Tran Van Than – The Man Who Made Dam Rong 1 Coffee “Bloom”

“The Kind-Hearted Coffee”

Amid endless green hills of coffee trees in Dam Rong 1, there is a small workshop always filled with the rich aroma of freshly roasted beans. Inside, Tran Van Than, a chemical engineering graduate from Hanoi University of Industry, diligently monitors each batch of coffee passing through the freeze-drying machine — the key to his high-quality processing journey.

After graduating, Than began his career in the city. But after years of hard work away from home, he decided to return to his hometown — not only to care for his family but also to pursue his dream of producing pure, clean coffee that truly reflects the flavor of Lam Dong’s soil.

In 2018, with the support of the local Youth Union, he boldly borrowed VND 50 million in preferential capital from the Vietnam Bank for Social Policies, combined with his own VND 50 million savings, to purchase his first roasting machine. From there, the Samarita Coffee brand — meaning “the kind-hearted one” — was born.

Determined to enhance the value of local coffee beans, Than focused on producing premium-quality roasted coffee. With no prior experience, he spent his days experimenting in the workshop and his nights studying online materials. Once he had saved enough, he enrolled in professional roasting courses to improve his skills.

Than carefully selects only ripe red coffee cherries, dries them naturally on raised beds, and processes them using the "Honey" method, which gives the coffee a sweet flavor, balanced acidity, fruity aroma, and a clean, lingering aftertaste.

“At that time,” he recalled, “people in Dam Rong 1 was still unfamiliar with pure or high-quality coffee. Farmers mainly sold raw beans without paying attention to deeper processing.” From this realization, he partnered with four local coffee-growing households, purchasing their beans and teaching them how to follow high-quality processing standards — gradually raising the overall quality of local coffee.

The brand name Samarita Coffee comes from the Hebrew word Samarita, meaning “the kind-hearted outsider” — symbolizing honesty, compassion, and a firm commitment to product quality.

Investing in Freeze-Drying Technology

Thanks to the growing reputation and quality of his products, more and more people from inside and outside the commune began purchasing his coffee — both for personal use and as gifts. Than gradually expanded his market, reaching customers within and beyond Lam Dong Province, while also promoting online sales through social media and e-commerce platforms.

Each year, his workshop produces 9–10 tons of ground coffee, generating a stable income for himself and providing secured purchasing contracts for four local farmers.

With more capital, he reinvested in modern machinery and continually improved product quality. During this time, a friend abroad introduced him to freeze-dried coffee, a technology that instantly captured his interest.

Freeze-dried coffee dissolves easily in water while retaining its color, flavor, and nutrients — both convenient and premium. Motivated by curiosity, Than purchased a freeze-drying machine in 2024 and began testing production. After numerous trials and failures, he finally mastered the process, creating his own freeze-dried coffee products. He didn’t stop there — Than also began offering freeze-drying services for vegetables, fruits, and other key agricultural products from Dam Rong 1.

“To make 1.3 kilograms of freeze-dried coffee, we need about 5 kilograms of pure roasted coffee,” he explained. “But the technology preserves the coffee’s natural aroma, color, and nutrients — opening new opportunities for local agricultural products.”

Than believes that investing in deep processing allows farmers to move beyond dependence on fresh produce prices. Once coffee, vegetables, and fruits are refined, freeze-dried, and branded, their added value multiplies many times over.

Today, his two products — Premium Roasted Coffee and Freeze-Dried Coffee — have both earned three-star OCOP certification, marking a significant milestone in his journey to build a local coffee brand.

Inspiring a New Generation of Entrepreneurs

Pham Van Duong, Secretary of the Dam Rong 1 Youth Union remarked: “Than is a hardworking, dynamic young man — a shining example of local entrepreneurship. Through his passion and creativity, he has helped elevate the reputation of Dam Rong’s coffee, proving that knowledge and technology can create real value for Vietnam’s agricultural products.”