Coffee, macadamia and fruit trees have been identified as key crops in the province’s efforts to restructure agriculture toward large-scale, market-oriented, green, smart and sustainable production. Across Điện Biên, initiatives are underway to promote linked agricultural production, establish concentrated growing areas, expand deep processing and increase the value of farm produce. In line with these goals, the province launched a campaign in 2026 to expand coffee and macadamia cultivation, mobilizing all available forces and local residents to dig planting holes and prepare new growing areas. Thanks to these concerted efforts, more than 13,400 hectares of coffee and over 6,800 hectares of macadamia were newly planted, exceeding the targets set for the year. The province now has nearly 21,000 hectares of coffee, including almost 6,200 hectares currently in production, and nearly 19,500 hectares of macadamia, concentrated in the communes of Tuần Giáo, Quài Tở, Pú Nhung and Mường Mùn.

Alongside developing key crop-growing areas and helping farmers shift toward commercial production and improve product quality, Điện Biên is building supply chains that connect production, processing and consumption while expanding distribution through e-commerce platforms. This approach helps develop production models, build product brands and promote agricultural goods to increase their value. It requires a coordinated process, from selecting suitable crops and organizing concentrated production to linking cultivation with processing and market distribution. Local authorities across the province have worked with relevant organizations to introduce and promote agricultural products on e-commerce platforms. They have also tapped the influence of key opinion leaders (KOLs) and key opinion consumers (KOCs), who collaborate with local authorities to host livestream sales sessions, showcase products and reach wider audiences.

The “Điện Biên Agricultural Journey” program, held in April 2026, brought together numerous content creators who livestreamed through their personal social media accounts, attracting large numbers of viewers and consumer interactions. The campaign generated widespread attention and helped connect local agricultural producers with buyers in the digital marketplace. Local leaders also joined the livestream sessions, demonstrating how grassroots authorities are proactively helping OCOP-certified producers adopt new approaches to marketing and sales. From Thanh An sweet potatoes and Điện Biên Séng Cù rice to Mường Ảng Arabica coffee and Tuần Giáo macadamia nuts, a wide range of local products were featured on social media and e-commerce platforms, helping Điện Biên’s agricultural goods reach broader markets.

With its mild, clean flavor, low bitterness, moderate acidity and balanced aftertaste, Arabica coffee is steadily winning over consumers nationwide. Thanks to its favorable climate and soil conditions, Mường Ảng is one of the province’s key Arabica-growing areas. Coffee generated approximately VND 450 billion in revenue in Mường Ảng commune in 2025, making it a leading local crop. With more than 2,100 hectares under cultivation, including 1,800 hectares currently producing, coffee has provided stable incomes for many local households.

The Mường Ảng Coffee Festival not only showcased agricultural products from the commune but also gave producers from other parts of the province an opportunity to promote their goods to residents and visitors. One notable highlight was the groundbreaking ceremony for the Detech Coffee Deep Processing Plant in Na Luông village, Mường Ảng commune. The facility is being developed by Detech Coffee Joint Stock Company with an investment of VND 100 billion. It is expected to process approximately 5,000 metric tons of coffee and 7,000 metric tons of macadamia nuts annually. Its product range will include green coffee beans, roasted and ground coffee, specialty coffee, dried coffee cherries, compounds extracted from coffee byproducts and various other deeply processed products.

The investment in the processing plant marks further progress in building integrated production chains and concentrated growing areas. It also gives farmers greater confidence to expand cultivation, knowing that processing and market access are receiving greater attention.

Điện Biên’s agricultural sector is steadily expanding its raw material production areas and attracting investors to the processing industry, creating more products and opening up new markets. In addition to the Detech coffee processing plant in Mường Ảng, several businesses and investors have expressed interest in surveying opportunities and proposing agricultural processing projects. These include TH Group and Him Lam Group, which are exploring macadamia processing, as well as Cat Que Company, which plans to invest in a system of facilities for preliminary processing of green coffee beans.

Investor interest must go hand in hand with farmers’ adoption of scientific and technological advances in cultivation, more efficient fertilizer use, and improvements in crop productivity, quality and resilience. Behind every coffee-growing area are the livelihoods of people whose lives are closely tied to agriculture and who are gradually improving their incomes through local agricultural products and specialties.

The challenge of connecting agricultural products with markets goes beyond improving product quality. It also requires well-organized supply chains linking production, processing and consumption; stronger trade promotion to reach new markets; and more effective use of e-commerce to expand distribution channels. Selling coffee and other agricultural products from Điện Biên through e-commerce platforms helps overcome geographical barriers and brings local produce closer to consumers. By strengthening production links and market connections, the province is creating new opportunities for economic development and increasing the value of its agricultural products.