As Northern European markets tighten regulations on sustainable coffee exports, Vietnamese businesses must pay close attention to the standards being enforced.
Ms. Nguyen Thi Hoang Thuy, Director General and Chief Representative of the Vietnam Trade Office in Sweden (concurrently covering the Nordic region), shared her insights with Industry and Trade Newspaper.
Sustainability Standards: A “Survival Factor” for Vietnamese Coffee in the Nordic Market
Q: Northern European countries such as Sweden, Denmark, and Norway are known for their high sustainability standards. What major regulations should Vietnamese coffee exporters pay special attention to when entering these markets?
Ms. Nguyen Thi Hoang Thuy: That’s absolutely right. The Nordic region is at the forefront of tightening import standards for agricultural products in line with sustainable development goals. There are three core areas Vietnamese coffee exporters cannot afford to ignore if they wish to retain and expand their market share in this region:
First, compliance with the EU Deforestation Regulation (EUDR), which comes into effect on December 30, 2025. Under this regulation, all coffee imported into the EU must prove it was not cultivated on land deforested after December 31, 2020. This requires transparent documentation of cultivation areas and clear geolocation maps to prove no harm to natural forests. Markets like Sweden are particularly strict on this matter.
Second, businesses must proactively prepare for two major EU directives on sustainability: the Corporate Sustainability Due Diligence Directive (CSDDD) and the Corporate Sustainability Reporting Directive (CSRD). Although these regulations initially apply only to large companies, they will place pressure on the entire supply chain. Vietnamese businesses need to prepare in advance on issues such as labor practices, environmental management, chemical use, carbon emissions, and governance policies. These are key indicators importers in Northern Europe will use to assess compliance before placing orders.
Finally, labor ethics and social justice are essential. Nordic countries are highly sensitive to child labor, forced labor, and poor working conditions. Starting in December 2027, the EU will officially ban imports of any products linked to forced labor—regardless of company size. This creates an urgent need for Vietnamese exporters to ensure transparency, establish internal codes of conduct, and train workers beginning now.
Investing in Traceability Systems: A Must-Have “Passport”
Q: Traceability has become a hot topic across global supply chains, especially in the coffee industry. How important is this factor when targeting the Nordic market?
Ms. Nguyen Thi Hoang Thuy: Traceability is now a mandatory “passport” for businesses seeking to work with responsible buyers in the Nordics. It goes beyond recordkeeping—it’s about demonstrating accuracy, transparency, and ensuring no environmental harm such as deforestation.
Several countries are already ahead of Vietnam in applying technology to meet these requirements. For example, coffee cooperatives in Kenya are using the TerraTrac app to map cultivation areas at very low costs—about USD 0.30 per farmer. In Europe, platforms like Beyco, Farmforce, Koltiva, Satelligence, Meridia Verify, and Single.Earth are widely used to help businesses comply with the EUDR.
Vietnam, as the world’s second-largest coffee exporter, has every opportunity to learn from these models. I believe investing early in traceability systems not only helps businesses comply with legal requirements, but also reflects social responsibility—an attribute highly valued in markets such as Sweden, Denmark, and Norway.
Act Now: From Farm Conversion to Brand Development
Q: What are your key recommendations for Vietnamese coffee companies to sustainably access and grow in the EU and Nordic markets?
Ms. Nguyen Thi Hoang Thuy: I have three core recommendations that Vietnamese businesses should take seriously:
First, transition cultivation areas toward transparency and forest protection. This can’t happen overnight, so it’s critical to start now. The use of digital mapping tools, satellite imagery, and farmer engagement is essential.
Second, apply digital technologies in supply chain management and in collecting Environmental – Social – Governance (ESG) data. These data not only help businesses meet EU requirements but also boost their competitiveness with Nordic roasters and supermarkets, who prioritize clean, fair, and responsible coffee.
Third, invest in internationally recognized environmental and social certifications such as Fairtrade, Rainforest Alliance, or even B-Corp. For instance, Sancoffee (Brazil) has become a beloved brand in the Nordics thanks to its ability to transparently measure and communicate its social and environmental impacts.
Additionally, I encourage Vietnamese businesses to collaborate more with responsible importers through specialized trade fairs, trade promotion programs, or by connecting directly with the Vietnam Trade Office in Sweden. We are ready to act as a bridge, offering market intelligence, guidance on standards, and insights into consumer trends in the Nordic region.
Today, sustainability is no longer a choice—it is a prerequisite for Vietnamese coffee to remain in high-value markets like the Nordics. The earlier we act, the greater our advantage.
Thank you for your time!
Interview by Phuong Lan