The “Made in Vietnam” rice brand is still obscure.

Vietnam is a rice exporting powerhouse, however the Vietnamese rice brand in the world market is quite obscure.

Vietnamese rice exported to the EU is mostly raw rice and does not have its own brand.

Vietnamese rice has not yet established a firm foothold.

Ms. Do Viet Ha - representative of the Vietnam Trade Office in Germany said that some Vietnamese enterprises in Germany import rice from Vietnam, but the volume is not much. Many enterprises mainly import Thai, Indian, Cambodian rice or Vietnamese rice processed in Thailand to supply to Vietnamese people in Germany. In the German market, rice products originating from Vietnam have not really established a solid position. Meanwhile, the demand of the German market for rice products is relatively stable and tends to increase. Vietnam can increase rice export turnover if Vietnamese rice exporting enterprises build their own brands, export high-quality rice, ensure hygiene standards, food safety, and environmental standards of the EU. Clean and high-quality rice, beautiful packaging will be the trend of the German market as well as the EU.

According to Ms. Tran Thu Quynh - Vietnam Trade Counselor in Canada, Vietnam is one of the 10 important rice exporting countries to Canada (after the United States, Thailand, India, Pakistan), however, its market share is very small. Vietnamese rice has recently been highly appreciated by importers for its quality, but some importers are not satisfied with the broken rice content (still around 5%) while other countries such as Thailand have better milling quality, with a broken rice ratio of almost 0%.

"The prospect of Vietnam's rice exports in the coming time will still be very positive thanks to the price advantage compared to similar products of competitors. However, the significant difficulty for Vietnam's rice exports is still the lack of a brand, so consumers do not recognize it to choose. The decision to buy rice in Vietnam is still mainly based on price, not brand loyalty," Ms. Thu Quynh shared.

Mr. Pham The Cuong - Trade Counselor of the Vietnam Trade Office in Indonesia said that Vietnam is always in the top 3 countries supplying rice to the Indonesian market. "In particular, the recognition of Vietnamese rice brands in the Indonesian market is not really clear. In many Indonesian supermarkets, Thai rice has a brand that is easily recognizable to consumers," Mr. Pham The Cuong shared.

Ms. Phan Thi Nga - Representative of the Vietnam Trade Office in the Netherlands said that currently, Vietnamese rice has not yet reached large supermarkets in the Netherlands or even Asian supermarkets in small quantities, the reason is that Thai and Indian rice has reached the market very early, has proven to have stable quality for a long time, so has gained a fairly solid position in the market.

According to Ms. Nga, Vietnamese rice, as reflected by Vietnamese consumers in the Netherlands, has unstable quality and is more expensive than Thai and Cambodian rice, so in many cases, after using it once or twice, they return to using Thai rice with stable quality and better price.

Remove obstacles

Mr. Pham Thai Binh - General Director of Trung An High-Tech Agriculture Joint Stock Company said that Vietnamese rice exported to the EU is mostly raw rice, without its own brand. After importing Vietnamese rice, importing enterprises will put their own packaging and labels on the product to sell to consumers, with popular brands such as: Golden Lotus, Buffalo, Green Dragon...

Currently, some Vietnamese enterprises have focused on building brands, such as Loc Troi Group Joint Stock Company, which has recently completed the export of nearly 500 tons of rice under the group's own brand - "Com Viet Nam Rice" - to the European market. Mr. Nguyen Van Hieu - Export Director of Loc Troi Agricultural Products Joint Stock Company said, "Rice under the brand "Com Viet Nam Rice" has been exported to the markets of France, Germany, and the Netherlands. This rice brand will continue to be developed in the US market and other countries in the EU in the near future.

Some other units have also built brands such as: ST fragrant rice in Soc Trang, Mot bui do Hong Dan in Bac Lieu... but they are still small and fragmented. According to Mr. Le Thanh Hoa - Deputy Director of the Department of Quality, Processing and Market Development (Ministry of Agriculture and Rural Development), since 2018, the announcement of the Vietnam Rice brand has encountered some difficulties leading to slow implementation. The Ministry of Agriculture and Rural Development has submitted to the Government a plan to remove the above obstacles and effectively use the Vietnam Rice brand.

Accordingly, the Ministry proposed a plan to assign a public service unit to manage the use of rice trademarks. Pursuant to Clause 4, Article 87 of the Law on Intellectual Property, the condition for the unit to be assigned to use the trademark is that the organization has the function of controlling and certifying the quality, characteristics, and origin, and does not produce or trade the goods. Mr. Le Thanh Hoa said that the Ministry of Agriculture and Rural Development can choose to submit to the Government a decree on the Regulations on the use of Vietnamese rice trademarks. On that basis, the Ministry of Agriculture and Rural Development will issue a Circular specifying the regulations on the use of rice trademarks, ensuring compliance with Decree 63/2010/ND-CP on administrative procedure control and the Law on promulgation of legal documents.

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