Potential for developing deep processing products
With its potential and advantages in terms of land and climate, Gia Lai has all the necessary factors to become the agricultural center of the Central Highlands region. Currently, the province has many key agricultural products with high economic value, bearing distinctive characteristics such as coffee, pepper, honey, macadamia nuts, cashew nuts, processed fruits, etc.
The province has L'amant Café products that have achieved national brands, Phuong Di honey that has achieved 5-star OCOP certification, and many 3-4-star OCOP products. Many products are gradually meeting international trade standards and have great potential for export.
Over the past time, the province's export activities have continuously grown in scale, and export products have been increasingly improved in both quality and quantity. Many products such as coffee, rubber, processed fruits... have been present in nearly 60 countries and territories around the world.
Ms. Tran Thi Lan Anh - Deputy Director of Vinh Hiep Company Limited, co-founder of the L'amant Café brand - said: "After the success of green coffee products, we set ourselves the mission of bringing Vietnamese organic coffee to the world. As a manufacturer, we always grasp the trend to create many products that suit our taste and are of the best quality.
The secret to making L'amant Café products unique is the combination of modern technology to create different roasting profiles to produce many lines such as: Fine Robusta Organic, roasted coffee beans, roasted ground coffee, instant coffee, convenient coffee products. Currently, L'amant Café products have been exported to many countries such as the US, Canada, Russia, Korea, China... This is a strategic step in expanding market share and gradually affirming the position of Gia Lai coffee on the world coffee map.
In the future, the company aims to penetrate deeper into potential markets in Asia and America, aiming for the long-term goal of making Gia Lai coffee a typical product in the global high-quality coffee segment.
Currently, Vinh Hiep Company Limited has cooperated with more than 10,000 farmers and invested in developing the first organic coffee farm in Vietnam that meets USDA standards of the United States Department of Agriculture, EU Organic, Japanese Agricultural Standards, Korean Organic, providing a source of high-quality organic Robusta coffee.
According to the Deputy Director of Vinh Hiep Company Limited, in the process of penetrating export markets, Vinh Hiep was connected by the Department of Industry and Trade with a number of partners to expand the exclusive distribution of the L'amant Café brand in Singapore and Japan. In addition, the Department of Industry and Trade also introduced and promoted the L'amant Café brand to commercial counselors of countries around the world.
In the first quarter of 2025, the province's export turnover was 462 million USD (reaching 54.35% of the plan, up 11.59% over the same period last year). Coffee alone reached an export turnover of 447.53 million USD (up 13.59% in value) with an output of 88,853 tons. This item currently accounts for 96.8% of the province's total export turnover.
Currently, expanding the export market for agricultural products and medicinal herbs is one of the major goals that manufacturers are aiming for. Therefore, along with production development and brand building, product promotion activities abroad are being promoted, opening up opportunities to export typical local products.
Ms. Nguyen Thi Bich Thu - Director of the Center for Industrial Promotion and Trade Promotion (Department of Industry and Trade) said: During the trips, the unit always prioritizes supporting manufacturers in industries with export strengths such as coffee, pepper, honey, cashew nuts, macadamia, passion fruit, and medicinal products.
For example, in early April this year, the unit supported businesses participating in the "5th Exhibition of Ho Chi Minh City and friendly provinces and cities in Savannakhet". After 5 days of introducing and searching for partners in Savannakhet province (Lao People's Democratic Republic), Nhat Nong Gia Lai Company Limited (Chu Puh district) found 1 distributor of goods at Mini Mart Sai Supermarket and 2 retail distributors of red artichoke juice, ginseng, and ginger honey; Hoa Sen Tay Nguyen Production-Packaging-Processing and Trading Company Limited (Pleiku city) found 2 retail distributors of black bean sauce and chili sauce.
However, due to difficulties in transportation, businesses will initially transport through Lao Bao International Border Gate (Quang Tri province) and Densavan International Border Gate (Savannakhet province) to distribute to the market in Savannakhet province.
Or before that, the province had many activities to promote products abroad such as Singapore, Laos, China, Japan, etc., which helped businesses grasp the needs and consumer tastes of these countries to exploit the market. Many businesses have connected with partners to negotiate cooperation methods; some businesses and cooperatives have exported goods to these markets.
Need to standardize product quality
The province’s agricultural product export activities have made significant progress. However, the proportion of exported products in the form of finished products is still limited. Enterprises are still facing many bottlenecks in terms of quality standards and standards of countries and international organizations.
In addition, the lack of market information, lack of specialized export teams in small and medium enterprises, inspection procedures, logistics costs, etc. are still major obstacles to businesses' export activities.
Mr. Pham Van Binh - Director of the Department of Industry and Trade - stated: If Gia Lai agricultural products want to conquer the international market, they cannot continue to maintain the mindset of producing for raw sale. Instead, they must shift to production linked to market demand, invest in deep processing and build strong brands.
The province is implementing many synchronous solutions to support businesses. Notably, the program supports the development of growing area codes, improves production capacity, standardizes input materials, applies technical standards, applies modern processing technology, and promotes trade for businesses and cooperatives.
“Recently, when Japanese partners directly approached some typical products of the province, they changed their thinking about Gia Lai agricultural products. That is, Gia Lai agricultural products are not only sold raw, but businesses have produced many high-quality products in the form of finished products, with their own brands.
If our processed agricultural products can penetrate the Japanese market, it will be easier to enter many other markets in the world. Because Japan is famous for being one of the most demanding markets in the world with extremely strict technical standards on food hygiene and safety, traceability as well as packaging, labeling, etc.
In particular, Japanese consumers are very loyal, meticulous, and believe in brand value and product origin. If the product stands firm in Japan, it can increase the brand value of Gia Lai agricultural products.
According to Mr. Binh, in order to export finished products, in addition to standardizing product quality, manufacturers need to create large-volume sources of goods to meet orders.
In addition, it is necessary to diversify packaging designs and product packaging specifications to meet market demand, from retail chains to restaurant and hotel services. In particular, when targeting a market, it is necessary to follow the needs of that market, which means changing the mindset from "selling what you have" to "selling what the market needs".
In Plan No. 18/KH-SCT on implementing activities to promote goods export in 2025, the Department of Industry and Trade aims at solutions to support production and business units to promote consumption and export of goods, focusing on key products and products with advantages such as agricultural products, forestry products, typical rural industrial products, OCOP products...
The Department of Industry and Trade will coordinate with units under the Ministry of Industry and Trade, trade offices, Vietnamese trade counselors abroad; departments, branches, sectors, localities; production and business units; associations to organize meetings, exchanges, connections for product and goods consumption, attract trade investment between Vietnamese enterprises and foreign enterprises as well as support enterprises to participate in finding export markets according to trade promotion programs and events of the Ministry of Industry and Trade and other units. Strengthen the work of introducing and promoting products at international specialized and multi-industry fairs and exhibitions in many forms.
At the same time, strengthen information work on foreign markets; improve the effectiveness of information and propaganda work on key export markets and prices of the province's main export products.
Source: https://baogialai.com.vn/chuan-hoa-chat-luong-de-nong-san-chu-luc-vuon-ra-the-gioi-post319231.html
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