Tu Hai Co., Ltd: Building Brand name on Prestige and Quality

90 percent of Tu Hai’s products are now exported to Japan, a market with strict product quality requirements. However, Tu Hai’s products are always warmly welcomed by Japanese consumers. In addition to this major market, Tu Hai also has its products shipped to other nations and gets support from such markets. Sharing about the company’s successful experience, Mr Dao Quoc Tuan, Chairman of Board of Managers cum General Director of Tu Hai, said that the decisive factors in Tu Hai’s continuous development have been its prestige, product quality and export market. Most of Vietnam’s seafood products exported to global markets, particularly the Japanese market, are not sold under their Vietnamese brand names. With Tu Hai, it is a different story. Nearly 70 percent of its items are exported under Tu Hai’s brand name.

 

With a skilled and well-trained workforce and the application of advanced quality management programme according to HACCP, products of the company are of good quality, being able to meet higher demands of customers in both domestic and international markets. In addition, Tu Hai operates a laboratory with modern equipment dedicated to meeting the Japanese market's requirements on microorganism testing. With a strategy for sustainable development and focus on the establishment of reputation and brand name, Tu Hai has all its products made from material sources strictly within the province and neighbouring ones. The company runs a group of special vehicles equipped with freezing devices to preserve materials during transport, ensuring their freshness at the time they are processed. 

 

So as to cope with common obstacles affecting the enterprise community in 2012, Tu Hai has been active in diversifying its product range, seeking out consumption markets and concentrating on raising product quality. The company also exercises strict supervision over product quality and guarantees the time of product delivery to customers. As a result, Tu Hai was still able to maintain a significant growth rate and generate a total turnover of USD10 million in 2012 (up 300 percent against 2011).

While making efforts to improve productivity and product volume, Tu Hai pays special attention to environmental protection issues, considering this its obligation and right. It has made a large investment in sewage treatment facilities in order to minimize the adverse impacts of production on the environment. The company’s manufacturing processes are always conducted in accordance with legal regulations on environmental preservation.

 

To build on the achievements gained to date, in the time to come, besides its efforts to maintain the Japanese market, Tu Hai will focus on expanding consumption markets, especially high potential ones, via specialized fairs, trade promotion and website. Simultaneously, attention will be paid to the development of high value export goods, reduction of raw items, diversification of commodity structure and innovation of equipment in order to reduce production cost and improve product quality, thereby creating great advantages for products exported to regional and global markets.

 

Mr Dao Quoc Tuan affirmed, “Tu Hai is strong enough to export high-grade products to the Japanese market. The company wishes to establish joint ventures with big corporations in Japan and strives to become a prestigious food supplier for this leading market.”