Buildings Food Brands for Vietnam

Mr Ta Hoang Linh, Deputy Director of Vietrade, introduced the Vietnam food branding strategic programme, which aimed to build and promote the common, unified image of Vietnamese foods on the international market.

 

The programme was initiated in 2014, stemming from practical needs of enterprises, business associations and trade promotion agencies. The programme was divided into four stages. With the coordination of concerned agencies, the Ministry of Industry and Trade completed the first phase (Defining objectives and methodology) and the second phase (Research and analysis). The third phase (Building strategy) was launched in March 2016 and expected to be completed in March 2017. The fourth phase (Carrying out the strategy) will be carried out in the form of a consulting, communication, advertising, marketing and image building campaign (2017-2020).

 

In reality, Vietnamese foods are little known to consumers in the world. Hence, the Government of Vietnam has stepped up to promote the image of Vietnamese foods like coffee and dragon fruit to the world.

 

Mr Linh proposed and hoped that international experts continue to advise Vietnam on specific action plans, help Vietnam build brand identity and image management systems, develop training programmes, and prepare marketing and communication programmes. Enterprises, business associations and especially farmers will be assisted to realise their dreams.

 

Deputy Minister of Industry and Trade Do Thang Hai stressed that, agricultural products and foods are important economic sectors in Vietnam as they promote exports, provide employment and raise incomes for people engaged in agriculture.

 

Vietrade was assigned by the Ministry of Industry and Trade to carry out the food branding programme, stemmed from practical needs of the agricultural sector, localities, trade promotion agencies and enterprises. The purposes of the programme are to promote brand name and awareness of Vietnamese foods, boost the growth of the food industry, strengthen trade promotion, expand exports to the world, and building related values, said Deputy Minister Do Thang Hai.

 

Mr Bruno Angelet, Ambassador and Head of the EU Delegation to Vietnam, said, EU-MUTRAP has collaborated closely with Vietrade and CBI to support Vietnam and protect brand names for Vietnam on the world markets. However, developing branding strategy is necessarily placed in specific supply chains. The European Union has been, and will be, technically supporting Vietnam to satisfy standards stated in trade agreements.

 

Ms Nieken Trooter, Ambassador of the Netherlands to Vietnam, said that Vietnam is a dynamic and opening country and its agricultural sector needs a branding strategy for development. The Netherlands has a close relationship with Vietnam, enriched by the strategic partnership agreement on sustainable agriculture and food security signed by the two governments in mid-2014.

 

Ms Nguyen Ngo Vi Tam, General Director of Vinh Hoan Corporation, took pangasius as an example for the necessity of branding. She said Vietnam needs change the current image of pangasius by building unified standards, codes of conduct, brand name and market development plans. Strong advertising and marketing is needed in new target markets. Companies voluntarily apply standards and give funds to the Market Development Fund.

 

Experts suggested that authorities at all levels need to build the capacity for the sectoral community, review the Charter, the Code of Conduct and standards to ensure their compliance with the law, ensure environmental protection, safety and hygiene, and protect vulnerable groups. Initial financial support will be channelled into the Market Development Fund of key exports to build brand name, promote trade and carry out communication campaigns.