On 21st June 2025, popular Ho Chi Minh City-based local specialty coffee chain Every Half launched a new flagship cafe-roastery in Thảo Điền (1 Đường số 10, Phường An Khánh, Thành phố Thủ Đức, Thành Phố Hồ Chí Minh), officially relocating the majority of its coffee roasting operations from the brand’s first cafe–roastery at Võ Thị Sáu (District 3) to a new venue.
An evolution of Every Half’s preference for natural lighting and balsa-toned architectural cues, the new flagship store is planted on a spacious 20-metre-long plot, boasting a design language that is sure to speak to the city’s trendy, young, and growing middle class.
Every Half’s popular Vietnamese specialty coffee campaign menu New Crop is back
At the same time, Every Half’s daring annual local specialty Vietnamese coffee bean campaign menu, New Crop, has returned with well-deserved fanfare.
“Last year was difficult because of increasing prices. This year [was] even tougher!” Trần Lê Minh Trúc, known to most as Bi, co-founder and Chief Operating Officer, exclaimed, explaining how coffee prices rising to the highest in 49 years has resulted in farmers hoarding “due to [sic] FOMO on [further] price increases”.
With 3 species (Arabica, Robusta, Liberica), and at least a dozen coffee varietals from 5 Vietnamese provinces, this year’s New Crop campaign comes with a relatable slogan — Crop of Belief.
With fewer coffee cherries meeting specialty standards, and rising incidents of coffee cherry theft, Every Half’s team has placed utmost trust and gratitude in local coffee farmers who are willing to persevere with one of the brand’s core missions — making high-quality Vietnamese single-origin coffee more accessible to the masses.
Most notably, M’Drăk, a granite-dense plateau district in Đắk Lắk Province, has seen newfound success in the cultivation of Coffea Liberica, achieving productivity over previous failed attempts of growing Robusta in the region due to its unique geology and late post-September rainy season.
“At an elevation of only 400 [or so meters], Liberica is proving to be well-suited to the conditions of the region,” Bi elaborated, explaining how the varietal will bring new value for farmers of this highland area.
Exceptionally sweet with peach-like notes and floral aroma, this natural-processed Liberica, co-produced and processed by Every Half and Hợp Tác Xã (Cooperative) Cà Phê Việt Nam, is expected to challenge stereotypes about Liberica’s potential as a new-age gourmet varietal.
At the same time, Fine Robusta from Cư M’gar, a rural district 90-kilometres away in the same province, continues to play a vital role in Every Half’s menu.
“It’s delicious as usual in our cà phê sữa đá. But don’t forget to try it this year as a light roast coffee for espresso, americano, or even pour-over,” Bi added, emphasizing how the new option will allow coffee lovers to enjoy the specimen’s exemplary tropical fruit and milk chocolate notes.
Customers who visited Every Half Thảo Điền on the 5th of July 2025 were treated to a full day of unlimited New Crop coffee.
As anxiety-inducing as an unlimited supply of V60 pour-overs and espresso might sound, the vibes were cheerful, with participants interacting with coffee farmers who made their way down to Ho Chi Minh City just for the occasion.
The New Crop range of local single-origin coffees will be available until sold out at most Every Half coffee stores.
Solar Energy provides up to 60% energy for Every Half’s daily roasting operations
“[Also], despite the initial costs, we decided to move towards solar energy to supplement our heavy [coffee roasting] power needs,” Bi informed.
Perhaps unbeknownst to most, coffee roasting at an industrial level consumes a hefty amount of energy. With the help of XSolar, Thủ Đức City-based industrial solar expert, Every Half Thảo Điền manages to produce approximately 100 kWh of clean energy a day.
“[It] depends on the sun, but we believe we can save up to 60% of energy per year [at this rate],” Bi elaborated, which translates to theoretical savings of approximately USD20,000 per annum.
One may be eager to believe that the use of solar power to run an urban roastery comes with a touch of PR-driven motivation, but Bi assured us that the move was in line and vital for Every Half’s mission to popularize the consumption of Vietnamese-grown specialty coffee.
Few local roasters and coffee businesses have embraced eco-friendly changes, yet the future of Vietnam’s ability to produce coffee sustainably is closely linked to the escalating impact of climate change.
