Needed: A brand name that shouts “I’m Vietnamese”

"Ultimately Vietnam companies in agriculture and related industries are a fairly small player in a big global food business,” said Mr Long, at a recent conference in Ho Chi Minh City discussing the need for a national brand.

“In my view, the more unified front we can put behind Vietnam produce, the better."

Mr Long said the province has many specialty products such as cinnamon, Suoi Giang tea, rose apple and Tu Le sticky rice, to name only a few, that could benefit tremendously from a strong national brand.

“With the large number of free trade agreements coming into play over the next few years, Vietnam agriculture needs to fight for a unified front,” said Mr Long. 

“We need to cast a positive image for all ag products collectively in overseas markets.”

"In the global, digital age, we need to unify our position, and better clarify what Vietnam agriculture stands for," stressed Mr Long.

We want both local and foreign consumers to talk about the trust in our product, honesty and integrity and the peace of mind that comes with buying produce from Vietnam, he underscored.

Le Ba Ngoc, vice president and secretary general of the Vietnam Handicraft Exporters Association in turn said the time for Vietnam agriculture and associated industries to work collaboratively in developing a unified brand for export markets has arrived.

"We've also got to get better traction in other markets— the US, Europe and Eurasia. So the genuine identity for our products becomes a truly global identity."

“We also need to take a lesson from Japan’s experience,” said Mr Ngoc.

Every local region across Japan has its own ag specialties – or omiyage – as they are called that can be found in local stores, at airports and train stations and are sold to tourists and other visitors.

Indeed, a whole culture has emerged in Japan around the giving and receiving of these gifts.

One thing local Japanese and tourists like about the omiyage is that a diverse line-up of items lets them personalize their choice of gifts for groups of co-workers or friends. And they can also bring home a few items for themselves because they are reasonably priced.

Vietnamese specialities such as Dien grapefruit in Hanoi, Nam Roi grapefruit in Hau Giang, Hung Yen longan, Thanh Ha lychee, Buon Ma Thuot coffee, and Ben Tre coconut, would be ideal specialties to develop along the lines of omiyage, said Mr Ngoc.

Nguyen Ngoc Hoa, vice director of the HCM City Department of Industry and Trade, thought following the lead of Japan was a great idea and suggested it could be used with ag products of the southern provinces like mango, durian, mangosteen, dried fish, and fish sauce.

Le Quoc Vinh, CEO of the Le Investment Corporation, was confident Vietnam can become one of the world’s leading exporters of farm produce and generate greater returns for its farmers.

If we assure quality to local and foreign consumers, make extensive investment in creating a national brand for our food and fresh farm products and move away from commodities to more value added products, we can be successful, said Mr Vinh.