Arabica coffee is Muoi Noi’s main crop. The commune has 2,448 hectares of coffee, accounting for more than 75% of its perennial crop area, with thousands of households involved in coffee production, processing, and harvesting.

Output in 2024 topped 16,200 tonnes, generating an average income of 70-90 million VND (2,657–3,416 USD) per hectare, making it a key revenue source that has placed many local families into the middle and upper-income brackets.

In recent years, Muoi Noi commune has built a coffee production-to-market chain connecting farmers with cooperatives and purchasing and roasting enterprises. Cooperatives and businesses act as “lead engines,” supporting farmers with cultivation, care, harvesting, and initial processing techniques, while expanding market links to enhance the value of Muoi Noi coffee beans.

Charting a sustainable path, Muoi Noi commune is planning a high-quality coffee zone across its existing 2,400-hectare area, aiming to expand production to meet VietGAP, organic, 4C, and UTZ standards. The commune is moving toward building the “Muoi Noi Coffee – Son La Arabica” brand, complete with traceability, e-tags, and geographic indications.

At the same time, local authorities are promoting deep processing and coffee tourism, developing homestays and experiential services that let visitors harvest, roast, and taste coffee, helping diversify livelihoods and boost residents’ incomes.

Speaking at the festival, Cong urged Muoi Noi commune to fully leverage its natural advantages in coffee cultivation, processing, and marketing to boost farmers’ incomes. He also called for stronger outreach to encourage residents to adopt high-tech methods in coffee production while ensuring environmental protection and sustainable development.

The contest featured 21 teams from hamlets across the commune. Each team, made up of three members, competed in hand-picking coffee following proper techniques, ensuring only ripe cherries were harvested, with no green fruit, broken branches, or fallen leaves. The lively competition, cheered on enthusiastically by locals and visitors, created a festive atmosphere rich in local flavour.

The event also featured an exhibition showcasing artistic creations made from coffee fruits and beans, organised by local schools, alongside signed pledges to produce and develop coffee in line with 4C standards and commitments to avoid deforestation and encroachment on forest land.

The festival served to promote the Muoi Noi coffee brand, helping growers connect supply and demand while sharing best practices in sustainable cultivation, harvesting, and processing.