If you want to sell Vietnamese coffee to cafés and roasters in Europe, you need to be clear on three things: which coffee you are selling (green beans or roasted), whether it meets EU rules on food safety, labelling and traceability, and how buyers will find you and dare to try a first sample. This article walks through each step in practical terms and points out where you should check details with the competent authority.
Step 1: Choose your product and your customer group
Each type of customer needs something different. Pick the group that fits your real capacity rather than trying to serve everyone at once.
| Customer | What they usually care about | Products that usually fit |
|---|---|---|
| Roasters | Consistent green bean quality, clear origin, samples for test roasting | Green coffee beans |
| Cafés and Vietnamese restaurants | Distinctive flavour, ready to use, reasonable price | Roasted and ground coffee, phin-brew coffee |
| Shops, supermarkets, wholesalers | Attractive packaging, correct labels, long enough shelf life | Consumer-ready packaged coffee |
If you produce Robusta, explain clearly where it is grown, how it is processed and how it tastes. European buyers are increasingly curious about the story behind the bean, not only the price.
Step 2: Understand what European buyers look at
- Consistent quality between lots: one good sample is not enough. Buyers need to know the next lot will match the last one.
- Traceability: growing region, harvest, processing method. If you work with small farming households, say so openly and explain how.
- Sustainability: buyers value natural products and responsible farming. Only claim what you can prove.
- Shelf life: goods must arrive in Europe with enough shelf life for buyers to sell and use them. For roasted coffee, include transport time in your calculation.
- Packaging: airtight, able to protect flavour and survive a long journey.
Step 3: Prepare documents and check the rules
Below is the general picture. You should confirm the details for your product with the competent authority or with the Miss Linh team, and this is not legal advice.
- Food-safety certificates: buyers usually ask for HACCP or ISO (or equivalent) for your production and processing facility.
- EU-compliant labelling: mandatory information, language and presentation must suit the country where you sell. Check before you print your packaging.
- Residues and contaminants: the EU has its own rules on pesticide residues and certain contaminants in food. Test your lots and ask which limits currently apply to coffee.
- Deforestation rules: coffee is among the products for which the EU requires proof that it is not linked to deforestation. The timing and specific requirements have changed over time, so confirm the latest information before you ship.
- EORI number and Dutch VAT number: needed for importing and selling in the EU. You take care of these yourself, but Miss Linh can guide you step by step.
Step 4: Reach the buyers
There are two main routes. The first is finding customers yourself: trade fairs, emails, sending samples. This gives you full control, but it takes time, travel money and market knowledge. The second is selling through a B2B platform, where buyers are already looking for suppliers.
Whichever you choose, samples are the most convincing tool. Prepare compact sample packs with an information sheet: growing region, type of coffee, processing method, shelf life and brewing suggestions.
How Miss Linh can help you sell Vietnamese coffee
Miss Linh (Vietnam Food Europe B.V., Oegstgeest, the Netherlands) is a B2B platform and service provider. You sell your products in your own name to European businesses such as restaurants, caterers, shops, supermarkets and wholesalers, with no middlemen taking margins. You remain the owner of your products until they are sold. They are stored in a warehouse in the Netherlands, and Miss Linh delivers them to buyers.
Miss Linh helps with: advice on whether a product can be sold in the EU, pricing advice, setting up VAT and customs, transport and customs clearance to the warehouse, listing your products on the platform, marketing and sales (newsletters, samples, customer visits, trade fairs), order handling, collecting payment, delivery to buyers, and complaints and returns. Miss Linh earns a commission on the products that are actually sold. You can browse the coffee category on Miss Linh and see the producers already on the platform to picture where your product would fit. Miss Linh focuses on small and medium-sized producers, especially women-led businesses.
One thing to say plainly: Miss Linh’s buyers are restaurants, caterers, shops, supermarkets and wholesalers. If you are aiming at specialist roasters, ask the team whether your coffee is a good fit before you decide.
Steps to get started
- Define your coffee type, packaging format and realistic shelf life.
- Check your documents: HACCP/ISO, labels, lab test results.
- Apply for an EORI number and find out about the Dutch VAT number.
- Prepare samples and product information in English.
- Read how to become a supplier on Miss Linh, then contact the team. They speak Vietnamese, Dutch and English.
Frequently asked questions
Should I sell green beans or roasted coffee?
It depends on your capacity. European roasters usually buy green beans to roast themselves, while cafés and shops usually need roasted or ready-packaged products. Start with the type where you can control quality best.
Do I need certificates to sell coffee to the EU?
Buyers usually ask for a food-safety certificate such as HACCP or ISO, plus labels that meet EU rules. You also need an EORI number and a Dutch VAT number. Confirm the specific requirements for your product with the competent authority or with Miss Linh.
How much shelf life should the coffee have when it arrives in Europe?
Goods must arrive with enough shelf life for European buyers to sell and use them. Miss Linh does not give a general figure, because each coffee and each type of packaging is different, so talk to the team directly about your product.
Can I sell under my own brand?
Yes. On Miss Linh, producers sell their products in their own name and remain the owner of the goods until they are sold.