The event was attended by Canadian Ambassador to Vietnam Jim Nickel, Commercial Counsellor of the Canadian Embassy in Vietnam Emilie Carrier, along with representatives from the Ministry of Foreign Affairs, the Ministry of Agriculture and Environment, various organizations, businesses, and media agencies.

The exhibition aims to enhance the awareness of Vietnamese consumers and the food industry about Canada's strengths in producing high-quality, sustainable, and diverse agricultural and seafood products year-round. Additionally, the event reaffirms Canada's commitment to promoting culinary and business cooperation through branding and networking activities.

This activity is part of the Canada Brand campaign initiated by the Canadian Ministry of Agriculture and Agri-Food (AAFC) since 2006, aiming to establish a unique identity for Canadian food products in the international market.

With the orientation "Pivot to Digital", Canada Brand is currently expanding to leverage digital marketing and e-commerce opportunities, aligning with new consumer trends. Vietnam has been one of the pilot markets for this initiative since 2023, with the slogan: "Canada, It's a Sure Bet!"

Canadian Ambassador to Vietnam Jim Nickel. (Photo: Trung Anh)

In his opening remarks at the exhibition, Canadian Ambassador to Vietnam Jim Nickel affirmed that Canada is “proud to produce world-class agricultural and food products, renowned for their superior quality and safety”.

According to him, the Vietnam-Canada trade relationship has “seen strong and substantial development” recently. Vietnam is Canada's leading trade partner in ASEAN, and the North American nation is among the top 10 import markets for Vietnam.

The Ambassador noted that the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), effective since 2019, has allowed Canadian agricultural products to reach Vietnamese consumers at reasonable prices.

Commercial Counsellor of the Canadian Embassy in Vietnam Emilie Carrier. (Photo: Trung Anh)

Also within the event, Commercial Counsellor of the Canadian Embassy in Vietnam Emilie Carrier provided an overview of the Canada Brand project. This project reflects Canada's commitment to clean, safe, and high-quality food from farm to table. The Canada Brand embodies transparency, modern standards, and trust, helping Vietnamese consumers easily recognize Canadian products as reliable and premium.

Ms. Carrier emphasized that Canada's food system is among the most strictly controlled processes globally, under the rigorous regulations and inspections of the Canadian Food Inspection Agency. As Vietnamese consumers increasingly focus on origin, authenticity, and sustainability, Canadian products have a distinct advantage in meeting these demands.

“Canada's agriculture and food industry continues to be a driving force of the national economy, and we take pride in this industry,” the Commercial Counsellor highlighted.

Furthermore, Ms. Carrier mentioned several successes from the Canada Brand project's activities in Vietnam. Canadian beef, pork, seafood, cherries, apples, berries, oats, maple products, and many others are now widely recognized and appreciated in the Vietnamese market. Numerous promotional campaigns have achieved strong coverage and positive feedback from consumers and partners in the S-shaped country.

“This success reflects the significant growth of the Vietnamese market. In 2024, Vietnam imported over 550 million CAD worth of Canadian agricultural and seafood products, becoming Canada's second-largest export destination in ASEAN for these products,” the diplomat pointed out, while declaring that Canada Brand is proud to contribute to this meaningful journey, supporting Vietnam's growing consumer market, strengthening the supply chain, and bringing the two nations closer together as they develop, innovate, and prosper together.

Additionally, the Commercial Counsellor of the Canadian Embassy in Vietnam shared that food from the North American nation reflects the diversity of a multicultural society, suiting the tastes and culinary traditions of the S-shaped country. Notably, Canada's commitment to sustainability aligns with the growing trend of health and environmental consciousness among Vietnamese consumers.

Some Canadian agricultural products. (Photo: Trung Anh)

At the exhibition, attendees had the opportunity to enjoy various dishes rich in Canadian flavours such as lobster pasta, maple-glazed beef ribs, mushroom tart, and more; while also witnessing a live cooking demonstration by Ambassador Jim Nickel himself.

Sharing with World & Vietnam Newspaper, Ambassador Jim Nickel emphasized that agricultural trade is one of the most important pillars in the Vietnam-Canada cooperation relationship, while pointing out that there is still much room for development in this field.

According to him, agriculture currently accounts for about 50% of Canada's total export turnover to Vietnam, while Vietnam's agricultural imports from Canada have been increasing by an average of 12.5% annually.

Reaffirming that Vietnamese consumers are increasingly concerned with food safety standards and transparency, Ambassador Nickel declared, “With the criteria set by Vietnamese consumers, Canada can fully provide the products that Vietnam is seeking.”

Visitors exploring the Canadian agricultural and food product booths in the Exhibition area. (Photo: Trung Anh)