Vietnamese agricultural products: Strong exports, weak brand

Nông sản Việt: Xuất khẩu mạnh, thương hiệu vẫn yếu - Ảnh 1. — Overview of the discussion "The role of agriculture for Vietnam in the development orientation 2045" within the framework of Vietnam Forum: Vietnamese Moment - Photo: Organizing Committee

That was the sharing of experts at the discussion "The role of agriculture for Vietnam in the development orientation 2045". The discussion took place within the framework of the program "Vietnam Forum: Vietnamese Moment", taking place from August 16 to 17 in Ho Chi Minh City.

Enhancing agricultural product brands, tripling export value

Nông sản Việt: Xuất khẩu mạnh, thương hiệu vẫn yếu - Ảnh 2. — Mr. Pham Ngoc Anh Tung, founder of Foodmap (sitting in the middle), shares about the importance of enhancing the brand of Vietnamese agricultural products - Photo: BTC

Mr. Pham Ngoc Anh Tung, founder of Foodmap, said that Vietnam is proud of its developed agriculture, a billion-dollar export industry. However, most of Vietnam's agricultural products are still mainly exported in raw form.

"If we know how to increase product value, build brands and improve quality, we can completely double or even triple export value," Mr. Tung affirmed.

Recalling the time 6 years ago, Mr. Tung shared that Vietnamese Oolong tea at that time was only sold for 9 USD/kg, while Taiwan exported the same type of tea to the US for up to 100 USD/kg.

"This is a clear demonstration of the potential of branding and adding value to products. Taiwan's national branding strategy has helped them create such a large value difference," Mr. Tung emphasized.

Lessons from Thailand and New Zealand

At the seminar, Ms. Vu Kim Hanh, Chairwoman of the High-Quality Vietnamese Goods Enterprise, emphasized that sustainable and high-quality agriculture is the key to increasing the value of Vietnamese agricultural products.

She cited Thailand’s experience in improving the durian brand. The study of increasing the dryness of durian from 32 to 35 degrees not only meets the strict requirements of the Chinese market but also builds international prestige for Thai durian.

According to Ms. Hanh, this success is the result of a sustainable agricultural ecosystem, in which the Thai government plays an important role in issuing support policies from commune to provincial levels, ensuring that agricultural management is carried out seriously and professionally. At the same time, research institutes and businesses also play a key role, helping farmers find markets and develop new varieties.

"For farmers to become professional, they only need to focus on one task: ensuring production quality and complying with international standards, not on finding markets or scientific research," Ms. Hanh emphasized.

Nông sản Việt: Xuất khẩu mạnh, thương hiệu vẫn yếu - Ảnh 3. — Ms. Vu Kim Hanh, Chairwoman of the High Quality Vietnamese Goods Enterprise, emphasized that sustainable and high-quality agriculture is the key to increasing the value of Vietnamese agricultural products - Photo: BTC

Ms. Nguyen Thi Hong Minh - former Deputy Minister of Fisheries (now merged with the Ministry of Agriculture and Rural Development) - also shared another successful example from New Zealand.

Initially, the country had 1,700 competing kiwi brands. However, businesses cooperated and built a common brand called Zespri, they standardized production and marketing processes, ensuring quality and consistency in promotion. Thanks to that, the Zespri brand is not only famous domestically but also has a global footprint.

Vietnam Forum: Vietnamese Moment

Ms. Ton Nu Thi Ninh, a veteran diplomat and currently Chairwoman of the Ho Chi Minh City Peace and Development Foundation, is a pioneer in building a national brand. With the desire to affirm Vietnam's image in the international arena, Ms. Ninh initiated and led this forum.

Bí kíp nâng cao thương hiệu nông sản Việt - Ảnh 5. — Ms. Ton Nu Thi Ninh, President of Ho Chi Minh City Peace and Development Foundation, shared at the discussion session "Report and exchange on the survey of country brand and Vietnamese identity" - Photo: Organizing Committee

As head of the organizing committee, Ms. Ninh said that the "Vietnam story" will be the red thread running through all activities, demonstrating the unique values of the country and people of Vietnam.

After 50 years of reconstruction and development, it is time for Vietnam to shine, affirm its position and contribute to the global effort for peace, sustainable development and happiness.

The forum gathered more than 70 domestic and foreign experts to discuss from the fields of economics, culture, education, art, along with many in-depth discussions such as: Identifying and building the Vietnamese brand; the identity of Vietnamese people and the Vietnamese nation; Vietnam's mark in connecting with the world,...