Bringing Canadian agricultural products closer to Vietnamese consumers

On the evening of December 1, in Hanoi, the Embassy of Canada in Vietnam organized the Canadian Agricultural and Food Exhibition - Quintessence of Four Seasons, bringing a space to experience the cuisine and typical products of the land of maple leaves.

The event was attended by Canadian Ambassador to Vietnam Jim Nickel, Commercial Counselor of the Canadian Embassy in Vietnam Emilie Carrier, along with representatives of the Ministry of Foreign Affairs, the Ministry of Agriculture and Environment , organizations, businesses and press agencies.

The exhibition aims to raise awareness among Vietnamese consumers and the food industry about Canada’s strengths in producing high-quality, sustainable and diverse agricultural and seafood products year-round. At the same time, the event affirms Canada’s commitment to promoting culinary and business cooperation through branding and networking activities.

This is an activity within the framework of the Canada Brand campaign implemented by Agriculture and Food Canada (AAFC) since 2006, aiming to build a unique mark for Canadian food in the international market.

With the orientation of “Pivot to Digital”, Canada Brand is now expanding to take advantage of digital marketing and e-commerce opportunities, in line with new consumer trends. Vietnam is one of the pilot markets of this initiative from 2023, with the slogan: “Canada, Fish is good!”

Canadian Ambassador to Vietnam Jim Nickel. (Photo: Trung Anh)

Speaking at the opening of the Exhibition, Canadian Ambassador to Vietnam Jim Nickel affirmed that Canada “is proud to produce world-class agricultural and food products, renowned for their superior quality and safety.”

According to him, Vietnam-Canada trade relations have recently “developed strongly and substantially”. Vietnam is Canada’s leading trade partner in ASEAN, and the North American country is also among Vietnam’s 10 largest import markets.

The Ambassador said that the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), which took effect in 2019, has helped Canadian agricultural products get closer to Vietnamese consumers at reasonable prices.

Commercial Counselor of the Embassy of Canada in Vietnam Emilie Carrier. (Photo: Trung Anh)

Also within the framework of the event, Emilie Carrier, Commercial Counselor of the Embassy of Canada in Vietnam, gave an overview of the Canada Brand project. Accordingly, this is a project that reflects Canada's commitment to clean, safe and high-quality food from farm to table. The Canada Brand represents transparency, modern standards and trust, helping Vietnamese consumers easily identify Canadian products as trustworthy and high-quality.

Ms. Carrier affirmed that Canada’s food system is among the most strictly controlled in the world, under the strict regulations and inspections of the Canadian Food Inspection Agency. As Vietnamese consumers increasingly pay attention to origin, authenticity and sustainability, Canadian products have a special advantage to meet this demand.

“Canada's food and industry continues to be a driving force of the national economy and we are proud of this industry,” the Trade Commissioner stressed.

In addition, Ms. Carrier mentioned many successes from the activities of the Canada Brand project in Vietnam. Beef, pork, seafood, cherries, apples, strawberries, oats, maple products and many other Canadian products are now widely known and recognized in the Vietnamese market. Many promotional campaigns have achieved strong coverage and positive feedback from consumers and partners of the S-shaped country.

“This success reflects the significant growth of the Vietnamese market. In 2024, Vietnam imported more than CAD 550 million worth of Canadian agricultural and seafood products, making it Canada’s second-largest export destination in ASEAN for these products,” the diplomat pointed out, stating that Canada Brand is proud to be part of this meaningful journey, supporting Vietnam’s growing consumer market, strengthening supply chains and helping bring the two countries closer together as they grow, innovate and prosper together.

In addition, the Commercial Counselor of the Canadian Embassy in Vietnam shared that food from the North American country reflects the diversity of a multicultural society, suitable for the taste and culinary traditions of the S-shaped country. Notably, Canada's commitment to sustainability is also in line with the growing consumer trend of focusing on health and the environment in Vietnam.

Some Canadian agricultural products. (Photo: Trung Anh)

At the exhibition, visitors had the opportunity to enjoy many dishes with strong Canadian flavors such as lobster pasta, maple beef ribs, mushroom tarts, etc.; and also watched a live cooking demonstration at the event personally performed by Ambassador Jim Nickel.

Sharing with The World and Vietnam Newspaper , Ambassador Jim Nickel emphasized that agricultural trade is one of the most important pillars in the Vietnam-Canada cooperation relationship, and pointed out that the two countries still have a lot of room to develop this field.

According to him, agriculture currently accounts for about 50% of Canada's total export turnover to Vietnam, while Vietnam's agricultural imports from Canada increase by an average of 12.5% ​​per year.

Once again affirming that Vietnamese consumers are more concerned with food safety standards and transparency, Ambassador Nickel stated, “with the criteria set by Vietnamese consumers, Canada is fully capable of providing the products that Vietnam is looking for.”

Visitors learn about the booth introducing Canadian agricultural products and food in the Exhibition area. (Photo: Trung Anh)

In 2024, two-way trade in goods between Canada and Vietnam will reach CAD 15.7 billion, up from CAD 14.1 billion in 2023, mainly imports from Vietnam.

Foreign direct investment (FDI) from Vietnam to Canada is estimated to reach CAD 27 million by 2024, while Canadian outward direct investment (CDIA) in Vietnam is CAD 5.4 billion.

By 2024, Vietnam will continue to be Canada’s largest trading partner in ASEAN. The Vietnamese student community is the 8th largest group of international students in Canada, and Canadian educational institutions are also actively recruiting students and seeking cooperation opportunities in the Vietnamese market.

In 2024, Vietnam imported more than CAD 550 million worth of agricultural and aquatic products from Canada, becoming Canada's second largest export market in ASEAN for these products.

Vietnam’s global agricultural and seafood imports are the fastest growing in the region, with a compound annual growth rate of 12.5%, driven by rising consumer demand, expanding food processing needs, and a preference for high-quality imported ingredients. This strong growth trajectory positions Vietnam as one of the most dynamic and promising agri-food markets in Southeast Asia, presenting significant opportunities for Canadian suppliers that can deliver safe, reliable, and sustainably produced products.

In January 2022, the two countries established a Joint Economic Committee to further strengthen trade and economic relations.

Source: https://baoquocte.vn/canada-agricultural-dua-den-gan-hon-voi-nguoi-tieu-dung-viet-336287.html