Meet Sahra Nguyen: A Visionary Leader in the Coffee Industry
By Ranjana Naik
Thank you to all who attended the AIA's 2024 Breaking Barriers Summit. You'll be happy to know that the conversation isn't over. Breaking barriers is something we live and breathe, day in and day out, whether that's being the only Asian given a seat at the table or making space for more of us.
And what's a table without fresh brewed coffee? Specifically, Nguyen Coffee Supply.
Every cup of coffee tells a story. This is theirs – one of the challenges and accomplishments faced by Asian female leaders within the coffee industry.
Q: Tell us more about the origin of Nguyen Coffee Supply. What are your proudest achievements to date? What were some challenges you had to face?
A: Nguyen Coffee Supply started in 2018 and is America's first specialty Vietnamese coffee company. Since 2018, we've been uplifting the people's grind in Vietnam and shining light on their contributions as the #1 growers of robusta coffee in the world. Despite this fact, Vietnamese coffee was excluded from third-wave coffee culture, and we saw firsthand the unfairness that our community experienced without proper representation. There was a glaring gap in the U.S. market for Vietnamese coffee, robusta, and cultural integrity regarding Asian consumer products. So, I set out to change this, and Nguyen Coffee Supply was born.
It's hard to pinpoint our proudest achievements, but some that come to mind are:
Making real Vietnamese coffee available in all 50 states through expanding our retail footprint in over 2,000 doors, including being the first Vietnamese ready-to-drink (RTD) coffee brand at Whole Foods Market and Sprouts Farmers Market. Through our retail presence, we're expanding coffee culture in America!
Press recognition and our products are winning awards validating not just our company but also our mission to challenge the status quo and elevate the robusta coffee species.
Most recently, seeing and recognizing the price increase in robusta coffee…this win means we are changing the world together and designing a more sustainable coffee future for the environment and for growing communities that specialize in robusta coffee. Read more about it here.
Additionally, I'm super proud of building the world I want to see, both from within our company and externally, in how we show up in the world. At Nguyen Coffee Supply, we are big on living our values of care, intention, and empowerment, and every individual on the team really embodies this in how we show up for ourselves, each other, and the mission.
Some of the challenges we faced were the countless "no's" we received as we started. We heard it all, "robusta is inferior, Vietnamese coffee isn't high quality," the list goes on. But we continued to put in the work with our farmers at origin, speak out against the inequity in the coffee industry, and create real, long term value in the global coffee community.
Q: How has being an Asian American Woman affected your career? What role does coffee play in Asian cultures?
A: As a 1st generation Vietnamese-American & female founded company– with a majority Asian American team–we show up for our community and culture daily. We understand the importance of representation, so we move with purpose and ensure that we continue honoring heritage and culture.
Besides water, coffee is the most consumed beverage out there. Vietnam is the second largest coffee producer in the world, as well as the number 1 producer of robusta coffee. Thus, coffee is a huge part of Vietnamese culture and many surrounding Asian cultures as well. We can all gather around and share a cup of coffee while making memories, telling stories, catching up, etc, while getting a boost of energy through a delicious cup of coffee.
Q: What do you hope people will feel when they see or drink Nguyen Coffee Supply?
A: Besides getting a clean energy boost and enjoying a delicious cup of authentic and quality Vietnamese coffee, we want people to know they are part of our mission to change the world. After 5+ years of championing the resilient robusta bean (against popular opinion), robusta coffee is finally getting the recognition it deserves, along with the communities behind the bean.
We're creating worldwide systems of change through our mission to elevate the robusta communities and expand the robusta coffee experience in America. This deep care goes into our product development, from fresh roasted beans to RTDs. Our team is the epitome of collaboration. Everyone has input in the final result before anything goes out to market. We have to be excited and love our product first and foremost before it gets to the community. Why put our products out there if we can't rally behind them?
Q: What's one piece of advice you would give to the AAPI community navigating entrepreneurship?
A: Lean into the community and your differences, even if it's deemed unpopular or unconventional. Believe in your mission and put that at the forefront of what you do—Obsess over it.
And we are obsessed with Nguyen Coffee Supply!
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