All the Rest
Tuesday, April 15, 2025
Meet An Tran!
An Tran is based in Ho Chi Minh City, Vietnam, and is currently our Senior Business Development division. He has been with Sucafina for eight years, starting in logistics for the first two years before transitioning into a commercial role, where he has spent the last six years working closely with clients across the region. In this Q&A, An shares his insights into his role and how Sucafina Instant supports their customers by delivering tailored solutions to cope with the market change while still providing competitiveness to the clients.
What does your role as a Trader at Sucafina Instant involve?
My main focus is on business development and coffee positioning in the APAC region, mostly instant bulk, 3in1 mixes, and packed coffee products. I also work closely with our team on sourcing and product development to make sure we’re always offering solutions that fit what the market needs.
What do you find most exciting about your work?
What keeps me motivated is how dynamic the coffee market is, especially in this part of the world. No two days are the same; one day, I’m talking to a client about a new coffee profile, and the next, I’m navigating sourcing opportunities in another country. I’m a value-driven person and continuously try new ways to solve problems, whether through pricing strategies or product innovations. Working with people from many cultures makes the job even more exciting and rewarding.
What are some common challenges your clients face when sourcing instant coffee?
When sourcing instant coffee, we often face a mix of challenges. One of the most common is ensuring consistent quality, especially when it comes to taste, aroma, and appearance.
Consistency is key whether they’re producing for retail shelves or supplying large-scale food service chains.
Price is continuously becoming a growing factor. With the volatility we’ve seen in coffee markets recently, buyers are under pressure to find cost-effective options without sacrificing quality.
On top of that, supply chain reliability is a constant concern. Delays caused by macro issues, raw material shortages, or changing regulations can disrupt their operations. What they really look for is a partner who can offer clarity, flexibility, and practical solutions to help them navigate all these moving parts.
How does Sucafina Instant support its clients through these challenges? Can you share a real example?
We know that no two buyers are alike. So, instead of offering a one-size-fits-all solution, we spend time understanding their market, their needs, and what they’re trying to achieve. Then, we co-create something that works for them, whether through new product development, finding ways to lower costs, or navigating supply challenges.
For example, in 2024, Vietnamese Robusta prices stayed unusually high compared to other origins. That puts a lot of pressure on buyers across Asia. Thanks to our global coffee present, we explored alternative sources and did several production trials to make sure quality wouldn’t be compromised. Brazilian coffee turned out to be a great fit, and we worked with our clients to help them transition smoothly.
At the same time, we noticed that some high-quality Arabica coffees were available at below market prices. That opened a chance to introduce more premium blends, giving our clients something new to offer in their markets.
How important are sustainability and responsible sourcing for your clients?
It’s becoming more and more important across the APAC region, especially in markets like Japan, South Korea, and Australia; even in Southeast Asia, we’re seeing a shift. A growing portion of consumers want to know where their coffee comes from and whether it’s responsibly sourced. Our clients want to meet those expectations without adding complexity to their supply chains.
At Sucafina Instant, we’ve built sustainability into the way we operate. As per client request, we can offer fully traceable coffee through our Farmer Connect platform, which allows the products to be traced back to the farmer. This is a great way to show that the value chain is transparent.
We also support programs that help improve farmer livelihoods and protect the environment. We can provide the right certifications and documentation for our clients with specific goals, like reducing carbon emissions or meeting reporting requirements.
In the end, it’s not just about ticking a box; it’s about building something long-term and positive for everyone involved.
Got more questions or want to connect? An’s always happy to chat about coffee - feel free to reach out!