Keep the faith in Vietnamese rice.

The application of traceability technology, enhanced market supervision, and strict handling of counterfeit and imitation products are fundamental to affirming the true value and protecting the reputation of Vietnamese rice in both domestic and international markets.

The recent incidents of "burnt rice" in Vinh Long and fake ST25 rice in Hanoi have clearly exposed loopholes in quality control. Rice is not only an essential commodity but also represents the image and brand of Vietnam in the global market. When negative information such as "rice burned to charcoal" appears on social media and in the press before official test results are available, panic spreads rapidly, seriously threatening the country's image in the eyes of the international community.

ST25 rice, once hailed as the "best rice in the world ," is not immune to counterfeiting and is drawn into a whirlwind of suspicion. A product once a source of pride for Vietnamese people on the international market has suddenly become a victim of rumors and commercial fraud right in its own backyard. In the "rice burned to charcoal" incident in Vinh Long, authorities took samples for testing, but rumors continued to spread even before the results were available. Similarly, although the fake ST25 rice case in Hanoi has been dealt with, it still leaves consumers with some degree of doubt.

To avoid similar shocks in the future, the Vietnamese rice industry should have a systematic and coordinated strategy. First, regulatory agencies should be proactive and transparent in their communication efforts. When doubts arise about product quality, samples should be immediately taken for testing, and results based on scientific data should be published clearly and understandably. Information should be disseminated promptly through official media, websites, and social media of relevant agencies to prevent the spread of rumors and maintain market stability from an early stage.

Simultaneously, a rapid response unit for media within the agricultural sector should be established. This unit would continuously monitor social media and the press to promptly detect, verify, and address misinformation. It would operate flexibly, coordinating closely with specialized management agencies, industry associations, businesses, and media experts to develop a professional communication process.

In the long term, to build a sustainable Vietnamese rice brand, it is necessary to synchronize everything from transparency in the value chain to long-term communication. Simultaneously, support should be provided to businesses and localities in registering and protecting trademarks both domestically and internationally. Businesses and the rice industry should proactively develop appropriate communication strategies and invest in traceability technologies such as QR codes, electronic labels, or blockchain to ensure product transparency, helping consumers easily distinguish between genuine and counterfeit products, and increasing trust, thereby strengthening the reputation of the entire Vietnamese rice value chain.

Furthermore, it is necessary to standardize the quality of Vietnamese rice according to international standards and encourage farmers to apply sustainable production processes such as VietGAP, GlobalGAP, or organic farming to enhance product value. Support should be provided to farmers to access scientific and technical knowledge, reorganize production according to cooperative models, or establish supply chain linkages with businesses to stabilize output and increase income. Small businesses and cooperatives urgently need support to improve management capacity, build brands, and access markets through training, credit, and trade connections.

Building a brand for Vietnamese rice requires a systematic, long-term strategy and close coordination between the government, businesses, farmers, and consumers. Applying traceability technology, strengthening market surveillance, and strictly punishing counterfeiting and imitation are fundamental to affirming the true value and protecting the reputation of Vietnamese rice in both domestic and international markets.

Dr. Huynh Thanh Dien

Source: https://www.sggp.org.vn/giu-niem-tin-cho-gao-viet-post799619.html