With annual exports of around one million tons, worth USD 1.7 billion and representing approximately 14% of global coffee production in 2010, Vietnam today ranks as the world?s second largest coffee producer. Since 1999, the country has been the world?s largest exporter of Robusta coffee with approximately 500,000 rural households deriving most of their farming income from coffee production. 1 The sector is characterized by an extremely competitive environment with growers receiving around 95% of the FOB value. However, despite its prominent position in the global market, the industry faces a number of risks which may threaten its competitiveness.