Nguyen Thi Nhu Trang walks between the long, narrow rows of tea trees on her plantation, stopping to pluck the glossy, dark green leaves.
“Thai Nguyen produces the best tea because of the soil and the climate. Our teas are known for brewing a mildly bitter tea with a sweet aftertaste.” - Trang on the quality of Thai Nguyen tea.
Her in-laws have cultivated tea in Thai Nguyen, Vietnam since 1977. In 2018, Trang left her position at Thai Nguyen University, where she had been teaching business for 10 years, to apply her business expertise to her family's farm and formally establish the Son Dung Tea Cooperative.
As the director of the cooperative, she worked to preserve traditional tea production while increasing the incomes of the local farmers. The cooperative initially relied on wholesale buyers for sales. However, in 2020 the COVID-19 pandemic led to a 30% reduction in orders. Trang saw an opportunity to pivot her business model and embrace e-commerce to offset losses, but she lacked the knowledge and skills to initiate an effective e-commerce strategy.
Small and growing businesses like Trang's are essential to Vietnam’s economic growth, accounting for more than 90% of the private sector and contributing to 40% of GDP. USAID works with small and growing businesses, providing customized training programs, one-on-one coaching, and business-to-business linkages.
In December of 2022, Trang participated in USAID’s Market Expansion through E-Commerce training, building her skills in online branding, social media management, and search engine optimization. She used these new skills to improve the cooperative's branding and expand its digital footprint on social media and e-commerce platforms. She integrated high quality photos and captivating stories about cooperative members into the businesses’ marketing, including the story of her mother-in-law, a celebrated and accredited Master Tea Artisan.
Since this transformation, Son Dung Cooperative has gained 10,000 followers on social media and now 30% of its revenues come from these online channels. Inquiries have also increased, leading to new markets in Australia and Iceland. In 2023, with USAID’s support, the cooperative was featured at the Vietnam International Expo, where the company was able to make double the sales compared to previous expos.
“The support came at the right time to establish a foundation for future growth and expand into new markets, supporting our local tea growers.” - Trang
Today, the cooperative supports livelihoods for 50 farmers and their families. Trang plans to expand into the ecotourism market by opening the company's first tea center, a tourist attraction to promote the quality and traditions of Vietnamese tea. Compared to 2022, revenues have increased by 15% in 2024.
Trang and the Son Dung Tea Cooperative pay homage to and spread the legacy of this time-honored tradition through digital platforms, contributing to the economy of Vietnam.
Credits:
Words: Benjamin Ilka Photos: Benjamin Ilka & Song Dung Tea