The luxury of a simple life

Author: Phan Ngoc Han, Associate, Mekong Capital

June 21st, 2024

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Farming is generally seen as a tough and demanding occupation, often avoided by many. We all know that farmers have a hard job, dealing with long hours, unpredictable weather, and fluctuating markets. I had often wondered about the hopes farmers held for the next generation. During a recent trip to visit a group of female coffee farmers in Son La, I have found my answer, and it touched my heart.

When asked if they wanted their children to take up farming, despite the challenges, these women expressed a strong desire for their children to continue farming, believing it offered a stable income and a path to happiness.

The joys of simple living

How could this be possible? It was because of the support from a local sustainable coffee producer. The company provided technical assistance to the farmers, including detailed monthly and seasonal planning to ensure improved yield and quality of the beans. They also implemented an agroforestry model, where coffee is grown alongside other crops like mango, longan, and macadamia nuts, providing shade and a better-growing structure for the plants. Before this support, the female farmers struggled with insufficient resources and low efficiency.

With the agroforestry model, their monthly income increased from 12 million VND to 20-25 million VND, improving their livelihoods and allowing for more leisure and rest time. The increased income has alleviated stress and fostered a sense of community, bringing daily joy and inspiration to the female farmers. Their smiles and stories have truly made me appreciate the satisfaction and fulfillment they find in their work.

As a result, these farmers have cultivated a strong sense of community, encouraging frequent interactions and connections. This marks a significant shift from their previous individualistic approach to a more collaborative and supportive one. Female farmers now readily share knowledge and assist each other, especially in areas like applying biofertilizers, tree cutting proper tree care, and other successful techniques to achieve higher yields. The genuine smiles on their faces serve as tangible evidence of the positive effect this community has had on their lives.

I was deeply moved by this dedication and resilience. The simplicity and contentment these farmers find in their work are powerful reminders to me of the fulfillment that comes from understanding life’s basics and connecting with nature.

The Luxury of Presence

Yet, farmers are frequently misrepresented or overlooked in broader societal discussions. Listening to the female farmer’s story, I was reminded of the beauty in life’s simplicity. Despite the hardships, she found joy and satisfaction in the small, everyday moments—talking, hanging out, and sharing with her neighbors.

This made me reflect on the busyness and complexities of our own lives. We often carry burdens and responsibilities that consume us, making it a luxury to truly enjoy and appreciate the present moments. In contrast, the farmers’ ability to find contentment in their daily interactions and connections highlighted a profound truth: fulfillment can be found in simplicity.

Therefore, I believe that anyone who hears this story can relate to these farmers on a fundamental level. As human beings, we all yearn for the basic things of life, such as community, sharing, love, and compassion. In reality, we tend to get caught up in stress and worry about multiple things. However, observing the happiness found in the lives of the female farmers has opened my eyes to the fact that true wealth lies in cherishing the small pleasures and meaningful connections that life offers.

However, this simplicity should not overshadow the importance of addressing farmers’ needs. Their lives, though challenging, are rich with meaning and community. By paying attention to their experiences and challenges, we can better understand the support and resources they require. It’s crucial that their voices are heard and their needs addressed in policy-making and societal discussions.

Furthermore, my journey with the female farmers challenged my preconceived notions about investment. It taught me the importance of community, simplicity, and investing in initiatives that have a positive impact on people’s lives. It taught me that true investment success lies in balancing financial returns with meaningful impact. It was a humbling experience that left a lasting impression on me that, once again, financial growth and meaningful social impact can, and should, coexist.

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Mekong Capital makes investments in consumer-driven businesses and adds substantial value to those companies based on its proven framework called Vision Driven Investing. Our investee companies are typically among the fastest-growing companies in Vietnam’s consumer sectors.

In January 2022, Mekong Capital founder Chris Freund published Crab Hotpot, a story about a bunch of crabs who found themselves stuck in a boiling pot. The colorful cover of “Crab Hot Pot,” complete with expressive cartoon crustaceans, looks like a children’s tale at first glance. But as one continues reading, it becomes clear that the work has an important message about organizational transformation, leadership and focusing on a clear vision for the future.

The book is available on Tiki (Hard copy): bit.ly/38baF8a (Vietnamese) and Amazon: amzn.to/3yWunzG (English)