Successfully building a national brand will support domestic enterprises to develop production, improve competitiveness in the international market, help farmers escape the problem of planting and then cutting down, and have higher and more stable income.
Over the past few years, the agricultural sector has focused on building the "Vietnam Rice" brand but has yet to export any rice products under this brand. The story of building a Vietnamese agricultural product brand is still the same...
Mr. Phan Van Chinh, Director of the Import-Export Department (Ministry of Industry and Trade), said that agricultural exports will bring in 47 billion USD in 2022, accounting for 12.9% - a fairly large proportion of the country's total export turnover. According to Mr. Chinh, the branding program was assigned by the Prime Minister to be implemented since 2019, accordingly, it is necessary to develop food brands for 9 products: tea, coffee, pepper, cashew nuts, vegetables, cereals, seafood, fresh vegetables, and honey. However, it is impossible to massively brand all of these products, but it is necessary to select and calculate appropriately. Rice itself is also very difficult to brand, because Vietnam has up to 100 rice varieties, which need to be carefully selected.
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| Building a national brand for Vietnamese agricultural products is becoming more urgent than ever. |
According to statistics, in 2022, Vietnam exported more than 1.78 million tons of coffee, with an export turnover of more than 4 billion USD. Although ranked 2nd in the world in exporting this item, Vietnam does not have any brand in the top 10 coffee brands in the world. Similarly, Vietnam ranks 5th in the world in terms of export and 7th in tea production. However, about 90% of exported tea is still in raw form, with low selling prices and consumed under the brands of importers; the export of tea in the form of branded finished products is still very limited.
Currently, many countries have their own agricultural brands such as Norwegian salmon, Japanese Kobe beef, American apples, New Zealand kiwis... Among Asian countries, Vietnam is also famous for durian, but Malaysian durian has a brand so it sells for a very high price, while Vietnamese durian of similar quality is cheaper. Musang King durian (Malaysia) grown in Vietnam is being sold for 500,000 - 800,000 VND/kg; while Vietnamese Ri6 durian, although of equal quality, is only priced at around 100,000 VND/kg...
At present, the issue of building a national brand for Vietnamese agricultural products is becoming more urgent than ever, thanks to which we can open many doors to demanding markets such as Japan, the US, the EU... through multilateral and bilateral trade agreements that have been signed and come into effect. Successfully building a national brand will support domestic enterprises to develop production, improve competitiveness in the international market, help farmers escape the problem of planting and then cutting down, and have higher and more stable income. From there, we will move towards a high-value agricultural economy instead of agricultural production and "trading" as it is today.
In fact, Vietnam has many products, providing many agricultural and aquatic products to the world, but there are no typical products. Therefore, we must choose unique products to focus on promoting in the world. Once we have a different product, we must have quality standards, and we must have a national marketing strategy...
Mr. Nguyen Nhu Cuong, Director of the Department of Crop Production (Ministry of Agriculture and Rural Development) said that the Vietnamese agricultural product brand is the aspiration, desire and also the sadness of current farmers. Before wanting to reach out to the world, it is necessary to build a brand for Vietnamese agricultural products right in the domestic market. This responsibility does not belong to anyone; entrepreneurs and enterprises must have a pioneering spirit, leading with the companionship and support of state management agencies.
Mr. Van Huu Hue, Deputy Director of the Department of Agriculture and Rural Development of Vinh Long province, said that in order to build a national brand for agricultural products, all levels and sectors need to pay attention to creating conditions for farmers and businesses to establish specialized production areas according to high quality standards; Implement linkages in production and consumption of agricultural products...
“To build a brand, first of all, each product needs to build a stable, transparent, and monitored raw material area. Thus, it is necessary to accumulate land and link farmers. In addition, closely linking growing areas with enterprises is an important basis to ensure output and quality of brand building. At the same time, it is necessary to organize well the registration of brand protection abroad, research on varieties, grant geographical indications and promote processing, deep processing to create added value, which also contributes to gradually building a brand for Vietnamese agricultural products,” Mr. Nguyen Nhu Cuong emphasized.
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