Vinamilk's "special" and "different" journey

In the Middle East, for nearly 30 years, there has been a Vietnamese brand that has been associated with the local people. In the US, Japan, Korea..., this Vietnamese national brand appears in large and small supermarkets.

In 2023, with a valuation of 3 billion USD, Vinamilk will attract attention when it is in the Top 10 global dairy enterprises. It is a "special" and "different" journey of a national brand, contributing to raising the Vietnamese brand on the world dairy industry map.

Ms. Mai Kieu Lien, General Director of Vinamilk.

“I want the world to know about the Vietnamese dairy industry.” This ambitious statement reflects the strategic vision of Ms. Mai Kieu Lien, General Director of Vinamilk.

Not only successful with the traditional product Ong Tho condensed milk, Vinamilk currently has 387 SKUs of exported products. With 62 markets conquered from Asia to Europe, from the Middle East to Africa, Vinamilk's total cumulative export turnover has reached more than 3.4 billion USD. This figure is difficult to compare with many strong export industries, such as textiles, footwear, seafood... But if considered in the context of a country that once had no advantage in dairy farming, no milk processing industry, products almost entirely dependent on imports... then this is truly a proud journey.

Few people know that milk is one of the products that Vietnam exported quite early, right when the country entered the period of opening up and developing the international economy . In 1997, Vietnam participated in the oil-for-food exchange program with Iraq.

To access the program, Ms. Mai Kieu Lien - then General Director of Vinamilk - proactively offered to sponsor 2 containers of powdered milk for Iraqi children. Not only introducing the product, Ms. Lien shared, this was also a practical support for the neighboring country - which was in the post-war period at that time.

Not long after that, the Iraqi Government sent a delegation to visit the factory, learn about the business and asked Vinamilk to supply 300 tons of milk in 3 months. The event marked an important turning point for Vinamilk and the domestic dairy industry, opening a strong journey for this brand to reach out to the world.

Or in Afghanistan, a country still facing many difficulties due to war, over the past 10 years, Vinamilk has always strived with its partners to ensure milk supply for children. Beyond the business goal, it is also a promise to bring nutrition to every child, every person, anywhere in the world.

Looking back on the nearly 30-year journey to reach out to the world, Ms. Mai Kieu Lien, General Director of Vinamilk, concluded that there are three key factors to conquer any market, whether domestic or export: Quality, service and price.

Quality is identified by Vinamilk as the most important “key”. Factories and farms thoroughly apply the most advanced international standards in the world in the production process and selection of input materials, such as: GlobalG.AP, FDA (USA), HALAL, Organic EU, and GMP (US Good Manufacturing Practices)...

Vinamilk is also a rare enterprise in the world that owns international quality awards and certificates, such as: The first fresh milk in the world to receive the Clean Label Project certification for purity; Purity Awards - for powdered milk products for children - for the quality, safety and transparency of raw materials after passing the testing process with more than 400 criteria...

In addition to a systematic market expansion strategy, the dairy giant has also continuously improved its supply capacity to be ready to meet large orders requiring high quality. Currently, the company owns a system of 15 farms and 16 factories at home and abroad. Notably, the first two super milk factories in Vietnam, with investment capital of up to hundreds of millions of USD.

Besides quality, Vinamilk's creativity and innovation spirit are "strengths" that not every brand has. In 2023, after nearly 50 years of establishment, Vinamilk continues to attract great attention from the public at home and abroad when announcing a new brand identity in the spirit of "bold, determined and always being yourself".

The early efforts towards green consumption and sustainable development have helped Vinamilk brand be rated among the Top 5 most sustainable milk brands globally and leading in Vietnam.

Contributing positively to the overall value of Vietnam's national brand, Vinamilk is currently in the Top 10 most valuable milk brands globally (according to Brand Finance 2023).

Source: https://hanoimoi.vn/hanh-trinh-dac-biet-va-khac-biet-cua-vinamilk-691768.html