Kindness - Decorum - Uprightness - Wisdom - Faithfulness
Journey through the five provinces of the Central Highlands, Vietnam's coffee capital, and encounter the supportive and insightful stories of Robusta farmers - the coffee bean deeply embedded in Vietnamese phin coffee culture. "The Five Virtues of Robusta: Nhân - Lễ - Nghĩa - Trí - Tín (meaning Kindness - Decorum - Uprightness - Wisdom - Faithfulness)" is born from this journey.
These five high-quality Robusta Single Origins from the five Central Highlands provinces represent a harmonious balance between the authentic Vietnamese flavors developed by Gióng's roasting team and the inherent characteristics of the farmers and the Vietnamese people as a whole: "Kindness - Decorum - Uprightness - Wisdom - Faithfulness".
Nhân (Kindness)
Nhân Robusta is cultivated in the highlands of Di Linh, adhering to strict organic farming practices and completely abstaining from the use of chemical pesticides. The farmers here have poured their hearts and souls into this land, meticulously cultivating coffee beans of exceptional quality that are not only safe for human health and the environment but also possess the potential to thrive in the global market.
Lễ (Decorum)
"Decorum - a precious cultural identity of Vietnam and Asia as a whole. For generations, our ancestors have deeply instilled the spirit of respect for elders, humility, and gratitude into the spiritual lives of their children. Robusta Lễ is not just coffee; it is a testament to Gióng's gratitude for the diligent hands that have nurtured every Vietnamese coffee bean."
Nghĩa (Uprightness)
Uprightness - Occupying a central position among the FIVE CONSTANTS ROBUSTA, it serves as a balance for the various aspects of life. Uprightness, also known as 'Righteousness' in the FIVE CONSTANTS ROBUSTA, embodies the principles of fairness, justice, and treating all individuals with equity and impartiality. This virtue permeates the service culture and work environment at Gióng, where everyone is treated with fairness and equality.
Trí (wisdom)
Inheriting the gifts bestowed by nature, agriculture has always been a testament to the diligence and wisdom of Vietnamese farmers. The Robusta spirit, like a constant reminder for the Gióng team, is to continuously strive and learn every day like hardworking farmers, in order to reap the sweet fruits of their journey.
Tín (Integrity)
"Standing as the last of the FIVE CONSTANTS ROBUSTA, Trustworthiness serves as the foundation upon which new paths and opportunities are unlocked."
Illustrates the coffee roast levels (vertical column) and flavor groups (horizontal column from left to right) that customers can experience in Gióng coffee.
