Farm produce branding program geared to boosting exports

The Ministry of Industry and Trade is drafting a 10-year program to increase the brand identity of Vietnamese agricultural products in foreign markets.

According to the General Statistics Office of Vietnam (GSO), in the first 10 months of 2019, some major Vietnamese farm produce exports dropped compared to the same period last year. Specifically, seafood exports dropped 3.4 percent, while fruit and vegetable exports fell 5.8 percent, cashew exports declined 3.8 percent, and rice exports decreased 7.8 percent.

The decreases are attributed to two problems. One is increasing domestic production protection by importing countries. The other stems from the fact that most of Vietnam’s farm produce exports are raw or semi-processed products with a low value-added, mainly exported through intermediaries or under well-known foreign brands.

Branding is thus important to familiarize overseas consumers with Vietnamese products of all kinds. Another challenge, as pointed out by the Ministry of Industry and Trade, is the unstable quality of some exports that affects the value and brand of Vietnamese products and businesses.

The Ministry’s “Vietnam food branding strategy” program for food products to 2025 with a vision to 2030 is one of the strategies to address these problems, halt export decline and create an impetus for increased exports.

The ministry is working with relevant ministries, sectors and associations to promote international awareness and recognition of Vietnamese food value. The ministry is also cooperating with the Ministry of Agriculture and Rural Development and other ministries and organizations in helping enterprises meet management, quality and food hygiene and safety standards and requirements, especially those of targeted export markets, in developing and managing geographical indications for Vietnamese agricultural and food products, and in providing branding training and consultancy for organizations, associations and businesses.

Through trade promotion activities, the Ministry of Industry and Trade has promoted brand promotion and market connection for Vietnamese agricultural products, including assistance for domestic manufacturers in exporting Vietnamese products on Amazon Global Selling.