Entrepreneur Nguyen Trung Dung, Founder and CEO of Dh Foods: From a small spice jar to a big aspiration

Businessman Nguyen Trung Dung and his team are determined to bring Vietnamese spices to the world.

Businessman Nguyen Trung Dung and his team are determined to bring Vietnamese spices to the world.

Late Start-up from Faith

Often dressed simply in shirts of different raw materials and always with a warm smile, Mr. Nguyen Trung Dung, Founder and CEO of Dh Foods, always creates sympathy with the person opposite - a businessman who does not create distance. He has the features of a patient teacher, a tolerant father and a sincere companion. Nearly 70 years old, he still maintains the spirit of a young entrepreneur: eager to learn, eager to travel and always looking for ways to do good things.

Starting a business at an age when many people are already settled in their careers, Mr. Dung chose to embark on a completely new journey: bringing Vietnamese spices to the international level.

Without the advantage of youth or a rich financial foundation, the only thing he has is faith in the quality of Vietnamese agricultural products and in the ability to conquer with spice jars that carry the soul of Vietnamese cuisine .

“At that time, everyone asked me why I didn’t choose an easier path. But I believed that consumers deserved to use clean, natural and safe products, something that the Vietnamese market was lacking at that time,” Mr. Dung recalled.

13 years later, that belief has become a reality. Dh Foods has gone from an unknown company to a familiar brand in the kitchens of millions of families, and is present in dozens of countries around the world.

When asked what he is most proud of after more than a decade, Nguyen Trung Dung smiled: "Not revenue, but consumer trust."

From the very first day of establishment, he determined that Dh Foods would follow the path of “slow but sure”, sustainable development, putting reputation first. The company always ensures to pay salaries on time, pay suppliers in full, and have no arrears, even in the most difficult times.

“Keeping your word is not easy, but it is the foundation to go far,” he said. Thanks to that kind and consistent way of doing things, Dh Foods has gradually become a trustworthy brand in the eyes of consumers and partners.

Never think of “stopping”

If he had to choose one word to describe the journey of Dh Foods, Mr. Dung would choose the word “persistence”. That is the courage of a late starter. From the beginning, Dh Foods chose to go against the flow. While most spice brands choose bright red and artificial flavors to attract buyers, Dh Foods chose the natural green color, saying no to synthetic colors and artificial preservatives.

That difference once made partners skeptical. But he believed that consumer trends would change, that one day Vietnamese people would care more about health and food origin. The reality after more than 10 years has proven that: young consumers love Dh Foods not only because of its delicious taste, but also because of the transparency and kindness in each spice jar.

“Persistence is not just about keeping faith, but about persevering through doubt, pressure and financial challenges. Above all, it is about persevering with kindness, with consumers, with partners, with the team,” he said.

During the first three years of starting the business, Dh Foods continuously suffered losses. “In fact, every entrepreneur has a time when they have to decide whether to continue or stop. But I have never thought of giving up,” Mr. Dung shared.

The reason why he is steadfast is not only his belief in the product, but also the belief of the young team that has chosen to follow him. Many young people have left stable jobs in large companies to join Dh Foods. Once they believe, a leader like him has no right to give up.

It is this spirit of companionship that has created the Dh Foods culture of solidarity, responsibility and constant efforts to innovate. 13 years have passed, and that culture is still the “glue” that keeps the team together through challenging journeys.

The boost from the new look

Turning 13, Dh Foods is transforming strongly with a brand repositioning strategy.

If in the past, Dh Foods was known as “Regional Specialty Spices”, now the company affirms more clearly its core value of “Clean Specialty Spices”, natural, safe products, no synthetic colors. This change also comes from new consumer trends: young people want products that are more convenient, more beautiful and more transparent.

In response, Dh Foods has invested comprehensively from packaging, identity to production process. The new factory in Long An , specializing in dipping sauces and complete spices, has been in operation since March 2024, proving a new step forward in production and management capacity.

Clean - Creative - Reliable have become three values that Mr. Dung identified as pillars for the new development stage. In which, clean, no artificial preservatives, no synthetic colors have always been Dh Foods' constant commitment for over a decade. And the creative pillar, always innovating products, rejuvenating the brand, keeping up with modern consumption trends. Finally, reliability. This is affirmed through international certificates such as BRCGS and the trust of domestic and foreign customers.

The first change is in the Nha Trang Chili Lemon Salt product line, the "legendary" product that made the name of Dh Foods. The new packaging is modern, outstanding, but still retains the traditional identity, opening a campaign to synchronize the entire line of Dipping Sauces and Complete Spices.

“The market is fiercely competitive, but we choose not to compete on price. We focus on strengthening internal quality and building our own unique character on the outside,” Mr. Dung emphasized.

According to him, the above repositioning will bring a “double boost” to Dh Foods. In the short term, the new packaging creates a visual effect at the point of sale, attracting new customers, while arousing curiosity from loyal consumers. However, most importantly, it brings a long-term boost to Dh Foods. Because a professional and consistent image will strengthen the brand value, helping Dh Foods expand into demanding markets such as the US, Europe, and Japan.

Moreover, this is also an internal source of inspiration. When seeing their products renewed, more beautiful and professional, the whole team also has more pride and motivation to create for the next big projects.

With the belief that "each spice jar is a cultural story"

Mr. Dung often says: “Each jar of spices is a cultural story”. Therefore, the journey of Dh Foods is not only about production and business, but also about bringing Vietnamese flavors far and wide, from Tay Ninh shrimp salt, Phu Quoc pepper to Phan Thiet fish sauce, the hometown products are “seasoned” with love, respect and international standards by him and his colleagues.

As a leader, he chose culture as the foundation. For him, culture is not in the slogans on the wall, but in the way each employee behaves, cooperates and grows together. From a small workshop with a few people, Dh Foods has become a Vietnamese spice brand present in more than 20 countries, the result of the persistent belief that Vietnamese products, if made properly, will conquer the world.

What has kept Mr. Dung in the spice industry for more than a decade is not profit, but the belief in the "gold treasure" of Vietnamese cuisine.

“In each jar of spices, there is not only flavor, but also culture, history and creativity of the Vietnamese people,” he said. From Tay Ninh shrimp salt, Northwest cham cheo to Nha Trang chili and lemon salt, each spice carries its own story about the land, people and spirit of Vietnam.

Mr. Dung believes that spices are the soul of Vietnamese cuisine, the "language" for the world to understand and love Vietnamese culture more.

Dh Foods’ goal for the next 5 years is to be present in at least 30 countries, making the brand a representative of “Clean Specialty Spices” of Vietnam. But for Mr. Dung, that is not just a business goal. “When foreign customers hold a Dh Foods product in their hands, I want them to feel the kindness, creativity and Vietnamese identity in it,” he shared.

Because above all, this journey is not just the story of a business, but also the journey of promoting Vietnamese cuisine to the world, through small jars of spices but carrying great aspirations.

Source: https://baodautu.vn/doanh-nhan-nguyen-trung-dung-sang-lap-va-ceo-cua-dh-foods-tu-hu-gia-vi-nho-den-khat-vong-lon-d410892.html