According to the General Statistics Office under the Ministry of Finance, in the first quarter of 2025, the agriculture, forestry, and fishery sector achieved its growth targets, with significant increases in perennial crop harvests, logging and aquaculture output, thanks to the application of high technologies. This large volume of goods need to be promoted for consumption to ensure farmers' incomes and spur growth in the entire industry.

Limited presence on international retail shelves

According to Vietnamese Trade Counselors and Trade Offices worldwide, Vietnamese agricultural products have entered several foreign supermarkets and retail chains, including Walmart, Costco, and Target (USA); Tesco, Marks & Spencer, and Sainsbury’s (UK); Carrefour (France); Lidl and Aldi (Germany); Aeon, Ito Yokado, and 7-Eleven (Japan); E-Mart, Homeplus, and Lotte Mart (RoK); Woolworths and Coles (Australia); Big C and Tesco Lotus (Thailand); and Carrefour and Lulu Hypermarket (Middle East). Main products include fruits, rice, coffee, spices, and processed foods.

Nevertheless, the volume of Vietnamese agricultural products in international retail channels remains modest. Vietnamese agricultural products are still mainly exported via B2B (Business-to-Business) models, supplying products or services to other enterprises and distributors, rather than directly reaching individual consumers through B2C (Business-to-Consumer) retail channels.

According to Paul Le, Vice President of Central Retail Vietnam, the presence of Vietnamese agricultural products on foreign retail shelves is limited because Vietnam has long focused on export volume. Accordingly, Vietnamese goods are exported in bulk to distributors, who then repackage and brand them before selling to consumers.

For example, in the case of fruits entering retail supermarkets, products need to be pre-packaged in small portions with corresponding prices, attractive designs, and suitable for consumer tastes. However, many Vietnamese fruit exporters have yet to meet the criteria.

Processing mangoes for export at Kim Nhung Limited Company (Dong Thap province).

Although Vietnam is a world’s leading rice exporter, it is still rare to find Vietnamese branded rice products on international retail supermarket shelves.

As one of the few enterprises that has been able to bring Vietnamese rice brands into international supermarket systems, Huynh Van Thon, Chairman of the Board of Directors of Loc Troi Group Joint Stock Company, noted that since 2022, their branded rice, "Com Vietnam Rice," has entered top French retail chains Carrefour and Leclerc.

He emphasized that penetrating such complex and demanding retail distribution networks, particularly in Europe, requires extensive time and effort in negotiating and meeting stringent quality standards. When approaching consumers directly, businesses will have a large number of customers, especially for high-quality and distinctive products, but also demands strict compliance with detailed retailer requirements.

The representative of Sao Ta Foods Joint Stock Company (Fimex VN) shared that Khang An Foods, a subsidiary of Fimex VN, recently secured a large seafood order from Costco, the world's third-largest retail chain. Khang An Foods successfully met various international standards, including BRC-grade A certification, an ISO 17025-accredited internal lab, and sustainable aquaculture certification (ASC).

Furthermore, Khang An Foods is also a member of Sedex, the world's leading organization in improving the working environment, business ethics, and social responsibility throught annual reports according to Smeta standards.

Promoting trade and building brands

Ngo Tuong Vy, CEO of Chanh Thu Fruit Import-Export Group Joint Stock Company, stressed that product quality must be the top priority for Vietnamese agricultural goods seeking deeper penetration into international retail chains. The company has participated in international agricultural fairs as well as observed retail supermarket systems in many countries, it has realised today’s consumers largely make purchasing decisions based on product quality rather than price. Despite economic downturns that cause consumers to cut back on spending, delicious, clean, and healthy food is an increasingly popular trend in the food industry.

“Moreover, customers at retail chains pay special attention to product brands. Building a strong brand cultivates consumer trust, leading to default brand loyalty. When consumers are willing to pay a premium for high-quality products, retail systems are encouraged to increase imports,” Vy affirmed.

Sharing the same view, Tran Nhu Trang, Country Representative of the Swiss Import Promotion Programme (SIPPO) in Vietnam, highlighted that quality and branding are the two crucial factors for the survival of agricultural products in international retail systems. However, ensuring consistent quality requires standardised raw material areas and centralised sales hubs with stable, large-scale supply. At present, fragmented and small-scale production in Vietnam makes it challenging to consolidate supply through a single channel.

Therefore, cooperatives must strengthen production linkages among themselves and with major enterprises to establish closed production and consumption chains, ensuring both product quality and supply volume. Retail channels impose even higher demands, not only in terms of physical product quality but also regarding corporate social responsibility, product humanism, and compelling storytelling about the origin and people behind the products, elements that differentiate direct retail supply from traditional exports to wholesalers or importers.

According to Le Thanh Hoa, Deputy Director of the Department of Quality, Processing and Market Development, trade promotion is critical to enhancing Vietnamese agricultural products' access to global retail systems. Besides participating in annual national trade promotion programmes, businesses should proactively engage in international agricultural and food fairs to meet top global retailers directly and swiftly move towards negotiations and export contract signing.

This approach offers a cost-effective means of product promotion, allowing businesses to reach a large number of potential customers within a short timeframe.