While on its face, it’s reasonable to assume that the company’s core audience might be the well-traveled individual who is well acquainted with Vietnamese coffee, but Mullin says the bulk of its audience over the past four years has been millennial females attracted to the vibrant nature of the brand.Īnd she believes Copper Cow has only scratched the surface of the $90bn US specialty coffee market which holds a 60% share of the total US coffee market, said Mullin. To add to the excitement of the brewing Vietnamese coffee at home, Copper Cow has expanded into flavored coffee including salted caramel, vanilla, rose, and lavender, which are incorporated into the ground coffee. Copper Cow pour-over sets come up with small packets of sweetened condensed milk – the other traditional element that goes into making Vietnamese coffee. To do that, Mullin launched the company’s flagship product: a single-use, pour-over format that nests into a coffee mug (a popular way of brewing coffee in Japan).Īll consumers need to do is tear open the coffee bag, hang it over their cup, pour water, and add their preferred creamer. Vietnamese coffee has a really unique but totally “The overall main reason why people buy our product is because of the way it tastes. The idea behind Copper Cow Coffee is to showcase Vietnamese coffee and its distinct but approachable flavor profile of rich, warm undertones in a new and novel format that excites consumers. Recreating Vietnamese coffee for a new audience “The co-op has really strict standards around the cultivation agriculture processes of coffee,” she said adding that the company pays twice the standard market rate for its coffee. Mullin found a co-op where she sources the coffee for Copper Cow products today. “There’s been a complete revolution of the coffee industry in Vietnam,” said Mullin who before launching Copper Cow Coffee traveled to Vietnam to find a sustainable supplier that could meet a set of high product quality standards such as testing the sugar levels of the coffee cherry before picking it. ![]() “I wanted to start my own company and create something that would elevate Vietnamese coffee,” Mullin told FoodNavigator-USA.Īs the world’s second largest producer of coffee (according to World Atlas), Vietnam has largely been left out of the specialty coffee conversation, notes Mullin, who said up until recently Vietnamese coffee had been a market more focused on quantity and supply rather than product quality.īut the tide is changing as the third-wave coffee movement has gone from niche to global trend. ![]() In 2017, Mullin launched Copper Cow Coffee which blended her love of Vietnamese culture – particularly Vietnamese coffee – and passion for sustainability. Emulsifiers, stabilizers, hydrocolloids.Chocolate and confectionery ingredients.Carbohydrates and fibers (sugar, starches).Plant-based, alt proteins, precision fermentation.
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