Vietnam’s food industry seeks to build brand

The event was jointly held by the Vietnam Trade Promotion Agency (VIETRADE), the Netherlands’ centre for the promotion of imports from developing countries and European Trade Policy and Investment Support Project (EU-MUTRAP).

Deputy Minister of Industry and Trade Tran Quoc Khanh affirmed that the food industry is one of Vietnam’s potential sectors as the country is becoming an important supplier of food and agricultural products for many countries.

VIETRADE deputy head Ta Hoang Linh said that the programme on developing Vietnamese food brand has completed plans on positioning, brand architecture, and visual brand identity for the sector.

Based on opinions of relevant Vietnamese associations, organisations and businesses and foreign importers and experts, the programme recommended the positioning plan of “Viet Nam – the food basket of the world.

The programme is expected to announce a report on the Vietnamese brand strategy in the third quarter of this year. During 2018-2020, it will implement communication campaigns to promote Vietnam’s food sector and its sub-sectors through media channels and trade promotion events inside and outside the country.

Vietnam has paid much attention to boosting food and foodstuff promotion activities at numerous markets over the world.

Experts said a stable economic growth is the foundation for the boom in Vietnam’s food and beverage industry, which accounts for 15 percent of GDP and even higher in the future. Nielsen Vietnam estimated the country’s food and beverage market was valued at US$30 billion in 2016.