Stepping into Every Half Coffee Roasters on Ngô Văn Năm Street one early Monday morning, I felt like I had found a quiet oasis amid Saigon’s chaos. Greenery draped over the small courtyard, the hum of the espresso machine blended with soft conversations—creating a space where one could easily linger all day.
Trần Lê Minh Trúc, COO & Co-founder of Every Half, welcomed me with a warm smile. In a vintage button-up, wide-leg jeans, and bold blue-and-pink socks, he hardly looked like the founder of one of Saigon’s most beloved coffee chains. Yet, with over a decade in the F&B industry, particularly in coffee, he is a seasoned figure in the field.
That morning, our conversation felt like a journey through time—from a boy in Buôn Ma Thuột sneaking sips of his parents’ coffee to a co-founder reshaping Vietnam’s coffee scene. From reviving overlooked beans to dreaming of a resilient, sustainable coffee industry in the face of climate change. But above all, one thing remained clear: his unwavering passion for coffee.
What’s your go-to coffee in the morning?
I don’t have a fixed choice. It depends on my mood—some days it’s a pour-over, others a latte or cappuccino. When it’s chilly, I go for a hot latte. On slower mornings, a pour-over is perfect. I like the unpredictability—it’s fun to just listen to my body and drink what feels right.
(That morning, Trúc chose a latte.)
Coffee is often tied to memories. Do you have a particular coffee-related memory that has stayed with you?
I was born in Buôn Ma Thuột—the coffee capital—so coffee has been a part of my life for as long as I can remember. My memories of it are countless, tied to my childhood and my family.
One image that has always stuck with me is the irrigation season for coffee farms. In the highlands, water is scarce, so farmers have to transport it from far away using pipes that stretch hundreds of meters, sometimes even kilometers. These massive coils of pipes are stacked high on tractors, forming long convoys on the highway.
Every irrigation season, seeing those tractors lined up on the road felt just like a morning traffic jam in Saigon.
Do you remember the first cup of coffee you ever had?
"Probably when I was in third or fourth grade. But I had to sneak it. My parents used to drink milk coffee, and one day, I secretly took a sip. I loved it—it was sweet, thanks to the condensed milk. But that was the first and last time for a while. No one lets a kid drink coffee.
You once spoke on the Vietnam Innovators podcast about the biases surrounding Robusta coffee. Do you think those perceptions have shifted?
By now, Fine Robusta has carved out a solid place for itself, and its recognition is only growing. More and more consumers are becoming aware of it. The old perception that Robusta is just a cheap, lower-quality alternative to Arabica—I think that idea is fading fast.
People are beginning to see its true potential and value. It’s not just me—many in the industry are working hard to elevate Fine Robusta because it’s a key product of Vietnam’s agricultural sector. In the broader coffee market, Vietnam is already the second-largest exporter in the world. But when it comes to Robusta, we’re leading the pack.
This year, coffee prices have skyrocketed, reaching their highest in 47 years. In some regions, Robusta prices have even surpassed Arabica. Numbers like these make it clear that Fine Robusta deserves a firm place in the global coffee market—and keeping the old stigma alive? That’s getting harder by the day.
What has Every Half done to elevate Robusta to its rightful place?
At Every Half, I believe we’ve played a role in securing a stronger foothold for Fine Robusta.
From day one, we committed to using Fine Robusta, starting with something as simple and familiar as Vietnamese iced milk coffee. It’s a drink deeply rooted in local culture, often seen as humble or everyday. But by using Fine Robusta, we’ve turned it into something more refined—offering a richer, more complex flavor experience rather than just another cup of ordinary Robusta, or something once considered 'low-grade.'
When customers drink an iced milk coffee made with Fine Robusta, they can immediately taste the difference. And if they look deeper, they’ll see that behind that cup of coffee is a whole story, filled with intention and care.
Every Half has chosen to cultivate coffee varieties like Starmaya, Marsellesa, and Centroamericano H1 in Điện Biên and Lâm Đồng. How did you and your team assess their potential in Vietnam’s climate?
From the very start of Every Half, my approach to coffee had already shifted.
I wasn’t obsessed with chasing the perfect cup or adhering to rigid quality standards. Instead, I talked more about the environment, climate change, and the sustainability of coffee itself. That has been Every Half's narrative from the beginning.
Fine Robusta is how I emphasize Vietnam’s agricultural potential—an essential product that has long been overlooked. Climate change is significantly affecting many coffee varieties, especially Arabica. Fine Robusta, however, is different. It’s more resilient, more sustainable in the long run.
Beyond Fine Robusta, I’ve also been interested in Liberica and newer hybrid varieties like Starmaya and Marsellesa—F1 hybrids of Robusta specifically designed to be more adaptable to climate change.
We’ve always been involved in projects dedicated to these coffee varieties while also supporting farmers in improving Arabica cultivation in Vietnam. Adopting new varieties is a huge challenge—it takes five to six years for the trees to mature, meaning farmers have no income during that period. Those who are willing to take this leap have a long-term vision, and I deeply respect that.
Coffee varieties with long-term value like these, especially in the context of climate change and agricultural sustainability, are something I want to continue supporting and being a part of.
Do you truly believe that consumers and farmers care about sustainability when choosing coffee?
As a coffee roaster, we act as a bridge between farmers and consumers. But it’s difficult to expect customers to fully understand or commit to sustainability. Instead, we focus on making the best product possible while maintaining sustainable connections with farmers.
Sustainability as a value will naturally reach consumers—some will appreciate it, some may not think about it, but just by choosing the product, they’re already contributing to this journey. We don’t force it on anyone; we simply believe that embracing the product itself is a form of participation.
For us, the most important thing is building long-term relationships with farmers. They have a future ahead of them, and so do we. That’s the foundation for a lasting connection.
Beyond the Starmaya and Marsellesa varieties we’re cultivating in Điện Biên, some farmers have also started growing them in Lâm Đồng in partnership with us. This is a long-term commitment—we promise to support them with seedlings and guarantee to buy their entire harvest, ensuring economic stability and a truly sustainable future.
When working with farmers, Every Half focuses not just on coffee production but also on supporting them through education, financial aid, and infrastructure. Can you share a real-life example of this process?
We started Every Half in 2021, but our commitment to long-term partnerships with farmers has really taken shape over the past one or two years.
In 2023, we ran a campaign focused on Liberica—a coffee variety that has long been overlooked but is actually the most resilient to climate change. Historically, the French introduced Liberica to Vietnam, but over time, it fell out of favor. Farmers mostly used it as a windbreak or mixed it into blends to cut costs, without recognizing its economic potential.
But when processed, roasted, and brewed correctly, Liberica can produce an incredible cup of coffee. What’s even more remarkable is that it can grow almost anywhere—even in low-altitude areas like Saigon. In contrast, Robusta needs to be grown at least 300-400 meters above sea level, while Arabica requires elevations of 1,500 meters or more.
As climate change shrinks the available land for coffee cultivation—since mountains can’t grow any taller—finding alternative coffee varieties like Liberica is inevitable.
That year, we didn’t just advocate for Liberica’s value; we also created a market for it to convince farmers to harvest it separately for us. It was similar to the Fine Robusta story—farmers used to pick Robusta cherries while they were still green, assuming they had no real flavor potential. Now, we’re doing the same with Liberica: offering higher prices for ripe, red cherries to prove their true worth.
The impact isn’t immediate, but I believe that over time, as farmers’ economic conditions improve, they’ll start to see the difference more clearly.
Climate change is having a significant impact on coffee production. Could the varieties Every Half is developing become a long-term solution for Vietnam’s coffee industry?
Honestly, compared to Vietnam’s massive coffee production system, our role right now is still small. But we’re growing, and I believe we’ve established a presence in the industry—if not nationwide, then at least in Saigon. And even a small ripple can start a wave.
At first, I thought we were too small to make a real difference. But we decided to try anyway. Who knows? Maybe our tiny ideas will contribute to something much bigger. Or maybe we just plant these seeds—about climate change, about sustainability—and even if they take time to take root, one day, more people will recognize their importance.
Your journey with Every Half is just one part of the bigger picture—it seems to mirror your lifelong journey with coffee. What has been your biggest motivation to keep pursuing this industry?
I consider myself incredibly lucky to have found my passion. I’m still working, still making a living, still building my life around something I truly love.
From a young age, my curiosity and passion for coffee were always there. Even when I was just a waiter, I wanted to understand how to make a great cup of coffee. When I started Every Half, my dream was simple—to have a small café where I could indulge my love for brewing. But over time, I wanted more: to contribute to Vietnam’s coffee industry.
While traveling, I saw how proudly other Asian countries showcased their coffee, confidently marking their place on the global map. Yet when it came to Vietnamese coffee, despite our deep-rooted traditions, people often dismissed it—associating it with low-quality beans. I want to change that. Through these humble coffee beans, through every cup we serve, I hope to create something bigger for my homeland.
Special thanks to our Product Sponsor BM Wine - one of the leading companies in wine import and distribution in Vietnam with over 10 years of experience under its belt providing fine wines to small and large business operators across the country. BMWine is committed to excellence and they win when their partners succeed in their businesses.
Flavors Vietnam 2024, a partnership between Vietcetera and Mastercard, is a five-month long celebration of Vietnam's F&B scene. An annual occurrence since 2018, this year's theme is focused on “Crafting shared culinary experiences.”
As part of Flavors Vietnam 2024, the Flavors Awards (previously known as the Vietnam Restaurants and Bars Awards) celebrate premier F&B businesses and services across Vietnam. The awards highlight local flavors, exceptional talent, and elevate the significance of Vietnamese culinary culture.
This year, the ceremony will integrate with the Flavors Festival, Flavors Vietnam's first exuberant fusion of food, culture, and live music.
About Flavors Awards:
Location: 135 Nguyen Hue - 39 Le Loi, District 1, HCMC.
Date and Time: 14th December 2024
Special thanks to all sponsors and partners of Flavors Awards 2024: Title Sponsor: Mastercard; Major Sponsor: Diageo (Owner of Johnnie Walker, Tanqueray và Don Julio), Vikki and Menas; Category Sponsor: Vietdeli; Product Sponsor: Unios, Osterberg Quality and Bliss Premium Gelato; Travel Partner: be; Communication Partner: Vero; Creative Partner: InSpace-Creative; Event Partner: Trinity Live and Flava Live.
Join us and learn more about Flavors Vietnam 2024 here.
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