We go by the Vietnamese saying “Ăn quả nhớ kẻ trồng cây”.
It means when you eat the fruit, remember the person who planted the tree.
For too long there’s been a misunderstanding of Vietnamese coffee.
Most people know Vietnamese coffee as cà phê sữa đá (iced coffee with condensed milk) or budget-friendly robusta.
But did you know that Vietnam is the #2 coffee producers and #1 grower of robusta in the world?
Coffee has been central to Vietnamese culture and daily life for over 200 years. If you’ve been, you’ll know. Cafés line every street, and drinking coffee feels like a national sport.
Vietnam now produces international award-winning robusta, arabica and liberica beans; and it’s time the world knew.
đen is here to show you.
Supporting Vietnamese farmers
đen's beans are sourced through a short, transparent supply chain, working directly with Vietnamese natives to Australians the best coffee beans.
By partnering with small farms near their hometown, they support local communities — especially traditional landowners, while ensuring ethical practices every step of the way.
Supporting sustainable practices
From farm to bag, đen is built on doing the right thing.
Grown in Vietnam’s Central Highlands, our coffee beans come from plants that are more resilient to environmental changes and to have higher yields. Robusta especially has higher caffeine content, making it naturally more pest-resistant, meaning less pesticides.
đen's coffee uses sun-dried and honey method. These methods save water, avoid wastewater pollution, and run on sunshine, not power.
And because Vietnam is closer to Australia than most producers, the beans travel less, meaning fewer emissions.
For the love of creativity
đen's founders are both creatives. Shay designs, Max cooks. Together, they create through coffee.
At home, “creative coffee” is a running theme. Maxi experiments with recipes — desserts, cocktails, brews. While Shay brings the brand to life through bold visuals.
đen's devil heads? Designed by Shay, inspired by lesser-known Vietnamese folklore — strong, bold, and unforgettable.
Just like đen.