A NEW MISSION
Nguyen Coffee Supply is the first specialty Vietnamese coffee company in the United States importing via direct-trade and roasting in Brooklyn, New York. Founded and led by a 1st generation, Vietnamese American and daughter of refugees, Sahra Nguyen is on a mission to change the future of specialty coffee through diversity, inclusion and sustainability.
We are proud to partner with a 4th generation farmer, Mr. Ton, who owns and operates his family farm in Vietnam’s famed Central Highlands. Together, we set out on an unprecedented mission: bring his organic, green beans to the U.S. for people to enjoy fresh roasted and in a variety of brew styles.
Our inaugural offerings champion both the specialty arabica bean of Vietnam (comprising less than 10% of the country’s coffee production) and the famed robusta bean. For those who prefer a sweet and fruity brew, our Moxy, consisting of 100% arabica, offers an unmatched experience. For those looking for a bold and nutty brew with a smooth finish, the Loyalty blend brings together distinct characteristics of Vietnam’s arabica and robusta for the perfect balance. Our strongest coffee is Truegrit, a 100% peaberry robusta -- with 2x more caffeine than Moxy!
1st GEN, VIETNAMESE-AMERICAN WOMAN OWNED
Nguyen Coffee Supply was founded by Sahra Nguyen, a 1st generation Vietnamese American and a quintessential Millennial of the “Slash Generation.” Her multifaceted creative career includes being the award-winning documentary filmmaker behind NBC News’ “Deported,” a co-founder of New York Times reviewed restaurant “Lucy’s Vietnamese Kitchen,” and a 2018 Google Next Gen Tech Policy Leader. Nguyen is the daughter of Vietnamese refugees, who fled their country by boat after the Vietnam War, and eventually settled in Boston, MA, where she was born and raised.
On a mission to transform the coffee industry through diversity, inclusion, and transparency, Sahra’s pioneering work to grow the Vietnamese coffee movement has been featured in theWall Street Journal, VICE, New York Magazine, New York Times, Forbes and Fortune. She is an award-winning roaster, honored with the 2019 StarChefs Rising Star Award. Early January 2020, Imbibe Magazine featured Sahra Nguyen as one of the #Imbibe75 -- people, places, and directions that will shape the way you drink in 2020. She is a Gold House Collective Founder for the Spring 2020 cohort, a leading network to celebrate and elevate the Asian American community.
Through coffee, Nguyen is telling a new story about robusta coffee and creating new opportunities for people within the global coffee community -- from the farmers to consumers.
HOW IT HAPPENED
As a coffee enthusiast, Nguyen loved exploring emerging coffee concepts in New York and around the world. However, she noticed that there was a huge misperception about coffee beans grown in Vietnam -- big coffee companies were calling them “inferior,” which felt irrelevant since beans don’t exist in hierarchy. Nguyen knew there was an opportunity to properly showcase the distinct profiles of arabica and robusta beans grown in Vietnam when presented with cultural integrity and fresh roasted in Brooklyn.
And it wouldn’t be a long shot to convince people that they’d love coffee grown in Vietnam. Why? Because Vietnam is the second largest coffee producer in the world and the #1 producer of robusta beans, which means that many people around the globe are already enjoying the familiar, bold flavors represented by Nguyen Coffee Supply -- they just don’t realize the coffee they’re drinking is probably made with Vietnamese coffee beans! Why? Because Vietnamese coffee has been rendered invisible which leads to lack of transparency and representation.
With a majority of Nguyen’s extended family living in Vietnam, she grew up visiting the country often and developed a strong connection to Vietnamese food, culture, and coffee. Once she set on the mission to rewrite the narrative of coffee from Vietnam, Nguyen’s aunt introduced her to an old friend who owned two coffee farms in Da Lat. In 2016, they visited the farm together and established a direct-trade and honest relationship to bring his green coffee beans to the U.S. for the first time. Then, Sahra learned how to roast the beans herself and developed the profiles for all our coffees.
THE RISE OF ROBUSTA
As proud champions of the robusta bean, we at Nguyen Coffee Supply believe that robusta coffee is the future of specialty coffee. When we started, we faced a lot of stigma and pushback from the industry around Vietnamese coffee and robusta beans specifically -- but that didn’t stop Founder Sahra Nguyen from carving out our own, unique lane.
We are the first specialty coffee company in the U.S. to celebrate, champion, and offer fresh roasted single-origin robusta beans from Vietnam. While the entire specialty coffee industry moves in one direction (i.e. 100% arabica beans from Africa and South America), we choose to go in the complete opposite direction by importing and roasting single origin robusta coffee from Vietnam (Southeast Asia). Despite the stigma against Vietnamese coffee, we’re here to change the narrative.
Because when an entire coffee variety, robusta bean, is excluded from the specialty coffee community, it bars robusta farmers all around the world from the opportunity to advance their products and livelihoods.
Plus, robusta coffee is delicious! Just ask our customers.
CHANGING COFFEE CULTURE
Nguyen Coffee Supply is on a mission to change the future of coffee culture through celebrating diversity in the coffee community, championing the Vietnamese robusta bean, and amplifying the people behind the world’s second largest coffee production. The brand slogan, “For the People’s Grind,” reflects our mission to inspire and fuel the universal grind. For everything you’re hustling on, we’re here to help. Join the Vietnamese Coffee Movement and let’s create a world of new possibilities together.
Ready to try the Vietnamese coffee experience at home?
To book Founder Sahra Nguyen for speaking engagements, contact Paloma Concordia.
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