As a country with many leading agricultural exports in the world, up to 80% of Vietnam's agricultural exports ...
As a country with many leading agricultural exports in the world, up to 80% of Vietnam's agricultural exports have yet to build a brand. This is also the reason for the value of Vietnamese agricultural products when exports are not high.
Vietnam is a coffee export powerhouse and mainly exports raw materials in the form of raw materials, so the brand identity is not there. It is worth mentioning that foreign companies, when they import Vietnamese coffee for processing and close their brands, sell in the market with a very high value.
Durian, a very popular fruit in Vietnam, has a price difference with that from Thailand.
In addition to durian, tiger shrimp is also a commodity that brings in billions of dollars in exports each year, but so far, shrimp farmers in Ca Mau, Bac Lieu ... always miserable.
The problem is this: the province has received nearly 10 certificates of international standards with areas of black tiger shrimp material, but the target is not being met because farmers are still suffering. The reason why it is still difficult to get shrimp to sell in foreign markets.
Prof. Dr. Vo Tong Xuan frankly pointed out that: The reason why Vietnam's agricultural and aquatic products in general do not have a brand comes from 3 parts.
1) the state has not paid enough attention to the branding of Vietnamese agricultural products
2) The difficulty also comes from the company itself.
As a result, companies want to make big plans, growing rice on an area of 10,000 hectares of land is not easy when the field is fragmented. It's hard to get farmers on board because they don't want to destroy their fields.
From the above difficulties, everyone is responsible in the brand chain, because even the driver, if he doesn't do it properly, it will affect the brand.
TIPS" FOR BRANDING THE INDUSTRY'S LEADING "GIANTS"
In 2022, agricultural exports brought in USD 47 billion, accounting for 12.9% of the country's total export value. This poses an urgent need in the branding of Vietnamese agricultural products. Because it is only when there is a brand of agricultural products that it can have value and bring income to the country, the companies and the people involved in this production chain.
It can be seen that although branding is difficult, it doesn't mean that Vietnam doesn't have successful brands. There are names such as Vina T&T, Thanh Thanh Cong, Nutifood, Loc Troi, Phuc Sinh... Therefore, to have a brand and a foothold in the market, each company has its own methods. Here are the brand stories of some of the leading companies that have found a foothold in the global market in recent years.
Via Bao Cong thuong