Not stopping at expanding the area, in recent years, the province has clearly determined that improving product quality, building brands, and ensuring sustainable development are fundamental directions for Điện Biên coffee to affirm its position in the domestic market and step by step reach out internationally.

Điện Biên is favored by nature with climate and soil conditions that are ideal for the growth and development of Arabica coffee trees. These specific natural conditions have created a unique flavor for Điện Biên coffee: a clear taste, sweet aftertaste, and mild aroma, suitable for high-quality coffee consumption trends. Currently, the coffee area in the whole province is approximately 5,000ha, concentrated in Mường Ảng, Búng Lao, Tuần Giáo, and Quài Tở communes.

Mường Ảng commune is particularly favored by nature with climate and soil conditions suitable for the growth and development of coffee trees. Mường Ảng Arabica coffee is grown at an altitude of 700 to 1,700m above sea level, featuring a rich aroma, perfect acidity, and caffeine content. The entire Mường Ảng commune currently has nearly 1,700ha of coffee, with an average fresh coffee output of 16,500 tons/year, and the parchment coffee output in 2025 is estimated to reach 3,300 tons. This is not only the largest coffee-growing area in the province but is also considered the Arabica coffee capital of the Northwest region. If previously coffee was mainly consumed in raw form with low added value, production thinking has now changed significantly: shifting from “quantity” to “quality,” from selling raw materials to developing products, and from fragmented production to brand building.

Vương Bá Trung, representative of Việt Bắc Coffee Import-Export Co., Ltd., which specializes in purchasing coffee in Mường Ảng, Búng Lao, and Tuần Giáo communes, stated that to go far, one must start with quality. They are coordinating to research soil, select suitable varieties, and guide people to produce according to processes to ensure output quality. The goal is for more and more international markets to know and trust Điện Biên coffee. The participation of enterprises not only helps solve the problem of stable output for farmers but also contributes to changing production thinking. People are more interested in harvesting and preliminary processing according to the correct process, gradually reducing the habit of working based on old experiences. In 2025, the company purchased 1,500 tons of parchment coffee, with products mainly exported to markets such as the US, Japan, and Thailand.

The Hà Chung coffee processing facility in Mường Ảng commune currently has two filter Arabica powder coffee products that have achieved 4-star OCOP status. The facility owner, Bùi Thị Việt Hà, shared that the core factor making up product quality is raw materials. They only use 100% ripe berries and strictly control everything from selection to roasting and grinding. Over 10 years of attachment to the profession has helped her understand that only when placing quality first can the product have a sustainable standing in the market.

In Tuần Giáo commune, Hồng Kỳ International Coffee Joint Stock Company has researched, processed, and developed many different coffee products, among which HK13 and HK10 products have been recognized as 4-star OCOP. Nguyễn Quốc Tế from Hồng Kỳ International Coffee Joint Stock Company noted that building OCOP products is not simply about completing documents but a whole process of methodical investment in quality, process, and branding. They determined that coffee products must carry the characteristics of the land and build trust with consumers. The goal is not only to sell products but also to create stable income for the enterprise and farmers associated with the raw material area. To do that, the company has proactively linked with coffee growers in Tuần Giáo and Mường Ảng, step by step forming a stable raw material area. Along with that is investing in a modern machinery system for the entire production process, from preliminary processing and cleaning raw materials to roasting, grinding, and packaging. The enterprise focuses on building product image through packaging, labels, traceability stamps, and developing promotional channels on digital platforms.

Realities from Mường Ảng and Tuần Giáo show that improving product quality is no longer a slogan but has become a specific action of enterprises, people, and authorities. To improve coffee quality, in recent years, Điện Biên province has synchronously implemented many solutions. The focus is on changing thinking from “mass production” to “quality production,” linking production with market demand. The agricultural sector coordinates with localities to guide people in applying sustainable farming processes, using high-yield and high-quality Arabica coffee varieties, and strengthening training on care techniques, pruning, balanced fertilization, and pest control in a bio-safe direction. In particular, harvesting ripe coffee is emphasized, gradually changing the previous habit of harvesting green berries, thereby improving the quality of coffee beans right from the input.

In the context of a competitive market where consumers are increasingly demanding, taking quality as the foundation and branding as the long-term goal will help Điện Biên coffee stand firm and develop. With the right orientation and specific, methodical solutions, Điện Biên coffee is gradually transforming from small-scale production to high-quality, branded commodity production. This is the path to increasing the value of coffee beans and a sustainable direction contributing to promoting green, effective, and integrated agricultural development in Điện Biên.