Highlands Coffee - Premium Coffee from the Mountains of Vietnam
Vietnamese Coffee FAQ
In the USA, our exposure to coffee is often limited to what we see in advertising. Very seldom do we get a chance to really learn about coffee. As a result, our general body of "accepted" information is a bit skewed from reality.
Take this quick quiz to see if you are a victim of advertising misinformation:
1. Which country produces the most coffee?
Actually, Columbia is only the third largest producer. Brazil is first, and Vietnam is second - another fact that often surprises Americans.
Brazil is indeed the biggest producer of coffee, but Vietnam is the second-biggest. Columbia comes in a distant third.
Correct! Brazil is by far the largest producer due to its larger geographical size, but Vietnam, despite its small size, comes in second because of its ideal climate. Columbia is a distant third.
2. Who iz Juan Valdez?
A. He is a real man used as a mascot for Columbian coffee.
False. Juan Valdez is an icon created by Doyle Dane Bernbach Advertising to promote Columbian coffee for the National Federation of Coffee Growers of Colombia in 1959. Several actors have played the role.
B. He is a symbol, like the Marlboro Man.
True. Juan Valdez is an icon created by Doyle Dane Bernbach Advertising to promote Columbian coffee for the National Federation of Coffee Growers of Colombia in 1959. Several actors have played the role.
3. Which of these coffees will be of the highest quality?
It's actually impossible to tell which of these coffees will be best. The species of the coffee is irrelevant to the quality of the coffee. Actually, most Arabica coffee is of poor quality because Arabica is fragile and low yield and difficult to grow properly. In fact, most coffee is of poor quality. Only 8%, more or less, of the entire world's stock of coffee is considered to be gourmet coffee.
It's actually impossible to tell which of these coffees will be best. The species of the coffee is irrelevant to the quality of the coffee. In fact, most coffee is of poor quality. Only 8%, more or less, of the entire world's stock of coffee is considered to be gourmet coffee.
It's actually impossible to tell which of these coffees will be best. The species of the coffee is irrelevant to the quality of the coffee. Blended coffees are often more appealing because of their broader flavor range, but simply being blended is no guarantee of quality.
Correct! It's actually impossible to tell which of these coffees will be best. The species of the coffee is irrelevant to the quality of the coffee. In fact, most coffee is of poor quality. Only 8%, more or less, of the entire world's stock of coffee is considered to be gourmet coffee; the rest, regardless of species or origin, leaves something to be desired.
4. What do regional names, such as "Sumatran" or "Kona," mean?
A. It means they are a different variety of coffee with unique, inherent characteristics.
Actually, the regional name refers only to where the coffee was grown, not to its species or variety. Kona, for example, means coffee grown on Kona mountain, not any specific variety. Growing region affects the coffee's flavor significantly, so these regional names are still important.
Not really. Growing region affects the coffee's flavor significantly, giving it shared flavor characteristics, but this isn't an indicator of objective quality. Certain growing areas do tend to produce a more flavorful and delicious coffee, due to their rich soils or ideal climate, and therefore some regions are more popular, but good coffees can show up in surprising places.
C. It means the coffee was grown in that region.
That's right - regional names are important mostly because even the very same coffee plant, grown in different soil and climate conditions, will taste different. In most cases, the regional name has nothing to do with the species or variety of the coffee plant, but can give you hints about its flavor.
5. Which of these factors is most important in determining the quality of the coffee?
A. Coffee species (Arabica, Robusta, etc.)
No, species is not a determining factor of quality. There is good and bad coffee of every species and region. Regional soils, climate, drying technique, etc., can make any species or variety of coffee "good" or "bad" to those who are fans of that species or region.
B. Methods - growing methods, processing, and roasting
This is the most important factor that will make or break any coffee. Methods used can make any species or variety of coffee "good" or "bad" to those who are fans of that species or region.
This is a very important factor, but still not the final answer. Bad coffee can come out of even the best growing regions.
By now, you may have noticed that the big chains and ads aren't always telling the truth. If you're interested in learning more, take a look at our FAQ answers below. (Please note that this FAQ is published by Heirloom Coffee, LLC, the USA importers, and not by Highlands Coffee.)
Q. How is coffee divided into categories - by species, region, taste...?
Coffee is divided primarily into regions and species (and varietals of species). The species of the coffee is the most important determinant of basic flavor characteristics. Secondly, the region will determine the coffee's character. Different climates and soils and drying methods will greatly affect the taste of the same species, which will taste quite different due to regional differences. Also, sun-grown Arabica coffee is by definition hybrid coffee, and will not possess the same taste profile as shade-grown Arabica. "Natural" species of Arabica require some shade to prosper, and this also protects habitat for local fauna and helps prevent soil erosion.
Q. What is different about Vietnamese coffee?
A lot goes into making a Vietnamese coffee unique:
- The incredibly diverse Annam Highlands of Vietnam, Laos and Cambodia have so many microclimates that the farmers have found it best to cultivate the species of coffee that most naturally thrives in their area. Thus, a multi-species blending approach developed in Southeast Asia.
- Typically, the coffee is typically sun-dried over a long period (up to 90 days!), bringing out ripened flavors.
- Then, the roasting process is slow and careful, so that the sugars and oils are not burnt and carbonized. This way, the coffee stays naturally sweet, and is low in elements that disturb digestion. Burnt sugars are often the cause of heartburn, so selecting coffees with slow roasting can enable many people to enjoy coffee again without discomfort.
- Finally, Vietnamese coffee is served typically in a single-serving Phin filter or French Press, which results in a longer steeping of the grounds and richer, more intense flavor.
The typical serving size is only about 6 ounces, but is very satisfying. The naturally sweet and flavorful coffee also is excellent when served iced, which is an important aspect of coffee in Vietnam, where tropical temperatures cause a great demand for iced coffee. People who see the small serving size and intensity of the coffee often mistakenly refer to it as "Vietnamese espresso". But "Vietnamese espresso" is real espresso, and is served as expresso in a 4-ounce cup.
Q. How many species of coffee are there?
There are many species in existence. For the purposes of commercial cultivation, it is generally agreed that only 4 main species remain. These are Robusta, Arabica, Excelsa, and Liberica, in order of popularity. Each of these species is genetically distinct and has quite different physical and taste characteristics. They also have different climate and cultivation requirements. For instance, Arabica prefers shade, whereas Robusta can grow in full sun but prefers shade, and Liberica can prosper in full sun. Arabica is a short plant, Liberica is very tall. Arabica beans are generally small (there are some exceptions, including Margogype, known as "elephant bean"), Robusta and Liberica beans are larger.
Q. Are any of these species "better" than the others?
For decades the world's best scientists and gourmets have tried to answer that question. The answer is simple: No.
Arabica is presently the world's most popular and common species. Robusta is next, whereas Excelsa and Liberica together comprise less than 10% of coffee grown worldwide. In the USA there is quite a bit of frank snobbery about the taste and characteristics of Arabica, but these points only apply to the best Arabicas. Arabica preference is a modern trend that began after some very poor quality coffee years in the 1990's, when a lot of bad Robusta was dumped on the world market. But today, there is an equal percentage of bad Arabica being produced under protection of the "Arabica is best" mantra. At one time in the middle of the 20th century, Liberica was actually the most prolific specias being exported worldwide, but by 1980s that species had declined due to changing trade routes and agribusiness practices, to where Liberica had become endangered by the 1990s.
If you read history you will find that many self-proclaimed coffee gurus reflect only the current wisdom. Coffee species, varieties and trends change every 10-20 years, often due to catastrophic frosts or rust afflictions.
It is our belief that there is a perfect species of coffee, or blend of species, to fit every person. Medical research shows variance in taste bud numbers and types up to 100x different in individuals, so the same cup of coffee can never taste exactly the same to two different people. Thus, there is no one superior coffee. Viva la difference! For the sake of the preservation of all the wonderful flavor elements of coffee, and protection against the dangers of monocultivation (blights and climate fragility), it is good to respect and cultivate all the commercial species.
How can I tell what coffees I will like, then?
Biologists have determined that individuals vary greatly in the makeup of their taste and aroma senses. About half of all coffee drinkers respond more to aroma and to what we call "high notes" of coffee, typical characteristics of Arabica. Robusta has less aroma but more complex flavor tones, typically. Many people have a low number of sweet sensors, and a high number of bitterness sensors. These people are overwhelmed by some of the deep elements in Robusta and find it objectionable. But the "other half" of people find Arabica to be unsatisfying, "thin" or "weak", and are overwhelmed by its licorice, lemon or cereal tones. Liberica elicits favorable responses in most people in terms of its intense aroma, but many find the flavor too earthy or woody. Yet others find these deep tones highly rich and satisfying and consider it a mild coffee.
Illustration of the difference in taste perception of coffee species between individuals |
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Variety |
Taste Profile |
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| Emphasis on aroma Sensitive to bitter |
Emphasis on flavor Sensitive to bitter |
Emphasis on aroma Sensitive to sour |
Emphasis on flavor Sensitive to sour |
|
| Robusta: | Unsatisfying and excessively bitter | May enjoy Robusta blends, especially with milk | Robusta peaberries may appeal | Delicious, rich, and thoroughly enjoyable |
| Arabica: | Aromatic, smooth, and pleasurable | Arabica peaberries are complex and good | Enjoys heirloom Arabicas but may find modern Arabicas too sour | Thin, weak, and sour |
| Liberica or Liberica blends: | Likely to find flavor earthy and objectionable | Intriguingly aromatic but may still find flavor too woody | Enjoys Liberica blends but probably not pure Liberica | Aromatic, satisfying, and easy to drink. |
Q. What is a coffee "variety" or varietal?
When plants cultivated in a particular region evolve or mutate into something that is genetically similar (enough for mutual reproduction) but have an obvious difference in appearance (such as yellow cherry fruits instead of red), or in size, or shape or taste, they are referred to as a variety, or possibly, a sub-species. For instance, Moka coffee is a varietal of Arabica.
Q. What is the difference between wet and dry processing of coffee beans?
In some climates, where sun and labor are plentiful, coffees can be sun-dried in the open air (dry process). This requires more labor and a long period of dry, sunny weather. The advantage of this process is that the beans ripen fully and develop many mature flavors such as a chocolate, nutty, or vanilla taste tone. In regions where this cannot be done, the beans are soaked to wash away their fruit (the coffee "cherry") and then kiln-dried. This process is largely automated, and as a result, there is less apt to be foreign material in the first lot production. Sun dried coffees might pick up a stray stone or twig, for instance. However, some sacrifice is made in losing the fully ripened flavor.
Q. What is "water process" decaf?
Most decaf is made using chemicals. They will call this a "natural" process even though the chemicals used are substances like methylene chloride (Dichloromethane/DCM) or ethyl acetate (antifreeze!), because it is true that these chemicals are found sometimes in fruits and vegetables. However, they are actually created in factories. Sensitivities to these chemicals cause many of the reactions that some people have when they drink "decaf", which they mistakenly assume to be due to residual caffeine.
True water process decaffeination makes use of an interesting principle - the flavor elements in coffee will saturate surrounding water before the caffeine will. Thus, beans are soaked in "coffee water" and not much flavor is lost, but the caffeine leaches out. This process is certainly more natural and preserves more flavor.
Q. Is Highlands Coffee Fair Trade?
The term Fair Trade is actually a trademark for an organization that helps control the amount of income received by producers when selling to brokers on the commodities market, typically. While it is helpful to see that farmers get more money for their coffee, the promise of Fair Trade is somewhat limited. It often still does not guarantee that much of the fruits of the labor of the farmer go into his or her own pockets. It works best to assist producers who are in countries that sell primarily on the open market as a commodity. It is not really applicable where coffee is produced by indigenous companies and exported under their own brand name.
In Vietnam, the economy is regulated and foreign ownership is limited, with the purpose of ensuring that a product like coffee that is produced and packaged in Vietnam is essentially "owned" by the people who produce it, and also contributes to the general welfare. Proceeds from coffee exported from Vietnam under brand names are never consumed by third parties or commodities brokers. Thus, buying branded coffees from Vietnam ensures that all of the value is returned to the producers and workers and to the population at large. Many of the coffee producers work under contracts that provide advanced payment. Everywhere that branded coffees are produced, the local economies prosper.
We hope this FAQ helps you to enjoy your Vietnamese coffee!