Vietnamese rice, building brand with quality

By improving quality, Vietnamese rice has built a brand, asserting and maintaining its market share in the world market.

Recently, Tan Long Group successfully exported Japonica rice under the AAn brand to the Japanese market. The announcement event took place in early October in Tokyo under the witness of representatives of the Vietnamese Embassy in Japan, leaders of Kiraboshi Bank (business connection unit), Suntomi International Company (importer), Tokairin Company and Spice House (distributor), and leaders of Tan Long Group.

Exporting rice, affirming to customers with quality

Japonica is a type of rice commonly used in the culinary culture of Japan, Korea and some other countries. The event affirms the position of AAn rice as a Vietnamese rice brand that has passed the inspection standards in one of the most demanding markets in the world, contributing to increasing the value of Vietnamese agricultural products in the international market.

According to Mr. Yoshino Takeshi, CEO of Kiraboshi Bank, there are currently nearly 600,000 Vietnamese people living and working in Japan, creating a great demand for domestic products, including Vietnamese rice. In addition, Japan is facing a domestic rice shortage, so finding an alternative source of rice is urgent.

Japonica AAn rice has similarities with Japanese rice, so it is also considered a potential substitute product. Through the joint activities between businesses of the two countries like today, Vietnamese rice will certainly have many advantages in expanding in the Japanese market.

Previously, in June 2022, AAn rice successfully exported ST25 rice to Japan for the first time and was used as the main ingredient in fried rice served to officials at the cabinet office there.

Recently, Deputy Minister of Agriculture and Rural Development Phung Duc Tien could not hide his joy when announcing very encouraging figures of rice export. Deputy Minister Tien informed that rice export in 10 months reached 4.86 billion USD (the whole year of 2023 is 4.68 billion USD). In 10 months, 7.8 million tons were exported and the remaining two months of 2024 can increase the turnover to over 8 million tons.

“India has just resumed rice exports, but Vietnam's fragrant rice and high-quality rice segments are still selling well and are stable in price,” Deputy Minister Tien added.

It can be said that the rice export towards the end of the year not only brings good news but also strongly encourages the growth hope for the whole economy. In particular, Vietnam's rice export still holds the stable "throne" in some markets. That "throne" not only ensures a stable supply of rice but also helps other countries feel more confident in ensuring national food security.

Rice exports are clearly the bright spot of the country's economic picture in 2024, while the rice export market can still bring new opportunities not only in the last months of 2024 but also into 2025.

Affirming the quality of Vietnamese rice in particular and Vietnamese agricultural products in general is an important solution to increase the competitiveness of Vietnamese agricultural products in domestic and world markets.

Regarding agricultural product branding, at the national level, there are currently a number of key agricultural products that have received attention for branding. Accordingly, for rice products, the Government has approved the Project on developing Vietnamese rice brand to 2020, with a vision to 2030 in Decision No. 706/QD-TTg dated May 21, 2015. Coffee products have been approved as national products (according to Decision No. 787/QD-TTg dated June 5, 2017).

According to experts, to develop a good brand, there must be a development orientation on three axes at the same time: There must be good products; There must be good businesses, participating on a large scale; There must be a good ecosystem for the brand to develop; Unite into a large brand towards the common good.

One of these three pillars that businesses have been implementing is good products. For example, with more than 20 years of experience in the field of rice production and trading, the Group has increasingly perfected the rice value chain "from field to table". Currently, the Group is expanding the rice material area through production linkage activities with cooperatives and farmers in the Mekong Delta. Tan Long supports farmers in farming methods and techniques, and purchases rice from people; thereby ensuring a stable supply of input rice and quality control. In addition, Tan Long Group also focuses on farming models that reduce emissions, reduce production costs and increase income for rice growers.

This helps Tan Long Group and AAn Rice brand approach the world's agricultural product consumption trend by not only ensuring increased competitiveness through quality, but also aiming for green and sustainable development; serving Vietnamese and world consumers with global good quality standards.

It can be seen that with the focus on high quality rice, controlling pesticide residues to serve domestic consumers and meet export needs,...

This is the way for Vietnamese rice brands in particular and Vietnamese agricultural products in general to gradually conquer demanding markets such as Japan, Korea, the US and Europe.

Source: https://congthuong.vn/gao-viet-xay-dung-thuong-hieu-bang-chat-luong-357318.html