May 11, 2025, fruit and vegetable exports officially surpass record

Fruit and vegetable exports in the first 11 months of 2025 reached 7.91 billion USD and are expected to continue to set a new record thanks to increased purchases from the Chinese market and the Protocols paving the way for Vietnamese agricultural products.

Fruit and vegetable exports hit new peak

According to a report by the Ministry of Agriculture and Environment , fruit and vegetable exports in November 2025 are estimated to reach 850 million USD, bringing the total turnover in 11 months to 7.91 billion USD, up 19.5% over the same period last year. China continues to be the dominant market with 64.1% of export value. The next two largest markets are the US (6.4%) and South Korea (3.7%).

In 10 months, durian export turnover reached nearly 3.34 billion USD, up 10.4% and officially exceeded the 3.2 billion USD mark of the whole year 2024,

Notably, fruit and vegetable exports to the US increased sharply by 58.3%, showing room for expansion in distant markets with high spending power. Among the 15 largest markets, Malaysia recorded a sharp increase of 77.5%, while Thailand saw the sharpest decline at 56.6%.

In 2024, fruit and vegetable export turnover will reach 7.12 billion USD, an increase of 27.1% compared to 2023. This is the first year that the fruit and vegetable industry has reached and surpassed the 7 billion USD threshold. And it is forecasted that this year, fruit and vegetable exports will exceed the 8 billion USD threshold for the first time.

Regarding the main export items, there are durian, banana, mango, jackfruit, coconut and grapefruit. In particular, the biggest bright spot of the fruit and vegetable industry this year continues to be durian, the product that is repositioning Vietnam's position on the Asian fruit map. The Vietnam Fruit and Vegetable Association forecasts that durian export turnover in 2025 could reach 4 billion USD, with an estimated 3.7 billion USD in 11 months alone.

“The harvest season in the Central Highlands is almost over, but the Western region is in the off-season, which will last until the end of May 2026. This is the time when Vietnam is almost the only country with export supply to China, causing durian prices to continue to remain high,” Mr. Dang Phuc Nguyen, General Secretary of the Vietnam Fruit and Vegetable Association, told reporters from the Industry and Trade Newspaper.

In addition, coconut products have emerged as a new growth pillar of the agricultural sector. The Vietnam Coconut Association expects that by 2025, coconut exports will reach 1.1-1.15 billion USD, of which fresh coconut exports will reach about 440 million USD.

Opportunities from the export protocol

On November 27, 2025, the Ministry of Agriculture and Environment and the General Administration of Customs of China signed a Protocol on exporting fresh jackfruit to China. This is a big step forward, opening up more opportunities for Vietnamese agricultural products to access a market of more than 1.4 billion people.

Mr. Nguyen Van Muoi, Deputy General Secretary of the Vietnam Fruit and Vegetable Association, said that jackfruit is a large-scale crop (84,000 hectares), with an output of more than 1 million tons, but the export value in 2024 will only reach 146 million USD. The fact that most of the goods go through unofficial channels makes prices unstable, often leading to a situation of "good harvest, low price".

With the new Protocol, products must be produced according to standard processes, growing areas and packaging facilities must have codes, comply with Good Agricultural Practices (GAP), control pesticides and harvesting, preservation and transportation processes. Official exports will help reduce risks when quarantine policies change, and at the same time force farmers and businesses to reorganize production according to international standards.

As for export enterprises, immediately after signing the protocol, raw material areas in the Mekong Delta are seeing positive changes as farmers focus on the cultivation process. However, the biggest limitation is still the lack of sustainable links, accordingly, when prices increase, farmers easily sell to traders, breaking the contract; and when prices decrease, enterprises bear the risk.

To address this issue, many businesses are proactively supporting cooperatives to achieve GlobalGAP certification, which is considered a “golden ticket” to access demanding markets. However, the high costs and technical requirements make this process require perseverance and close cooperation between businesses, farmers, and the government.

On the management side, Mr. Huynh Tan Dat - Director of the Department of Crop Production and Plant Protection (Ministry of Agriculture and Environment), said that in 2025, Vietnam signed 5 protocols with China , creating an increasingly wide legal corridor for agricultural products. In addition, for durian products, the management agency has clarified the cause of cadmium residue from soil and fertilizer, and at the same time guided the application of Biochar for treatment. China has approved more than 800 new growing area codes and 130 new packaging facilities for Vietnamese durian.

"Up to now, Vietnam has been granted 9,334 growing area codes and 1,752 packing facility codes according to the Export Protocols. In November 2025 alone, the authorities will grant 48 new growing area codes and revoke 22 growing area codes and 8 packing facility codes," Mr. Huynh Tan Dat shared.

According to Mr. Dat, the Protocol not only opens the market but also forces the industry to upgrade standards, transparent traceability, and professionalize farming, which are decisive factors for Vietnamese agricultural products to maintain their advantages.

Mr. Nguyen Dinh Tung, Chairman of the Board of Directors and General Director of Vina T&T Group , commented that the key to raising the position of Vietnamese agricultural products lies not only in output but also in market leadership thinking.

For many years, most agricultural enterprises have been exporting according to the "sell when the season is good" method, not considering market data as an asset. When they do not grasp consumer trends, enterprises are passive, and farmers easily fall into the spiral of planting and cutting according to trends.

Enterprises that want to lead the value chain need to proactively analyze the market every week, every market; build long-term contracts with farmers; provide technical support, invest in seeds and materials, and most importantly, create trust by committing to stable consumption.

When businesses play the role of “conductors”, market signals are transmitted to growing areas, farmers produce according to orders, avoiding local surplus and reducing the risk of seasonal “price drops”. This is also the only way for Vietnamese agricultural products to shift from competing on price to competing on quality and standards.

With the current growth momentum, the Vietnam Fruit and Vegetable Association forecasts that fruit and vegetable export turnover could reach 10 billion USD next year. Durian continues to be the number one driving force, but items such as mango, jackfruit, dragon fruit, and passion fruit are also recovering well in many markets.

The resonance of FTAs, new protocols with China, strong participation of businesses and transformation in farming by farmers are creating a foundation to help the fruit and vegetable industry enter a new growth cycle that is more sustainable, more controlled and has higher value.

Nguyen Hanh

Source: https://congthuong.vn/11-thang-nam-2025-xuat-khau-rau-qua-chinh-thuc-vuot-ky-luc-433759.html