Product popularization

The head of the Vietnam Trade Office in Australia Nguyen Phu Hoa recently accompanied the Vietnamese Ambassador to Australia to present his credentials to the President of the Republic of Vanuatu, where he connected between local and Vietnamese firms on the rice export deal. The contracts include additional shipments of Vietnamese rice to Vanuatu, expected to reach 1,000 tonnes. Hoa and representatives of Vietnamese companies also visited major supermarkets in the capital Port Vila to persuade them to buy Vietnamese rice.

Three years ago, the Vietnam Trade Office in Australia launched a promotion program entitled “Vietnam - Land of World’s Best Rice” to affirm the quality of Vietnamese rice and strengthen its position in the Australian market. The program is aimed at promoting the sale of Vietnamese rice through local distribution systems and online platforms. Hoa said the Costco supermarket chain recently put Vietnamese ST25 rice on its shelves after receiving good feedback from local consumers. Following Australia, the office continues efforts to promote Vietnamese rice sales in other markets under its management, including Vanuatu, Hoa said.

The Vietnam Trade Office in Australia has successfully orchestrated the export of 10 containers of ST25 rice to the Republic of Vanuatu

Brand protection

Recalling the successful protection of ST24 and ST25 rice brands in Australia, Hoa said that on April 22, 2021, the Australian Intellectual Property (IP Australia) agency received an application from an Australian company, T&L Global Foods Supply PTY, for registration of ST24 and ST25 rice as “Rice; Best Rice of the World”. In May 2021, the Vietnam Trade Office in Australia informed IP Australia that it objected to T&L’s trademark registration of ST24 and ST25 rice.

On September 27, 2022, IP Australia officially issued trademark protection certificates to three trademarks of ST24 and ST25 rice produced by a Vietnamese firm, Ho Quang Tri Private Enterprise. Hoa said that successful registration of Vietnamese ST24 and ST25 rice for trademark protection in Australia has helped increase the presence of Vietnamese rice in this market.

Also in 2022, in the city of Perth, the Vietnam Trade Office in Australia coordinated with local firms to give Vietnamese rice for free to 10,000 customers under the “Vietnam - Land of World’s Best Rice” program, and received good feedback. Vietnamese rice products, especially rice packed in small bags, have become attractive to Australian consumers. Hoa said that in recent years, Vietnamese processed food, as well as frozen shrimp and fish, have also attracted Australian consumers. In 2022, Vietnam exported nearly US$750 million worth of food products to Australia.