Foreign market favors Vietnamese agricultural products

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With the desire to capture the global market by “made in Vietnam” products, domestic enterprises have brought many products with Vietnamese characteristics to participate deeply in global supply and distribution chains.

Many business leaders confidently say that they are on the right path and have first succeeded in conquering the global market.

Workers pack watermelon and dragon fruit vermicelli products of Duy Anh Company for export to American and European markets. (Photo: SGGP)

The story of Duy Anh Company is a typical example. Mr. Le Duy Toan, CEO of Duy Anh Company, said that since the very early years of studying abroad in the United States, he had seen a lot of Vietnamese specialty products. There were even traditional products that can only be produced in Vietnam, such as rice paper, pho noodles and vermicelli. However, in the US supermarket system, they came from other countries, namely Thailand and China. Because of this, he had cherished the dream of introducing Vietnamese products under Vietnamese brands into American supermarket systems. However, if the company starts producing products without knowing the standard requirements, quality and consumer tastes, the partners will never accept its products. So he chose the product outsourcing solution for Japanese companies. This is the basis for him to quickly approach and perfect the standards of quality and product packaging. At the same time, he could grasp the tastes of consumers in each market as the basis for developing Vietnamese branded products.

Currently, the factory of Duy Anh Company has a capacity of about 800 tons of goods per day, and its products are relatively diversified, including watermelon vermicelli, dragon fruit vermicelli, white rice paper, brown rice, pho and noodles of all kinds. . According to Mr. Le Duy Toan, all the ranges of products manufactured by the company use national agricultural raw materials. Products are mainly exported to Japan, the United States and Europe. The US market is the main market with about 20 containers of goods per month. Above all, since the beginning of the year until now, the company has expanded to many new markets in the Middle East and Northern Europe.

Recently, many large-scale Vietnamese companies have appeared and spread Vietnamese brands to many markets around the world. Nafood Joint Stock Company’s passion fruit drink is a typical example. Passion fruit is a fairly common plant in the central highlands of Vietnam, especially in Gia Lai. Because it depends on the export of raw materials, the price of this agricultural product is extremely volatile, hovering around VND 2,000 per kilogram. Sometimes the price even drops to 500 VND per kg. Therefore, farmers are not interested in growing this fruit. Mr. Nguyen Manh Hung, CEO of the company, said the situation changed after the company transformed this type of fruit into a popular specialty drink in the US and European markets. Currently, Nafood Company has cooperated with farmers to establish specialized cultivation areas for passion fruit, and at the same time invested in a processing factory here.

On a larger scale, Vietnam Dairy Products Joint Stock Company (Vinamilk) has brought Vietnamese milk and dairy products to more than 50 markets around the world, including the contract to export a trio of soy-based dairy products , nuts and kidney beans, worth US$1.2 million. to the South Korean market. These are all “made in Vietnam” products that come from domestic agricultural sources. According to the Vinamilk representative, South Korea is considered the “capital” of the food industry, especially nutritious drinks. Foreign companies are often unable to enter this market because it is difficult for them to compete with local companies. Vinamilk’s success in exporting this shipment has indirectly confirmed the advantages and high value of domestic agricultural products, helping to open up a confident and firm direction for Vietnamese agricultural products in the near future.

Building international brands for Vietnamese products

Vietnam is an agricultural country, so agricultural products are abundant and diverse. The commodity export situation has for a long time reduced the value of Vietnamese agricultural products. In particular, international consumers incorrectly identified Vietnamese products. The strategy of creating and developing Vietnamese brands in foreign markets, launched by the Ministry of Industry and Trade in 2017, has had a positive effect. Vietnamese products with Vietnamese brands have gradually gained a position for Vietnamese products in the world market. As a result, the position of Vietnamese products has become increasingly assertive and firmly established in the supply chain.

Duy Anh Company’s noodles and rice paper products are sold in a supermarket in Japan. (Photo: SGGP)

However, Mr. Nguyen Manh Hung said that to create a more sustainable direction for Vietnam’s agricultural products, besides the investment capital support policy, the government needs to plan the commodity cultivation areas again. Accordingly, the planned raw material production areas must meet criteria such as suitable soil, the strengths of each province, and large-scale cultivation, in order to stabilize the raw materials for the production of enterprises.

With regard to market management, it is essential to strengthen control over the origin of goods and strictly manage the situation of poor quality and counterfeit goods labeled with Vietnamese trademarks, to fight against foreign companies that violate intellectual property rights of Vietnamese trademarks and to protect agricultural products by geographical indications. At the same time, the authorities should promote propaganda so that enterprises correctly and sufficiently understand the registration of intellectual property rights, trademarks and brands. This is the basis for effectively preventing the situation of rivalry to buy and sell Vietnamese products in domestic and foreign markets, in which the genuine Vietnamese enterprises bear most of the damage.

“Furthermore, despite the same product, consumer tastes in each market will be different. Therefore, companies must actively grasp this factor in order to have the proper preparation and processing of their products. More importantly, it is necessary to invest in research to create new products. Vietnamese agricultural products are very diverse and abundant. Developing new products also means increasing market development opportunities for Vietnamese companies,” said Mr. Le Duy Toan.

Analysis of the export turnover structure of the General Statistics Office shows that in the first six months of this year, the export turnover of goods was estimated at $157.63 billion, up 28.4% year over year. The agricultural and forestry products group alone reached $11.58 billion, up 15.8%, and the aquatic products group reached $4.05 billion, up 12.4%. The United States continues to be Vietnam’s largest export market, followed by China, Europe, ASEAN, South Korea and Japan.

Source: SGGP

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