When Sahra and I chatted over Zoom last month, she quickly rattled off key facts about Vietnamese coffee that she didn’t even know, despite identifying as Vietnamese-American. For example, the country is the second largest coffee producer in the world, and the largest producer of highly caffeinated and resilient robusta beans. To Sahra, her company’s mission is larger than sustainably importing and roasting high quality beans, it’s also about challenging people’s perceptions of Vietnamese and specialty coffee overall.