Trade promotion key to expanding global reach of Vietnam's seasonal farm produce

To expand the global presence of Vietnam’s agricultural products, experts emphasize a need to aggressively promote distinctive seasonal fruits and develop brand recognition that international consumers eagerly anticipate each year.

According to the Ministry of Industry and Trade (MoIT), the agricultural sector—especially seasonal produce—is facing mounting pressure amid global economic instability, rising protectionism, and the imposition of increasingly strict non-tariff barriers. These factors are putting strain on efforts to maintain export orders, protect market share, and strengthen competitiveness in international markets .

Speaking at the June 2025 trade promotion briefing with Vietnam’s overseas Trade Office network—under the theme "Promoting Exports and Enhancing Competitiveness for Vietnam’s Seasonal Farm Products",  Ms. Le Thi Hong Anh, Director of the Son La Provincial Center for Investment, Trade, and Tourism Promotion, highlighted the province’s potential in cultivating popular seasonal fruits such as strawberries, plums, lemons, mangoes, bananas, and longans.

However, Ms. Anh noted that during bumper harvests, prices often plummet due to limited market access, leading to losses for farmers. Contributing factors include: unfavorable transportation infrastructure, inconsistent product quality, outdated preservation technology, and a severe shortage of standardized cold storage and preservation facilities.

Additionally, local enterprises and cooperatives struggle to penetrate international markets due to a lack of market intelligence, limited experience in trade negotiations, and inadequate capacity to register and protect product brands abroad.

Ms. Ngo Thi Thu Hong, General Director of Ameii Vietnam JSC, emphasized that the global demand for tropical agricultural products is rising sharply, presenting a tremendous opportunity for Vietnamese fruit exports. However, she noted that diverse quarantine regulations across markets pose a significant barrier, requiring exporters to invest in multiple specialized treatment technologies.

In addition, high logistics costs continue to erode Vietnam’s price competitiveness, especially compared to exporters from China, Mexico, and Taiwan (China).

To make foreign markets aware of Vietnam's potential fruit products, Mr. Nguyen Dinh Tung, General Director of Vina T&T Group, stressed the importance of promoting Vietnam’s signature fruits and building strong seasonal branding that international consumers will look forward to each year.

Mr. Vu Ba Phu, Director General of the MoIT’s Trade Promotion Agency, affirmed the agency’s readiness to partner with Vietnamese embassies and overseas trade offices to organize “mini-exhibitions”—either within embassy premises or at other local venues—to showcase Vietnamese products abroad.

However, he said the need for business associations and enterprises to first identify target markets and submit detailed proposals or specific requests to the agency to facilitate coordinated promotional efforts.