Hanoi, Oct. 6 -- Vietnam's coffee industry needs to shift from increasing export volume to raising product value through better quality, deeper processing and stronger branding as falling global prices have reduced export earnings despite higher volumes.

Vietnam exported about 1.4 million tonnes of coffee worth 6.54 billion USD in the first nine months of 2026, up 15.4% in volume but down 7.3% in value year-on-year. The average export price dropped 19.7% to 4,537.3 USD per tonne, according to the Ministry of Agriculture and Environment.

Germany, Italy and Japan remained the largest markets, accounting for 13.1%, 8.2% and 7.2%, respectively. Among Vietnam's 15 largest markets, China recorded a 63.7% rise in export value, indicating room ...