VIETNAM'S largest coffee grower, Trung Nguyen, is now in the MENA region. Global Hotels Management LLC, a Dubai-based group focused on bringing renowned products to the Middle East, officially signed a strategic partnership to open the luxury coffee chain and distribute the premium coffee products in Middle East and Africa. Hassan Masood, Director and Head of Business Development, said: “GHM always selects our partners to meet the rigorous demands of the MENA market for superior products with luxury and international standards. Trung Nguyen is known around the world and recognized by high profiled political leaders. We are proud to have partnered with Trung Nguyen and we are keen on expanding the business in the region by opening partnership with potential clients.” Nguyen Nguyen, General Manager of Trung Nguyen Franchise, said: “The Middle East and Africa region, particularly Dubai is a strategic market and our entry is the first step towards our venture into this region. This is part of the plan to gain powerful presence on the international market and we are pleased that we have partner with Global Hotel Management. We have firmly established our presence in Vietnam so we are now on track to go global.” Established in 1996 by Dang Le Nguyen Vu, CEO and also dubbed as Vietnam's Coffee King, Trung Nguyen has a variety of coffee products such as the G7 product line which is the most popular instant coffee in Vietnam and can be found at major supermarket chains around the world. Trung Nguyen also produces specialty beans and roasting including a variety called “Legendee” created to mimic the flavor of coffee brewed from beans recovered from the feces of civets, a weasel-like rodent. Civet coffee is considered a delicacy. The products are available in nearly 60 countries and territories including Singapore, Malaysia, Thailand, Canada, Netherlands, Japan, England, Germany, Philippines and more. The company also established Trung Nguyen Cafe Chain in Vietnam where coffee drinkers can enjoy the flavors of Trung Nguyen's authentic coffee. Trung Nguyen exhibited at the recently concluded International Coffee and Tea Festival attended by more than 8,000 trade buyers, entrepreneurs, hotel operators and management staff, chain operators, traders, importers, manufactures and other industry professionals. — SG