With Exports Surging 300%, Vietnam Seeks a Larger Slice of Canada's Coffee Market
October 4 - 2025
Coffee Geography Magazine
A recent Vietnam Coffee Day in Toronto served as a strategic bridge to introduce the rich flavors of Vietnamese coffee to the Canadian market. The event drew significant interest, uniting 18 major Vietnamese coffee exporters, who together represent over half of the nation's coffee exports, with Canadian industry leaders and overseas Vietnamese businesses, all eager to bring quality Vietnamese coffee to local consumers.
Tran Thu Quynh, Vietnam's trade counsellor in Canada, highlighted the years of dedicated collaboration between the Trade Office and the Vietnam Coffee-Cocoa Association aimed at raising awareness among Canadian importers and coffee drinkers. The event's core mission was to connect Vietnamese producers directly with key Canadian businesses, including widespread restaurant chains, coffee shops, and Vietnamese eateries.
Canada presents a promising frontier for Vietnamese coffee, with exports experiencing a dramatic 300 percent surge, climbing from $10 million to nearly $40 million since both nations joined the CPTPP trade agreement. Despite this explosive growth, Vietnam's market share remains below two percent, with only 8,000 tonnes exported to Canada—a small fraction of Vietnam's total global exports of 1.2 million tonnes. Nguyen Nam Hai, chairman of the Vietnam Coffee-Cocoa Association, acknowledged that while exports to Europe are strong, shipments to North America, including Canada, still have immense potential for development.
The opportunity is significant, as Robert Carter, chairman of the Canadian Coffee Association, emphasized that Canada is one of the world's largest coffee consumers. He confirmed that Vietnam is Canada's 11th largest coffee partner outside South America and that the event would be crucial for enhancing the profile of Vietnamese coffee. Current shifts in trade dynamics, especially post-tariff changes, are causing Canada to reduce imports from the United States, thereby opening new doors for Vietnamese suppliers. However, a key challenge remains, as most Vietnamese exports to Canada are raw beans; to increase value, the focus must shift to developing processed products and robust supply chains, leveraging trade pacts like the CPTPP.
Adam Pesce, a member of the Canadian Coffee Association, pointed to branding as the essential next step for success. He recommended that Vietnamese businesses first collaborate with established Canadian brands such as Second Cup, Good Earth Coffee, and Balzac to build a market presence before launching a standalone brand. Ultimately, the Vietnam Coffee Day provided a vital platform for both nations to explore new partnerships, boost export revenue, and help Vietnamese coffee businesses secure a foothold in Canadian distribution channels, advancing their potential across North America.