ReporterIndustry and Trade NewspaperWe had a discussion with Ms. Nguyen Thi Tham - Director of Northwest Tea and Specialty Products Company (Shanam) regarding this issue.

Ms. Nguyen Thi Tham - Director of Northwest Tea and Specialty Products Company (Shanam).

Bringing the "sea of ​​clouds" of Ta Xua closer to urban consumers.

- As a specialty tea producer, what products will Shanam bring to introduce to consumers in Hanoi at the Spring Fair 2026, Madam?

Ms. Nguyen Thi Tham:We arrivedSpring FairThis time, it's not just about a business introducing its products, but also about bringing the "spring of Ta Xua" to the heart of the capital. It's the spring of ancient Shan Tuyet tea forests, of mountain clouds, and a unique climate and soil that can't be found anywhere else.

At the fair, Shanam introduced three representative tea groups, all processed entirely from ancient Shan Tuyet tea trees in the Ta Xua heritage tea region. The first group is Cloud Green Tea, a traditional tea suitable for morning drinking, providing gentle alertness, with a refreshing taste and a distinct sweet aftertaste. This is a familiar product to long-time tea drinkers.

The second type is cloud white tea, processed right in the unique natural conditions of Ta Xua's "sea of ​​clouds." This tea has a delicate aroma, a refreshing taste, and, importantly, does not cause insomnia, making it suitable for modern lifestyles, especially for those who do a lot of intellectual work.

Shanam's newest product this year is Cloud Black Tea, made using a completely fermented method from ancient Shan Tuyet tea trees. The fermentation process almost completely eliminates the bitterness, leaving a deep sweetness, distinct floral and fruity aromas, making it easy to drink and digest. We hope this tea line will help new consumers easily access Shan Tuyet tea, while also expanding our customer base to include younger generations.

- Ta Xua is a famous tea-growing region, but it is also a particularly challenging area. Why did Shanam choose to invest in such a challenging region, Madam?

Ms. Nguyen Thi Tham:Before deciding to invest, Shanam's management spent considerable time surveying and evaluating ancient Shan Tuyet tea growing regions across the country. Among them, Ta Xua - Son La, a region still facing many difficulties in terms of infrastructure, living standards, and education, possesses a unique tea flavor, arguably the most distinctive among all Shan Tuyet teas in Vietnam.

The deeper reason stems from the founder of Shanam's desire to preserve the ancient tea forests and create sustainable livelihoods for the Hmong ethnic minority. Without a business to organize production systematically, the tea forests could easily be abandoned, cut down, or exploited in unsustainable ways. This would not only result in the loss of a valuable raw material but also the loss of a part of the cultural identity associated with tea cultivation.

From the beginning, Shanam recognized that it could not thrive if it remained outside the community. All the staff and workers at the factory are members of the community.Hmong peopleIn Ta Xua commune, we consider local people to be at the center of the value chain, not just as suppliers of raw materials, but as long-term partners who share benefits and responsibilities.

Some of Shanam tea's signature products.

- How has Shanam's investment in Ta Xua impacted the income and livelihoods of the local people, Madam?

Ms. Nguyen Thi Tham:The changes are clearly visible, both economically and in terms of social awareness. When the factory started operating in 2016, the market price for fresh tea leaves was only about 12,000 VND/kg. From that time, Shanam purchased them at 40,000 VND/kg. Now, during the spring harvest season, the purchase price has increased to 80,000 - 90,000 VND/kg, meaning that the income from each kilogram of fresh tea leaves for the farmers has nearly tripled compared to before the company's involvement.

Currently, there are over 20 local workers employed regularly at the factory, covered by insurance and receiving job skills training. Many who were previously illiterate have become literate, and some are continuing their training to take on operational and managerial positions. For us, this is not just a story about labor, but a story about changing mindsets.

Initially, Shanam also took about three years to understand and adapt to the Hmong people's way of life, from nomadic farming to a work ethic focused on "just enough to eat." But when the villagers saw that working at the factory provided a stable monthly income, and that harvesting tea according to standards guaranteed a market, their confidence gradually grew.

That belief helps the local people protect the tea forests better and actively plant new ones. Every year, Ta Xua adds dozens of hectares of new tea forests thanks to the company's product purchase policy. For us, the change in awareness, especially the people's emphasis on literacy and stable employment, is the greatest value that Shanam has gained.

Spring Fair 2026: A stepping stone for highland specialties to reach further afield.

- Madam, what are Shanam's expectations for participating in the Spring Fair 2026, and what are its market development strategies for the future?

Ms. Nguyen Thi Tham:Nowadays, consumers nationwide are increasingly interested in product traceability and the local story behind the products. Provincial and regional trade fairs, such as the Spring Fair, provide excellent opportunities for consumers to directly connect with actual producers, understand where products come from, and how they are made.

Each region has its own unique cultural characteristics, climate, and soil. When visiting Son La province, consumers immediately think of tea, coffee, and specialty fruits. This clear regional differentiation makes it easier for customers to choose, while also allowing businesses to tell their story more completely.

Through the Spring Fair 2026, Shanam hopes to connect with more distribution partners who are genuinely interested in the origin and sustainable value of its products. In the long term, in addition to traditional sales channels, Shanam is gradually undergoing digital transformation, starting with internal management and moving towards strongly developing its online sales channel, building stores on e-commerce platforms.

Our goal is to bring Ta Xua tea closer to consumers both domestically and internationally, while preserving its local spirit, protecting ancient tea forests, and creating stable livelihoods for the community.highland people.

Thank you, ma'am!

Shanam is one of the rare businesses that has chosen to develop ancient Shan Tuyet tea in Ta Xua (Son La province) by linking production with forest conservation and improving the livelihoods of the Mong ethnic group. The company guarantees the purchase of all certified tea production, helping to increase the price of fresh tea almost threefold compared to before. All workers at the factory are local people, who have received vocational training, are literate, and have stable incomes year-round. This is considered a typical economic model linked with social responsibility in the highlands.

Phuong Lan - Mai Linh