Lavazza Launches Vietnamese Ham Rong Fine Robusta Line
The premium coffee series debuts at the company's Turin factory after meeting rigorous international testing standards.
Updated on Oct. 30, 2026 in Coffee
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Lavazza has officially launched its new Ham Rong Fine Robusta coffee line in Italy. The coffee is sourced from the Ham Rong farm located in Vietnam's Gia Lai province.
Why it matters
This partnership follows an embassy proposal to develop a single-origin specialty line, marking a strategic advancement for Vietnamese coffee on the global stage. It highlights the successful transition of Vietnamese coffee toward higher-value, deep-processed exports.
Vietnam reached a coffee production output of nearly 1.9 million tonnes for the 2025-2026 crop year. Deep-processed coffee exports grew 14 percent in value, generating 1.5 billion USD in revenue.
The players
Lavazza
This Italian manufacturer is one of the world's largest roasters and distributors of coffee products.
Vinh Hiep Co., Ltd.
This enterprise owns the Ham Rong farm and is a key participant in the Vietnamese coffee export sector.
The details
The collaboration was established after a 2024 Coffee Forum in Turin, where samples from the Vietnamese producers were successfully tested against international standards. The initiative now brings specialized Vietnamese Robusta to European markets through established manufacturing infrastructure.
Timeline
The Coffee Forum in Turin took place in 2024.
The Vietnam coffee crop year spans 2025-2026.
The original annual export target of 6 billion USD was set for 2030.
Culture Shift
This development aligns with the global industry shift toward deep-processed coffee exports as a means to capture higher margins. By focusing on single-origin specialty lines, producers are moving away from traditional volume-based models toward high-value branding.
Consumers in European markets can expect increased availability of single-origin Vietnamese Robusta in premium coffee retail channels. This change reflects a broader effort to standardize specialty coffee quality for international drinkers.
The takeaway
The move demonstrates how specialized quality control and international partnerships can propel regional crops into premium markets. Consumers looking for sustainable specialty coffee should watch for single-origin designations on their next purchase.
Further reading
Learn more about evolving trade standards in the Coffee section.
Source note: This article includes information reported by Vietnam+ (VietnamPlus).
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