The Ministry of Industry and Trade is completing the draft project “Vietnam brand development of food industry to 2025, vision to 2030”. This continues to be recognized as a great effort of the Industry and Trade sector in building as well as bringing Vietnam's agricultural product brand to the world.
Export tends to decrease
According to data from the General Statistics Office, exports (exports) of some strong agricultural products of Vietnam in 10 months tended to decrease compared to the same period last year. Specifically, aquatic products decreased by 3.4%; vegetables and fruits down 5.8%; cashews down 3.8%; rice decreased by 7.8% … The reason is that countries importing agricultural products have increasingly increased their domestic protection measures through strict technical standards, affecting the export growth of agricultural products. Vietnam. On the other hand, most of Vietnam's agricultural products are exported in raw or semi-processed form, with low value-added content and poor post-harvest processing technologies. In particular, processed agricultural products of Vietnam are not known by foreign consumers because most are exported through intermediaries and under well-known foreign brands.
Branding to make a difference, attract consumers
No brand name is considered a major obstacle in exporting not only agricultural products but also the general situation of Vietnamese goods. The Ministry of Industry and Trade has clearly pointed out the bottleneck of this problem when the uneven product quality affects the brand and brand value of Vietnamese products and businesses. The shift in the export structure towards increasing content of processing industry and reducing the proportion of raw materials is still unclear, reducing the competitiveness of Vietnamese agricultural products.Moreover, the image of cheap price – low quality The association with Vietnam for a long time has weighed heavily on efforts to improve the added value content of exported agricultural products. Experts have also recommended that if Vietnamese agricultural products are to be worthy, they need to advertise to the world about the strengths and good things about Vietnamese food; gradually branding agricultural products and foods, to attract domestic and foreign customers.
Practical solution
Not outside the effort to find outlets for agricultural products, the Ministry of Industry and Trade has soon developed the Vietnam Food Industry Brand Program. There has been completed research and brand positioning of Vietnam food industry and is in the process of finalizing the draft project “Vietnam brand development of food industry to 2025, vision to 2030”. In this project, the Ministry of Industry and Trade will introduce a brand management system and a criteria system; Implementing the media campaign, promoting the image of Vietnam's food industry and food sub-sectors. Early preparing for the implementation of the project, the Ministry has initially coordinated with the ministries, branches and associations. propagandizing and promoting agencies to raise awareness and international recognition of the value of Vietnamese food. Collaborate with the Ministry of Agriculture and Rural Development and other ministries and agencies in providing information and guidance to enterprises to meet the standards and requirements for certification of management, quality, and food hygiene and safety of commodity categories. and especially of the target export markets; developing and managing geographical indications for Vietnamese agricultural and food products; Organizing training and consulting to raise brand awareness for organizations, associations and businesses. Especially, through trade promotion activities, the Ministry of Industry and Trade has promoted brand promotion, making linking markets for Vietnamese agricultural products. In particular, the activity of supporting domestic enterprises to export Vietnamese brand products through the online sales system of Amazon Global Selling has promoted effectively, opening a new consumption channel for Vietnamese agricultural products.
Mr. Reindert Dekker – senior consultant of the Supporting Agency importing from developing countries of the Netherlands: Agricultural products and food are no longer raw products but need to be cultural, emotional, and image. . Therefore, the first thing that the business must be proud and confident about the product, the stories behind the brand to make a difference, attract consumers.
Bui Viet
Source: Business Integration
