The surge in export turnover for crucial agricultural commodities, including coffee, durian, black pepper, etc., has not only contributed to the provincial economic growth but also clearly reflects a shift in the production mindset among farmers along with businesses.

However, for local agricultural products to secure a firm foothold on the global map, the challenge extends beyond mere sales volume; it requires a strategic, sustainable transition from “exporting volume” to “exporting value” coupled with brand identity. With a cultivation area exceeding 210,000 hectares together with an annual output of over 530,000 tons, coffee remains the provincial strategic crop, spearheading the shift in production mindset to conquer global markets.

As a leading enterprise deeply integrated into the global coffee supply chain, also the only company achieving “Vietnam National Brand” status for green coffee beans, Dak Lak 2/9 Import-Export One-Member Limited Company (Simexco DakLak)  generates annual revenue exceeding 15 trillion VND, exporting approximately 120,000 tons of coffee alongside 15,000 tons of black pepper. To date, the company's green coffee has reached over 100 countries and territories, increasingly satisfying the rigorous standards across international markets. Mr. Le Duc Huy, Chairman of the Director Board of Simexco DakLak, emphasized: “To achieve consistent development, we must foster value chain linkages, the core element for advancing toward an agricultural sector capable not only exports more but also exports to higher standards, establishing global brands for green, clean, sustainable agricultural products”.

Black pepper production at Dak Lak 2/9 Import-Export One-Member Limited Company.

On the ground, the sustainable production mindset is gradually spreading among farming households. Mr. Ta Duy Thanh (Dlie Ya commune), who manages nearly 3 hectares cultivating coffee under a partnership with Simexco DakLak, notes that growers must adhere to strict protocols ranging from cultivation to harvesting. In return, the company purchases the product at a premium price, thereby boosting profits for the farmers.

Similarly, as Dak Lak durian gradually establish their standing in major consumption markets, particularly China, the challenge facing export enterprises alongside cooperatives lies not merely in increasing output, but crucially in maintaining stringent control over growing area codes coupled with food safety standards.

According to Dr. Can Van Luc, despite possessing high-value agricultural commodities, Dak Lak provincial agricultural sector has not exploited to its full potentials, characterized by low deep-processing rates in conjunction with primarily exporting raw materials. Logistical constraints, including distance to seaports, a lack of synchronized warehousing together with cold storage facilities, further drive up costs. To elevate the status of Dak Lak provincial agricultural products in the international market, he proposes that the province accelerate the deep-processing industry in coordination with support enterprises in upgrading production capacity coupled with standardizing “green - digital” processes, thereby increasing the product chain value.

Global consumption trends increasingly prioritize clean, sustainably produced agricultural products with transparent origins, compelling farmers, cooperatives, together with enterprises to transform their practices as well as assume responsibility across the entire chain, from cultivation through consumption. This shift lays the foundation for building a global brand for Dak Lak’s agricultural products.

Translated by TRINH THUY