Honored as a National Outstanding Rural Industrial Product of 2025, Phuoc Son Co., Ltd. has become a shining example of Lam Dong’s coffee industry, helping to raise the profile of local agricultural products in both domestic and international markets. The recognition crowns nearly three decades of dedication to quality, preservation of the distinctive basalt-grown coffee flavor, and continuous innovation to meet global standards.

Nearly three decades of dedication to coffee

Founded in 1996, Phuoc Son began as a small business purchasing coffee from local farmers, said Vu Thuy Dung, the company’s Director. Over the past 30 years, it has evolved through three distinct development phases.

During its early years (1996-2006), the company focused on studying the unique characteristics of Lam Dong’s coffee - from soil and climate to coffee varieties, laying the foundation for sustainable growth. Between 2006 and 2012, Phuoc Son invested in professional processing equipment and adopted modern practices from international partners, including Nestle, gradually aligning its production with global standards. Since 2015, the company has shifted toward deep processing, specializing in pure roasted coffee. Beans are carefully sourced from the best farms, processed using specialized techniques to enhance flavor, and refined through advanced color-sorting technology to ensure only top-quality beans reach consumers.

“The most important thing is that we’ve preserved the authentic flavor of Lam Dong’s Robusta - a bold, full-bodied taste with a naturally sweet aftertaste, shaped by the region’s altitude and rich basalt soil,” said Vu Thuy Dung.

In 2025, Phuoc Son’s trio of pure roasted coffee products was named among Vietnam’s National Outstanding Rural Industrial Products, a testament to the company’s relentless pursuit of excellence in quality and design.

Phuoc Son’s modern factory operates under ISO 22000:2018 standards, ensuring a fully closed, one-way production line that eliminates cross-contamination risks and meets strict food safety regulations. The company applies a three-step quality control system - from careful selection of raw beans, to removing impurities and defects, to roasting with its signature formula for optimal flavor. Products are packaged using one-way air-valve bags that preserve the coffee’s aroma, while a cutting-edge color-sorting system eliminates all black and moldy beans, a competitive advantage over many other producers.

Alongside its focus on quality, Phuoc Son has invested in elegant, contemporary packaging that appeals to both domestic consumers and global markets.

Elevating the Lam Dong coffee brand

For Vu Thuy Dung, being named a National Outstanding Rural Industrial Product is a meaningful milestone, recognizing almost 30 years of dedication to coffee. “This honor is not only a source of pride but also a responsibility,” she said. “It affirms our brand’s position in Vietnam’s coffee industry, builds trust with consumers and international partners, and motivates us to keep innovating. Our mission is to elevate the reputation of Lam Dong coffee - and Vietnamese coffee as a whole, on the world stage.”

To further expand its reach, Phuoc Son hopes to continue receiving strong support from the Ministry of Industry and Trade, the Lam Dong Department of Industry and Trade, and local authorities. “We hope the Ministry will help us connect with potential export markets and participate in major international trade fairs,” Vu Thuy Dung shared. “We also look forward to working with the Department to build a collective Lam Dong coffee brand, strengthening regional value and competitiveness. And we hope local authorities will continue to streamline administrative procedures and improve logistics infrastructure - particularly transport routes from Lam Dong to Ho Chi Minh City’s ports, which are vital to lowering costs and boosting export efficiency.”

From its humble beginnings as a small coffee collector, Phuoc Son has grown into a nationally recognized brand exporting to international markets. Despite global competition, the company remains steadfast in its philosophy of quality, sustainability, and authenticity.

“We believe that by preserving the distinctive flavor of Lam Dong coffee and pursuing sustainable value, Phuoc Son will continue to win the hearts of coffee lovers both at home and abroad,” Vu Thuy Dung affirmed.

With the honor of being named a National Outstanding Rural Industrial Product 2025 and continued support from government agencies, Phuoc Son Co., Ltd. is poised to strengthen its position, elevate the reputation of "Lam Dong coffee," and make its mark for Vietnamese coffee on the global market.

According to representatives from Phước Sơn Co., Ltd., in addition to its award-winning roasted coffee products, green coffee beans remain the company’s largest contributor in both output and revenue. This product line has also enabled Phước Sơn to build long-term partnerships with demanding markets such as Europe, the United States, and Asia.

Thanks to its rigorous quality control process, Phước Sơn’s green coffee beans are highly regarded for their consistency, stable flavor profile, and clear traceability. These strengths have not only generated substantial revenue for the company but have also made a significant contribution to Lâm Đồng Province’s overall coffee export performance.