The One Who Promotes VINAMIT Trademark Worldwide

In the 1980s, Vietnam was used to be an agriculture-based country with fruits ripening all year long. Farmers had no outlets for their products but threw leftovers away. Mr Vien tormented himself about the situation; thus, he decided to find out an outlet for those products to improve living standard of himself as well as of the community. He decided to go to Taiwan for study, where he learned the method of freeze-drying jackfruit to maintain the entire natural perfume of the fruit.

After acquiring advanced technology, Vien was wondering about product outlets. He was aware that anyone who controls the market will be the winner. Meanwhile, Vietnamese farmers were not good at distribution and did not have product distribution network.

 

He realized that the products would not win domestic consumers’ favour until the country becomes industrialized when people are busy at work and find freeze-dry jackfruit a good choice.

 

He faced a lot of difficulties in promoting the jackfruit products to consumers in the world as people are often doubtful about strange dishes. He was not discouraged but he himself met consumers in trade centres and makeshift markets in foreign market and gave them the products to try. Most of them were interested in the new food. “Our company shipped first container of jackfruit to Taiwan in 1989 and that was a good signal for our business as we found a wholesale buyer,” Vien recalled.

 

The company’s exports increased by 35 % and between 50 % and 60 % per annum in the following years with more markets including China, Taiwan, Japan, Australia, the U.S. and Canada and 20 distributors. China tops the list for buying half of the company’s exports. Some clients wanted to sign 10-year wholesale import contracts with Vinamit but Vien agreed seven or eight-year deals to ensure stable material supplies.

After a period of promoting the products domestically and externally, Vien realized the significant importance of stable material supplies; thus, he decided to invest more in development of material zones. He tried to link farmers together to ensure stable material supplies and boost exports. The company facilitated farmers to buy seedlings and purchases all their produces on the basis of mutual benefit.

 

 “Our long-term strategy is to form concentrated farms managed by Vinamit in combination with setup of joint stock companies with capital contributions by farmers,” Vinamit General Director said. Stable material supply has been one of prioritized management methods by Vinamit.