Nguyen Coffee Supply

Nguyen Coffee Supply is a Vietnamese coffee company that positions itself as the first specialty Vietnamese coffee business in the United States. It sources 100% Vietnamese beans — both robusta and arabica — through direct-trade relationships with growers in Vietnam, where the beans are hand-picked at ripeness and washed, then roasts them in Brooklyn, New York, without additives, flavorings or oils.

The product range spans whole-bean and ground coffees at varying roast levels (including a medium-dark ground espresso and a dark roast trio), multi-pack bundles and variety packs modeled on Vietnamese drink styles such as condensed milk latte, coconut milk latte and espresso black, brewing hardware including the traditional phin filter and a custom-designed 500ml glass coffee server, and branded apparel and merchandise. The company also publishes brew guides and a product-recommendation quiz, and frames its positioning around diversity and inclusion in coffee culture, social, cultural and economic sustainability, and being woman-owned and led with a woman head roaster.

Business model

Consumer packaged goods: the company imports green coffee from Vietnam via direct-trade relationships, roasts it in Brooklyn, and sells packaged coffee, brewing equipment and merchandise. Alongside one-time online orders it offers recurring coffee subscriptions (including as gifts), a wholesale partner program, corporate gifting, and an office coffee program, and its products are also carried by third-party retailers.

Product sales of roasted coffee, brew tools and apparel through its own online store, recurring subscription plans, wholesale/B2B channels (wholesale partners, corporate gifting, office coffee), and retail distribution. Listed prices on the site include $15.00 for ground Vietnamese espresso, $22.00 for the Loyalty robusta-arabica blend, $46.00 for a variety pack, $63.00 (from $66.00) for a dark roast trio, and $25.00 for a glass coffee server.

Traction

The homepage cites more than 150,000 customers and 3,500+ product reviews, with individual product pages showing hundreds of reviews (for example 614 reviews averaging 4.74/5 for the Loyalty blend and 130 reviews averaging 4.72/5 for the Dark Roast Coffee Trio) and an aggregate 512-review store rating in which 87% are five-star. The site also displays a set of press features and a roster of retailers carrying the products.