our philosophy is to support quality over quantity. This means focusing on creating exceptional products and experiences rather than merely increasing output. By prioritizing quality, we can foster a culture of excellence and drive sustainable growth in the specialty sector.
Encouraging Innovative Thinking
Innovation thrives in environments where questioning the norm is encouraged. At KCCT, we stimulate innovative thinking by challenging preconceived notions and encouraging creative problem-solving. This approach enables us to discover unique solutions and unlock new opportunities within the specialty sector.
Collaborating for Success
Collaboration is vital in our quest to unlock Vietnam’s potential. By working with industry experts, local communities, and international partners, we can share knowledge, resources, and insights. This collaborative spirit helps us create a comprehensive strategy tailored to Vietnam’s unique strengths and challenges.
The Road Ahead
The journey to unlocking Vietnam’s powerhouse potential in the specialty sector is ongoing. By continuing to question the status quo, prioritize quality, and encourage innovative thinking, we are confident that we can make a significant impact. Our commitment to this approach will help pave the way for a vibrant and dynamic specialty sector in Vietnam.
How we approach Quality in coffee.
Producing quality coffee is a process. And that process involves progression. It is an important concept because it provides a framework for understanding how we can achieve mastery and excellence in producing high quality coffee.
At its core, quality progression refers to the process of continuous improvement, deep learning, and striving to reach higher levels of performance or understanding. It is rooted in the belief that with motivation, effort and practice, we all have the potential to grow and get better over time.
The notion of quality progression recognizes that true mastery is not easily attained, but rather is the result of an ongoing journey of learning and self-development. It requires us to be intrinsically motivated, to find relevance and meaning in what we are learning, and to let that knowledge become an integral part of our identity. Creativity also plays a key role, as we build upon our expertise to generate novel ideas and processing innovations.
This concept is applicable to all facets of life, whether in academics, sports, arts, or producing good coffee. By adopting a mindset of quality progression, we can break through plateaus to reach new heights of achievement. The pages ahead will further explore the key components of quality progression and why it leads to fulfillment and excellence when embraced fully.
Our interests in changing “bad” reputation of Vietnamese Robusta.
Vietnamese coffee has developed a reputation for being cheap and abundant. The focus on maximizing yields and efficiency has led to a commoditization of the product. Many Vietnamese coffee producers feel pressure to produce as much coffee as possible, without much regard for quality or sustainability.
This has resulted in Vietnamese robusta coffee beans being viewed as a commodity crop, valued more for the quantity that can be produced rather than the quality. Robusta beans naturally contain more caffeine and have a more bitter taste compared to the more prized arabica beans. With an emphasis on higher yields, Vietnamese robusta is seen as a “cheap” coffee option.
Additionally, Vietnam has become one of the top coffee producing countries in terms of volume. In some years it has produced over 30 million 60kg bags of coffee, trailing only Brazil and Colombia in total output. This mass production of coffee reinforces the view that Vietnamese coffee is a high-yield, cheap product rather than a craft beverage. While Vietnam does produce some specialty and gourmet coffee, the overall reputation of Vietnamese coffee is that of an inexpensive, mass-produced commodity for export. Changing this perception and improving quality requires better growing practices and more focus on flavor and sustainability rather than just maximizing production.
We are passionate about lifting Vietnamese coffee quality out of its perception as a mediocre, homogenized coffee region.
Join Us!
Daniel and Rae (Co-Founders of Karmic Circle Coffee Trading)