According to NZTE, the F&B industry plays a central role in the trade relationship between Vietnam and New Zealand, taking up 84% of New Zealand’s exports to Vietnam, totaling NZD 790 million for the year ending December 2023, with key products including apples, kiwifruit, dairy, and wine. Such positive outcomes suggest great potential for both countries to build upon momentum and seize the next valuable opportunities for mutual benefits.

Building on the success of its first launch in 2021, NZTE’s 2024 ‘Made with Care’ campaign in Vietnam continues its role as a collaboration that highlights the strong trade partnership between the two countries in the F&B industry. This year marks another phase of cooperation, showcasing the commitment of both countries to further develop their relationship.

Mr. Scott James, the Consul General and Trade Commissioner for New Zealand in Vietnam stated: “We’re continuously seeking valuable opportunities to continue building our relationship with Vietnam through enhanced business partnerships that will create mutually beneficial growth. This event is one such opportunity, so I would like to formally acknowledge and thank the team from Aeon Mall An Phu/ Lotte Mart for uniting with us to showcase the best of New Zealand produce. Your vision and partnership in this opportunity is one which we value immensely as we work together to grow awareness, preference and demand for New Zealand’s food and beverage.”

The 'Made with Care' ethos embodies values that are unique to New Zealand’s F&B products, which is well reflected in the five core values of the 'Made with Care' global campaign: Safe, tasty, nutritious, ethical and premium quality, where products embody care for both people and nature, with an inherent understanding that if the natural world is healthy, so too are the people. The cultivation, production, harvesting, and preservation processes of these products also leverage expertise, experience and technological innovation to minimize negative impacts on the natural environment, showcasing their efforts to conserve resources and safeguard human health.

The attributes of ‘Made with Care’ are particularly aligned with their two partnered retailers in Vietnam, AEON and Lotte, whose values have always been centered on delivering sustainable, premium quality, tasty products to their customers, leading to the expanded collaboration with NZTE.

Mr. Lee Yong Ho, Product Group Senior Director of Lotte Mart Vietnam, shared: "Thanks to the successful collaboration last year, we saw a growing consumer base that values premium products. As Vietnamese consumers increasingly lean towards healthier eating, care about what goes into their food and other sustainability issues such as packaging and the use of pesticides and GMOs, the 'Made with Care' campaign is a timely and fitting response to Vietnam’s current domestic F&B market. Lotte Mart's partnership with NZTE underscores our commitment to sustainability, ensuring products are sourced responsibly. By signing the MOU this year and expanding our collaboration, we can offer our customers access to sustainably sourced, high-quality products, supporting a healthier lifestyle and a more sustainable future.”

This year’s ‘Made with Care’ launch in Vietnam has showcased 12 of New Zealand’s finest F&B brands that have been gaining more recognition and trust among Vietnamese consumers like Anchor, Anlene, Bostock, Fresh Co, Freshmax, Kiwi Crunch, Meadow Fresh, Mr. Apple, Olivado, Rockit, T&G, and Zespri. Together, they offer a wider variety of premium products, ranging from fresh kiwifruits, organic apples, persimmons, dairy products to cold-pressed extra organic oil, or nutritious snacks, providing consumers with more diverse choices for themselves and their families.

To officially kick off the 2024 ‘Made with Care’ campaign in Vietnam, NZTE hosted a special promotional week at AEON Mall Tan Phu from May 16th to 22nd and at Lotte Mart District 7 from May 8th to 21st. In addition, NZTE organized a special launch event at Lotte Mart District 7 on May 19th. Representatives from 12 New Zealand brands, retailers, and the New Zealand Consul in Vietnam attended these events, which highlighted high-quality, sustainably sourced New Zealand food and beverage products through presentations and store tours.