The event provides an opportunity to promote agricultural and processed food products to international importers, distributors and retailers, and reflects a direction in line with policies to boost exports, diversify markets and enhance the position of Vietnamese goods in global supply chains.

This year, the Vietnam Trade Office in Canada organised a Vietnam pavilion at SIAL to support product displays for 15 companies, while also connecting five others with their own booths at the fair. This activity supports Vietnamese firms in promoting products, reaching partners and expanding their market in North America, particularly in processed foods.

Tran Thu Quynh, Trade Counsellor at the Embassy of Vietnam in Canada, said the Trade Office provided concrete support measures for all participating companies, including promotion through brochures, emails and an online portal sent to partners that have imported Vietnamese goods over the years. With broad promotion and thorough preparation, the number of buyers visiting Vietnam’s booths will increase, she said.

The presence of Vietnamese companies at SIAL Canada has become increasingly prominent over time, with increases in both number and proactiveness. While many firms previously joined to explore the market, their objectives are now clearer: entering formal distribution systems, building brand presence and seeking long-term partners.

According to Ta Quoc Su, Chairman of Vipep, the company’s goal is to enter major distribution systems in Canada rather than only targeting Vietnamese or Asian communities. He said the company’s capabilities now meet market demand, although some improvements remain necessary, particularly in labelling requirements specific to Canada and in product quality, as not all products fully meet standards.

Meanwhile, Dang Hoai Phuong, business development director at Lotus Rice, said the company joined the fair to expand partnerships and seek capable distributors for high-quality Vietnamese products. He added that ST25 rice is the company’s key product and it has strong potential in this market.

The market mindset of Vietnamese firms has shifted from targeting niche segments and short-term sales to focusing on mainstream consumption and strategic partners. This shift matters because in a high-standard market like Canada, it is not only about having good products but also about having the right distributors, the right market strategy and the ability to sustain long-term partnerships.

Stephane Thuillier, Chief Executive of SIAL Canada, said Canada is a developed economy with a growing population and a diverse culture. About half of Canada’s population is foreign-born, including many people of Vietnamese origin who seek products they were familiar with in their home country. He added that, beyond interest from Vietnamese-origin consumers, the wider Canadian market is also looking for healthier food products, an area where Vietnam can meet demand.

The growing presence of Vietnamese companies at SIAL Canada over the years is not just about a trade fair. It shows a clear direction: bringing Vietnamese goods to international markets in a more structured way, entering more demanding markets and gradually strengthening Vietnam’s position in the global food supply chain.

With market support, stronger standardisation capacity and long-term branding strategies, SIAL Canada can remain an important platform for Vietnamese products to reach further in North America.

Vietnam promotes tourism at travel expo in Canada

Vietnam promoted its tourism potential at the 29th Travel and Vacation Show in Canada, which took place over the weekend with the participation of the Vietnamese Embassy, diplomatic missions, travel companies, airlines and tourism promotion organisations.