MoIT promotes branding for key farm produce

The Ministry of Industry and Trade is seeking to promote farm produce branding by amending relevant legal documents and accompanying domestic business in their efforts to achieve this goal.

Vietnam currently has more than 10 key agricultural products sold across 160 countries and territories worldwide. Of these, coffee, rice, cashew nuts, and fruit and vegetables each has an annual export turnover of more than US$1 billion.

However, product quality remains uneven. Some products fail to meet the requirements of demanding markets and some sell internationally under the names of foreign brands.

Therefore, the Ministry of Industry and Trade is trying to improve its policy by developing a national strategy on food branding. The first two phases of the program, which began in 2015, included research and analysis, and developing strategies and brand identity. In the current third phase, the Ministry of Industry and Trade is building a national food industry image campaign, while promoting advertising and marketing.

The Ministry of Industry and Trade has worked with relevant ministries, departments and agencies to build geographical indications for agricultural products, contributing to enhancing efficiency in regional links, ensuring food safety and hygiene, and improving competitiveness in both domestic and foreign markets.

In particular, the Ministry of Industry and Trade is drafting a new version of the Vietnam Value program to submit to the prime minister for approval.

Hoang Minh Chien, deputy director of the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade, said the program would connect firms’ products with activities geared towards investment attraction and introduction of culture and tourism in a bid to attract importers, investors and customers. The program is aimed at introducing Vietnam’s high-quality goods and services to the global market and improving the competitiveness of Vietnamese businesses at home and abroad.

Reindert Dekker, an expert at the Netherlands’ Center for the Promotion of Imports from Developing Countries (CBI), said Vietnamese businesses need to be confident and proud of their products in order to create strong brands to attract consumers.

Businesses need to be active in promoting branding, which is a lengthy process. The Ministry of Industry and Trade can only provide legal support and consultancy.