Our Story
After many years devoted to agriculture, we decided to return to a tranquil place to embark on a new journey one not for rest, but to cultivate enduring, sustainable values.
We chose Đa Sar the fertile yet challenging highlands of Lạc Dương as our starting point. This region is not only ideally suited for growing high-quality coffee but also represents where we aim to build a truly local agricultural ecosystem: preserving and revitalizing traditional coffee varietals, creating livelihoods for local communities, and restoring the vitality of the land.
PURO CAFFE was born from this passion a brand that stands not only for exceptional coffee beans but also for our commitment to sustainable development, in harmony with nature and community.
Development Philosophy
PURO is far more than just a coffee brand; it is the culmination of a heartfelt agricultural journey, deeply intertwined with people, land, and nature.
Every decision in our cultivation process and every choice in our processing methods stems from the core values we uphold:
Sustainable Farming
We believe great coffee begins with healthy soil. At PURO, we prioritize ecological balance over sheer yield.
We use no harmful chemicals or forced shortcuts nourishing the earth with organic compost and maintaining natural moisture.
Farming with respect for nature is the foundation of our long-term sustainability.
Preserving & Developing Local Varietals
We choose to safeguard indigenous coffee varietals that are slowly disappearing each bean carrying the unique, irreplaceable flavor of Lâm Đồng.
By preserving these native strains, we not only create distinct products but also honor local heritage, culture, and identity.
Additionally, we selectively introduce new varietals to awaken fresh expressions of our terroir.
Meticulous Hand Harvesting
At PURO, harvesting is done by hand, relying on the farmer’s skill, experience, and keen observation rather than machinery.
We pick only perfectly ripe cherries to ensure every bean meets the highest quality standards.
This patient, painstaking work is the only way we can maintain the consistency and subtlety that define each coffee harvest.
Dedicated Small-Batch Roasting
Roasting with PURO is more than a technical step-it’s an art. We understand that each bean and each season brings its own flavor profile.
Therefore, every batch is carefully calibrated, never following a rigid formula, to highlight each varietal’s distinctive characteristics.
This is how we “breathe life” into every bean, so that each cup of PURO tells its own unique story.
Vision & Mission
Vision
PURO aspires to become an iconic Vietnamese coffee brand, where product excellence, regional identity, and a spirit of sustainability converge.
We aim to elevate Vietnamese coffee on the global stage, not only through taste but also via the humanistic values rooted in our land and people.
Mission
Our mission is to cultivate coffee from our homeland in a manner that honors both nature and community.
PURO is committed to producing pure, authentic Vietnamese coffee clean, genuine, and deeply expressive of its origin while fostering a healthy agricultural value chain and inspiring a green, harmonious lifestyle among consumers at home and abroad.