The Ministry of Agriculture and Rural Development hopes to soon transfer the Vietnam Rice brand to management agencies to promote development and build the Vietnam Rice brand, and at the same time allow businesses to put it into use in the near future.
Packaging finished rice products for export of Trung An High Technology Joint Stock Company, one of the successful units in building brands and consuming products - Photo: CHI QUOC
Mr. Le Thanh Hoa - Deputy Director of the Department of Quality, Processing and Market Development (Ministry of Agriculture and Rural Development) - said so when talking to us about the Vietnamese rice brand.
Mr. Hoa said: The Vietnamese rice brand has been directed by the Government to be built since 2017 and the Ministry of Agriculture and Rural Development has completed the construction of the Vietnamese Rice brand certification (VietNam Rice), registered for protection under the Madrid Agreement, as well as registered for protection in 20 countries around the world such as Russia, China, Philippines...
However, the promulgation of regulations on the use of Vietnamese rice trademarks is facing difficulties related to the registration of legal procedures...
* Why has the Ministry of Agriculture and Rural Development not been able to transfer the Vietnam Rice brand to units and businesses for use?
- To use the Vietnamese Rice certification label, we must develop a regulation for enterprises and production cooperatives to ensure the quality of rice grains according to requirements.
However, Vietnamese rice has many different types and varieties, so the basic legal and technical regulations require businesses and producers to meet the regulations to be allowed to use the Vietnamese Rice certification label. Thus, we still have to issue regulations so that the management agency can monitor the quality of rice grains. Otherwise, we cannot successfully build the Vietnamese Rice brand.
For example, we build a Vietnamese Rice brand certification for ST25 rice - a type of rice that has been voted the best rice in the world twice, but to be associated with the Vietnamese Rice brand, there needs to be a monitoring process during the cultivation, harvesting, processing, and preservation processes...
Therefore, businesses that want to build their own rice brand or use the Vietnamese Rice brand must comply with good farming regulations, processing procedures, and monitor all food safety hazards to rice grains to ensure the best quality of rice grains for a long-lasting brand.
* In your opinion, should we focus on one type of quality rice as the main ingredient or many types of rice to build a national brand?
- In fact, as a rice exporting country, Vietnam has committed to ensuring food supply and security for the region and the world. Therefore, rice exports to markets will not depend on just one type of rice or one variety of rice but must take into account market demand.
For example, exports to Africa may not require high-quality rice, while exports to countries with which we have signed free trade agreements such as the EU require exports according to an agreed list of high-quality fragrant rice varieties. Japan and South Korea require round-grain, high-quality rice.
Therefore, in building the Vietnamese Rice brand, we cannot just focus on a particular rice variety or type of rice, but must build a common brand for Vietnamese Rice - meaning that Vietnamese rice is quality rice, but the quality will depend on each rice variety. When we build a brand, we must ensure the quality of the rice. This is the key issue.
* To build Vietnamese rice into a strong brand, when talking about rice we think of Vietnam, what do we need to focus on?
- Since ST25 rice was voted the best rice in the world, many countries have known about Vietnamese rice and when it comes to Vietnamese rice, it is not only ST25 rice but also many other rice varieties. However, for Vietnamese rice to become a strong brand, market demand is the first priority.
Based on the needs and tastes of each market, we develop and build brands for each type of rice. For example, in the Philippine market, the Northern Food Corporation (Vinafood 1) and the Southern Food Corporation (Vinafood 2) are large exporters. Therefore, we must build a brand for DT8 rice to stabilize its quality, increase its value and expand its market share in this country.
Along with that, we must build a good process in all stages that we often call logistics for rice from the field to the consumer and these processes must ensure the best implementation.
"Three houses" must work together to build a brand
Many Vietnamese enterprises are exporting high-quality Vietnamese rice products such as A An rice, ST25 rice... to the US and EU; Japonica rice exported to Japan and Korea; and especially DT8 rice from Vietnam is the most popular in the Philippines. When talking about Vietnamese rice, people talk about DT8.
These are branded rice varieties, but to attach these rice varieties to the Vietnamese Rice certification to bring them to the markets, the problem is not only with the state management agencies but also with the enterprises, manufacturers, and exporters themselves to help the rice grains affirm their position in the market in the countries importing Vietnamese rice.
Workshop 'Building a national brand for Vietnamese rice'Source: https://tuoitre.vn/se-som-co-nhan-hieu-gao-viet-20241210085734538.htm
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