The plan was presented at the Gia Lai Investment Promotion Conference 2026, where provincial authorities and businesses outlined priorities for growth under the theme of digital transformation and sustainability.
Speaking at the event, Vinh Hiep Chairman and General Director Thai Nhu Hiep said the province must move beyond its role as a major supplier of raw coffee beans and build a competitive, value-driven Robusta ecosystem.
Vietnam is the world’s second-largest coffee exporter, with Gia Lai contributing nearly 100,000 hectares of plantations and annual output of about 250,000 tonnes.
However, the industry faces mounting pressure to adapt as global buyers demand higher quality, traceability and sustainable sourcing.
Vinh Hiep’s proposal centers on developing a fully integrated coffee ecosystem, linking production, technology, processing and market access. The company outlined five key projects, including an artificial intelligence research center for agriculture, a high-tech processing facility, an organic fertilizer plant using coffee by-products, a logistics and transshipment hub, and an eco-tourism complex focused on coffee experiences.
The AI center is designed to improve seed selection, farm management and quality control, while the processing plant aims to push Gia Lai coffee deeper into high-value finished products. The fertilizer project reflects a circular economy approach, reducing waste while lowering input costs and improving soil health.
Logistics infrastructure was identified as another critical bottleneck. Vinh Hiep said improved transport and supply chain connectivity would be essential to reduce costs and enhance the province’s competitiveness in global markets.
The proposal also links coffee production with tourism, suggesting that eco-tourism and specialty coffee experiences could help build a stronger regional identity and increase product value. This aligns with Gia Lai’s role as host of the National Tourism Year 2026.
With more than 30 years of experience, partnerships with over 15,000 farming households and operations spanning 25,000 hectares, Vinh Hiep currently accounts for around 12% of Vietnam’s coffee export volume.
The conference underscored a broader shift in Gia Lai’s development strategy, with authorities emphasizing that future growth must prioritize quality, technology, sustainability and long-term competitiveness.
For the province’s coffee sector, the focus is increasingly on value creation rather than volume, a transition that industry leaders say will determine its position in the global market.
