Fruit and vegetable exports: Accelerating after a period of stagnation, aiming for a new record

VTV.vn - After challenging months at the beginning of the year, Vietnam's fruit and vegetable exports have made a spectacular comeback.

Diversifying markets and improving quality standards are the keys for Vietnamese agricultural products to not only recover but also break through, aiming for new export records.

The comeback and the momentum from diversification

Vietnam's fruit and vegetable export industry is undergoing a period of strong transformation, from difficulties at the beginning of the year to impressive growth signals in the second half of 2025. According to data from the Customs Department, fruit and vegetable export turnover in August 2025 reached 951 million USD, up 24.4% compared to July and up 13% over the same period in 2024. In the first period of September (September 1-15), export turnover reached nearly 647 million USD, up 38.54% over the same period last year.

In the early stages of the year, the fruit and vegetable industry faced many challenges. In January 2025, export turnover reached only 372.7 million USD, down 23.7% over the same period last year; by the end of July, growth was still negative 0.3%. The main reason was the decline in the Chinese market - the largest partner, accounting for nearly 58% of total fruit and vegetable export turnover. However, thanks to market diversification and improved product quality, the industry has recovered strongly, reaching 5.466 billion USD accumulated to September 15, 2025, up 5.3% over the same period last year.

Mr. Nguyen analyzed that the industry's recovery comes from breakthroughs in new and demanding markets. In particular, the US market has emerged as a bright spot. This is the second largest export market for Vietnamese fruits and vegetables and has recorded extremely positive growth.

In particular, fruit and vegetable exports to the US increased impressively, reaching 363.3 million USD in August, up 59.8% over the same period last year. Mr. Dang Phuc Nguyen, General Secretary of the Vietnam Fruit and Vegetable Association, commented that the US is becoming an important bright spot in Vietnam's fruit and vegetable export strategy. This strong growth not only reflects consumption demand but also demonstrates the quality and reputation of Vietnamese fruit and vegetable products in the international market.

The fruit and vegetable industry has recorded a new historical milestone.

Continuing the recovery momentum, in September, the Vietnamese fruit and vegetable industry recorded a historic milestone when export turnover reached nearly 1.3 billion USD - the highest level ever. Exports of durian - the king of fruits - are playing the "locomotive" role, contributing to bringing the fruit and vegetable industry closer to a new record and opening up the prospect of reaching the 8 billion USD mark this year. In addition to durian, a series of other fruit and vegetable products such as bananas, coconuts, pineapples, passion fruit and processed mangoes are also growing steadily, helping to diversify the export structure. This not only reduces dependence on one product, but also strengthens Vietnam's position in the group of leading tropical agricultural exporters.

"With the current growth momentum, Vietnam's fruit and vegetable export industry can expect to achieve and surpass the target of 8 billion USD in turnover in 2025. This success comes not only from increasing exports to some potential markets such as the US but also from expanding and consolidating traditional markets such as China, Japan and Korea... Vietnam's fruit and vegetable industry is affirming its position on the world agricultural map, proving its ability to overcome difficulties, take advantage of opportunities and develop sustainably," Mr. Nguyen emphasized.

The secret of quality, transparency and flexibility

According to Mr. Nguyen, the recent recovery and breakthrough of the fruit and vegetable industry is not accidental, but comes from two main factors: the flexibility of businesses in diversifying the market and grasping new requirements on quality and transparency.

From a business perspective, speaking to reporters, Mr. Nguyen Huu Tinh, Director of Huu Nam Company Limited, shared that since the beginning of the year, the company's fruit export orders have grown well due to many factors, including increasingly improved product quality, diversification of export items and effective new market access strategies. "Diversifying markets and improving product quality are the keys to the industry's sustainability and reducing dependence on a few large markets," Mr. Tinh added.

According to Mr. Le Van Tung, Director of FruitsViet Company Limited, it is the pressure from the demanding market that has forced businesses to change. "We realize that simply selling products is not enough. More importantly, we must build trust and brand. The US market requires absolute transparency in origin, production process and safety standards. Therefore, we have invested heavily in standardizing the process from farm to packaging, ensuring that each product is of the highest quality," Mr. Tung emphasized.

China requires official imports, requiring products to strictly comply with food safety regulations.

Sharing another story, Mr. Nguyen Minh Quang, Director of Vietnam - China Agricultural Products Import and Export Company, said that in the near future, China will enter the National Day and Mid-Autumn Festival, so the demand for durian to make cake fillings will increase dramatically, and they are currently increasing the export of this product. However, Chinese importers now require official imports, requiring products to strictly comply with food safety regulations, requiring businesses to do business honestly, focusing on investing in quality.

To protect its reputation and maintain sustainable exports, the Vietnamese agricultural industry is implementing strategic solutions. Mr. Ngo Van Hung, a member of a cooperative in Bac Giang , shared: "We understand that investing in quality and brand is the only way to survive and develop. Although it is costly at first, when our products are labeled and certified for quality, foreign partners feel more secure and reduce the risk of returned goods."

With strong growth in the US market, recovery in China, and efforts to build brands and improve quality, the Vietnamese fruit and vegetable industry can be completely optimistic about achieving its 2025 export target. "This success is proof that when Vietnamese businesses are proactive, flexible and invest in quality, they are completely capable of overcoming challenges and conquering the most demanding markets," Mr. Nguyen emphasized.

The success of the fruit and vegetable industry is not only the story of one industry, but also a valuable lesson for the entire economy : Any industry can make a breakthrough if it grasps the shifts of the global market and has the right strategic direction. It is preparation, investment and flexibility, instead of just depending on existing advantages. Vietnamese agricultural products are ready for a new era, the era of professionalism and sustainability./.

Source: https://vtv.vn/xuat-khau-rau-qua-but-toc-sau-giai-doan-chung-lai-huong-den-moc-ky-luc-moi-100250925125613037.htm