The event was held by the Vietnam Coffee-Cocoa Association, Vietnamese Trade Office in Canada, and the Coffee Association of Canada, with the goal of expanding coffee exports beyond traditional markets. 

Canada is a promising market for Vietnamese coffee, with exports skyrocketing 300% from 10 million USD to nearly 40 million USD since both countries joined the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP).

According to Robert Carter, President of the Coffee Association of Canada, Canada is one of the largest coffee consumers globally, presenting a key opportunity for coffee exporters. Vietnam is Canada's 11th largest coffee trade partner outside South America. Both nations are seeking to expand trade relations.