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

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.

Starting a business late in life, but with belief.

Often dressed simply in various types of rough-textured shirts and always sporting a warm smile, Mr. Nguyen Trung Dung, Founder and CEO of Dh Foods, always makes a positive impression on those he meets – a businessman who doesn't create distance. He embodies the qualities of a patient teacher, a forgiving father, and a sincere companion. Approaching 70, he still maintains the spirit of a young entrepreneur: eager to learn, eager to travel, and always seeking to do good.

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

Without the advantage of youth or a substantial financial foundation, the only thing he possessed was faith—in the quality of Vietnamese agricultural products and in the ability of spice jars embodying the soul of Vietnamese cuisine to conquer the market.

"At that time, everyone asked 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 severely lacking at that time," Mr. Dung recalled.

Thirteen years later, that belief has become a reality. Dh Foods, from an unknown company, has become 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 and said, "Not the revenue, but the trust of consumers."

From the very beginning, he determined that Dh Foods would follow a "slow but steady" path of sustainable development, prioritizing credibility. The company always ensures timely salary payments and full payment to suppliers, with no outstanding debts, even during the most difficult periods.

"Maintaining credibility isn't easy, but it's the foundation for going far," he said. It is thanks to this ethical and consistent approach that Dh Foods has gradually become a trustworthy brand in the eyes of consumers and partners.

Never think about "stopping".

If asked to choose one word to describe Dh Foods' journey, Mr. Dung would choose "perseverance." That's the resilience of someone who started late in life. From the beginning, Dh Foods chose to go against the grain. While most spice brands opted for vibrant red colors and artificial flavors to attract buyers, Dh Foods chose the natural green color, saying no to synthetic dyes 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 the origin of their food. The reality after more than 10 years has proven that: young consumers love Dh Foods not only for its delicious taste, but also for the transparency and integrity in every jar of seasoning.

"Perseverance is not just about maintaining faith, but about persistently overcoming doubt, pressure, and financial challenges. Above all, it's about persevering with kindness, towards consumers, partners, and the team," he said.

During its first three years of operation, Dh Foods suffered continuous losses. "Actually, every business owner faces a dilemma at some point: whether to continue or stop. But I never thought about giving up," Mr. Dung shared.

The reason for his unwavering commitment, besides his belief in the product, is the belief of the young team who have chosen to join him. Many young people have left stable jobs at large companies to come to Dh Foods. Once they have faith, a leader like him has no right to give up.

It is this spirit of partnership that has shaped the Dh Foods culture: unity, responsibility, and a constant pursuit of innovation. Thirteen years later, that culture remains the "glue" that holds the team together, enabling them to overcome challenging journeys.

The boost from a new look.

Turning 13, Dh Foods is undergoing a major transformation with a brand repositioning strategy.

Previously known for its "regional specialty spices," Dh Foods now emphasizes its core value of "clean specialty spices," offering natural, safe products free from synthetic colorings. This shift stems from new consumer trends: young people desire products that are more convenient, aesthetically pleasing, and transparent.

To meet this demand, Dh Foods has invested comprehensively in everything from packaging and branding to production processes. The new factory in Long An , specializing in dipping sauces and complete seasonings, commenced operations in March 2024, serving as proof of this new step forward in production and management capabilities.

Cleanliness, Innovation, and Reliability have become the three core values that Mr. Dung has identified as pillars for the new phase of development. Cleanliness, free from artificial preservatives and synthetic colorings, has been Dh Foods' unwavering commitment for over a decade. Innovation, on the other hand, means continuous product renewal, brand rejuvenation, and keeping up with modern consumer trends. Finally, reliability is affirmed through international certifications such as BRCGS and the trust of customers both domestically and internationally.

The first change is in the Nha Trang Chili Lemon Salt product line, the "legendary" product that made Dh Foods famous. The new packaging is modern and eye-catching, yet still retains traditional identity, marking the beginning of a campaign to standardize the entire range of dipping sauces and complete seasonings.

"The market is fiercely competitive, but we choose not to engage in a price war. We focus on strengthening internal quality and building our unique external identity," Mr. Dung emphasized.

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

Moreover, it's also a source of internal inspiration. Seeing their product refreshed, more beautiful, and more professional gives the entire team added pride and motivation for future major projects.

With the belief that "each jar of spices tells a cultural story"

Mr. Dung often says, "Each jar of spice tells a cultural story." Therefore, Dh Foods' journey is not just about production and business, but also about taking Vietnamese flavors far and wide, from Tay Ninh shrimp salt and Phu Quoc pepper to Phan Thiet dipping sauces – local products that he and his colleagues have infused with love, respect, and international standards.

As a leader, he chose culture as the foundation. For him, culture isn't about slogans hanging on the wall, but about how each employee behaves, cooperates, and grows together. From a small workshop with just a few people, Dh Foods has become a Vietnamese spice brand present in more than 20 countries, the result of a persistent belief that Vietnamese products, if made well, can conquer the world.

What kept Mr. Dung involved in the spice industry for over a decade wasn't profit, but his belief in the "treasure trove" of Vietnamese cuisine.

"Each jar of spice contains not only flavor, but also the culture, history, and creativity of the Vietnamese people," he said. From Tay Ninh shrimp salt and Northwest chili paste to Nha Trang lime chili salt, each type 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" that allows the world to understand and appreciate Vietnamese culture more.

Dh Foods' goal for the next five years is to be present in at least 30 countries, making the brand a representative example of "clean specialty spices" from Vietnam. But for Mr. Dung, that's 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.

Above all, this journey is not just the story of one business, but a journey to promote Vietnamese cuisine to the world, through small jars of spices that carry within them a great aspiration.

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