Vietnam, known for its top agricultural exports, including a variety of vegetables, still struggles to establish its agricultural products, particularly vegetables, with a strong international presence. With nearly 80% of exported agricultural products lacking branding and a unified identity, there’s a pressing need to build a national brand for Vietnamese agricultural goods. This article explores the challenges and opportunities in branding Vietnamese produce, focusing on vegetables, and the importance of domestic market development alongside international recognition.
Vietnam’s agricultural sector holds immense potential, yet its branding and marketing strategies lag behind, hindering global competitiveness. Despite being one of the world’s leading exporters of agricultural products, including vegetables, Vietnam faces significant challenges in establishing its agricultural brands on the global stage. According to Professor Vo Tong Xuan, the journey to brand Vietnamese agricultural products has been ongoing, but substantial changes are yet to be seen. The lack of concerted efforts from the government in promoting Vietnamese agricultural brands is a significant barrier to progress.
Nguyen Nhu Cuong, Director of the Department of Plant Cultivation (Ministry of Agriculture and Rural Development), emphasizes the importance of starting the branding process domestically before venturing into international markets. However, building a brand requires overcoming hurdles such as fragmented production, quality management, and value chain development. Despite efforts to promote safe vegetable consumption domestically, challenges persist, particularly evident in regions like Hanoi, where safe vegetable consumption remains below expectations.
Trinh Van Vinh, Director of the Safe Vegetable Cooperative in Hoa Binh, highlights the struggles of marketing safe vegetables, despite significant production capabilities. Limited market access, high rental costs for retail spaces, and inadequate processing and preservation technologies further compound the challenges. Additionally, the insufficient allocation of retail spaces for safe vegetable sales contributes to ineffective business operations and closures.
Luu Thi Hang, Director of the Hanoi Department of Plant Cultivation and Plant Protection, points out the inadequate infrastructure and outdated processing technologies as major obstacles in the safe vegetable sector’s growth. With only a handful of processing facilities aligned with production areas and a limited number of small-scale processing units, the sector struggles to meet quality standards and consumer demands.
Establishing a national brand for Vietnamese agricultural products, particularly vegetables, is imperative for ensuring the sector’s long-term viability and competitiveness in the global market. To achieve this, concerted efforts from both the government and stakeholders are essential. Strengthening domestic market structures, investing in modern processing technologies, and fostering collaboration across the value chain are crucial steps toward realizing Vietnam’s agricultural branding aspirations.
