"It's Never Too Late to Start": Vietnamese Female Entrepreneur Opens Global Doors for Made-in-Vietnam Cashews

Though new to global selling on Amazon, NEWBAM and founder Nguyen Huynh Thu Truc's story at an Amazon Global Selling event has made a strong impression on Vietnam's seller community.

The unexpected transformation of the Clover Montessori preschool chain CEO into the founder of an agricultural export brand proves one thing: it's never too late to start. NEWBAM's journey isn't just a business story; it demonstrates how e-commerce exports are opening new doors for entrepreneurship, bringing high-quality Vietnamese agricultural products to the world through a different path.

Relentless Entrepreneurial Spirit and Pioneer Mindset

Before NEWBAM, Nguyen Huynh Thu Truc had a remarkable career journey, spanning from banking to education. In each field, she left her mark as a pioneer, constantly seeking to create sustainable value. In education, she has been known for choosing the challenging path of the Montessori method, building a humane, modern preschool system with a "mindful" business philosophy. This spirit continued when she looked at Vietnamese cashews – an agricultural product that already dominated global markets in raw export volume – with a completely fresh perspective.

Nguyen Huynh Thu Truc – founder of NEWBAM – exemplifies an unyielding entrepreneurial spirit, bringing premium Vietnamese agricultural products to the global stage

"When looking at Vietnamese cashew statistics, I saw this market's huge potential. I started thinking about a new approach, creating a different image for Vietnamese cashews to exploit market gaps and elevate product value," the NEWBAM founder shared.

NEWBAM: A Winning Formula from Customer Understanding to Product Innovation

Facing a vast international market with numerous established snack brands, Truc understood that following conventional paths wouldn't create differentiation. “In the beginning, I always asked myself: 'How can a new brand like NEWBAM compete with major players in the export market?’” Truc's desire was to transform cashews from an agricultural commodity into a sophisticated consumer product that meets modern customers' needs and lifestyles. She decided to research, open stores, establish a brand, and export directly through Amazon. She realized this was the fastest way for a young brand like NEWBAM to directly reach international customers and leverage a comprehensive support ecosystem.

Truc returned to business fundamentals: understanding customers. Using Amazon tools like the Product Opportunity Explorer, she and her team conducted deep market and customer analyses, finding the "blue ocean" in the cashew industry. Data showed strong growth in healthy eating trends and demand for natural food products. Particularly, American consumers, with their dynamic lifestyles, constantly seek convenient products. This perfectly aligned with the global 'Joyful Multi-tasking' consumption trend, where customers prioritize products that seamlessly integrate into busy lives, providing small moments of enjoyment without much effort. A market gap emerged: the need for a healthy, convenient "snack on-the-go."

NEWBAM chooses 42g and 54g packs, perfectly sized for single servings and convenient to carry anywhere, anytime

A comprehensive product innovation strategy was formed. The idea of healthy yet convenient snacks was realized. Instead of traditional 250g or 500g large boxes, NEWBAM chooses 42g and 54g small packets – perfect single-serving portions that easily fit in handbags, desk drawers, or children's schoolbags. Furthermore, initial customer feedback on Amazon became valuable data. Noticing Americans' preference for milder tastes, the R&D team adjusted formulas, reducing saltiness to better suit local palates. To enrich customer experience, three creative new flavors – caramel, wasabi, and tom yum, along with a mixed flavor box – were launched, completing the brand's unique product portfolio. This formula of constant listening and improvement helped NEWBAM create flagship products with steady sales growth.

NEWBAM cashew products are innovated from packaging to flavors, catering to the global “healthy snack on-the-go” trend

NEWBAM: Vietnamese Agricultural Products' Mark on the International Stage

Success comes not only from good products but also from well-invested brand storytelling. Truc shares: "I wanted NEWBAM (new + bam from bamboo) to embody the spirit of bamboo, which is also my name and a 'Made-in-Vietnam' symbol – flexible yet resilient in action – when doing business in the new era." It represents the aspiration to bring delicious, nutritious, and nature-friendly products from Vietnam to the world.

To make the brand story more than words on paper, NEWBAM invested seriously in building its Amazon presence. Early Brand Registry enrollment helped protect intellectual property and provided more tools for brand message delivery. The team upgraded their store with Premium A+ Content, using vibrant videos and modern images to tell a story of an active, healthy lifestyle where NEWBAM cashews are the ideal companion. This approach helped the brand become relatable and create strong emotional connections with target customers – office workers and young mothers.

NEWBAM’s success is proof of a sound strategy, building brand value and elevating Vietnamese agricultural products on the global market

Persistent efforts bore fruit. After just three months on shelves, customer trust was reflected in an average 4.7-star rating. Six months later, the brand achieved a breakthrough by entering the Top 100 Best Sellers Rank and proudly received the "Amazon's Choice" badge – prestigious recognition from Amazon. To date, NEWBAM has recorded impressive 200% year-over-year growth, with its flagship product consistently ranking in the top 30 best-selling cashew products.

These telling numbers aren't just business achievements but confirmation of a correct strategy. NEWBAM's success offers valuable lessons, showing that sustainable development for Vietnamese agricultural products lies not just in volume but in creating added value coupled with professional brand building. Above all, NEWBAM's journey proves that entrepreneurial spirit knows no age, inspires female entrepreneurs, and affirms the opportunities that online exports through Amazon are empowering for small businesses in Vietnam.

T.H (Vietnam Business Forum)