To bring Vietnamese specialty coffee to the world in an innovative, sustainable, honest, fair, and passionate manner. 
To provide a direct connection between the farmers and Specialty Coffee roasters. 
To pay farmers far higher prices than Fairtrade minimums in order to improve the lives and farming practices of hardworking farmers and ensure we have continued access to the highest quality of coffee beans.
To exceed customer expectations providing perfect, delicious coffee products and excellent, reliable services to our customers
To set and maintain the highest standard of quality and ethics in every product we make and in everything we do. Our coffee beans have been independently tested by the Coffee Quality Institute as Specialty grade.
To earn the loyalty and trust of our customers by continually meeting and surpassing their interest and needs through quality products.
To be a storyteller that would contribute a diverse point of views, knowledge and values that is strayed away from a single-sided perception.