22/10/2026
Italy, 2007. Vinh asks for an iced coffee, gets told they don’t do it, orders an espresso and a cup of ice instead and makes his own right there at the counter 🧊 ☕ The barista’s response: “Now I will put this on my menu.”
Problem spotted, problem solved. That’s Vinh To, our MD in Vietnam! He came into coffee from construction back in 2000 (zero commodity background), learned the business by hanging out with farmers and visiting factories, and now runs our Vietnam team on one simple rule: one family, no hierarchy 💚
In our recent Q&A he gets into climate, why Robusta’s moment might only be getting started, and the advice he’d give anyone new to coffee: “Everything is built from the roots.”
Full chat at the 🔗in bio