Building a brand for Vietnamese agricultural products to reach far

Despite having many advantages in production, Vietnamese agricultural products and goods still face great challenges in branding. Without a clear brand, products will find it difficult to conquer international markets as well as maintain the trust of domestic consumers.

Vietnamese agricultural products and goods face big challenges in branding. Photo: Ngoc Le

Mr. Nguyen Dinh Tung - CEO of Vina T&T Company, Vice President of Vietnam Fruit and Vegetable Association - said that the brand of Vietnamese agricultural products is still vague, mostly due to fragmented production and uneven standards.

Mr. Tung warned: “Without clear identification, Vietnamese goods will find it difficult to participate deeply in the global value chain. On the contrary, when having a legitimate brand, the product will be priced higher, opening up opportunities to conquer demanding markets such as the US and Europe.”

According to him, in addition to complying with standards, it is important to build an attractive brand story so that Vietnamese fruits are accepted by global consumers. This requires a close connection between growers and consumer markets, helping products not only meet quality requirements but also create a distinct mark. Not only in the export sector, but also in the domestic market, positioning Vietnamese goods also needs to rely on consumer trust.

Mr. Nguyen Ngoc Thang - Deputy General Director of Saigon Co.op - said that the key factor is quality.

Linking perspectives from production practices to distribution, experts agree that brand is the core value for Vietnamese products to affirm their position.

From the association's perspective, Mr. Nguyen Ngoc Hoa - Chairman of the Ho Chi Minh City Business Association affirmed that in the digital age, brand identification is not only about products, but also about supply chain transparency, compliance with international standards and social responsibility.

This is a long-term path, requiring perseverance and commitment from both businesses and associations. However, when done well, Vietnamese brands will not only consolidate their domestic market share but also gradually reach international levels, affirming their mark in the global value chain.

According to the Ho Chi Minh City Statistics Office, proactively diversifying markets, effectively utilizing free trade agreements, along with improved domestic consumption demand and accelerated digital transformation, many businesses in the area have increased export orders. Thanks to that, Ho Chi Minh City's industrial growth in August recorded positive signs, especially in the processing and manufacturing sector.

Source: https://baoquangninh.vn/xay-dung-thuong-hieu-de-nong-san-viet-vuon-xa-3376420.html