Vinamilk's "special" and "distinctive" journey

In the Middle East, for nearly 30 years, a Vietnamese brand has been closely associated with the local population. In the US, Japan, South Korea, and other countries, this Vietnamese national brand can be found in both large and small supermarkets.

In 2023, with a valuation of $3 billion, Vinamilk attracted attention by ranking among the Top 10 global dairy companies. This was a journey that was both "special" and "distinctive" for a national brand, contributing to elevating Vietnamese brands on the world dairy map.

Ms. Mai Kieu Lien, General Director of Vinamilk.

"I want the world to know about Vietnam's dairy industry." This ambitious statement reflects the strategic vision of Ms. Mai Kieu Lien, General Director of Vinamilk.

Not only successful with its traditional product, Ong Tho condensed milk, Vinamilk currently has 387 export product SKUs. With 62 markets conquered from Asia to Europe, from the Middle East to Africa, Vinamilk's cumulative export turnover has reached over 3.4 billion USD. This figure is difficult to compare with many strong export sectors, such as textiles, footwear, and seafood... But considering the context of a country that once lacked advantages in dairy farming, had no dairy processing industry, and was almost entirely dependent on imports... this is truly a journey to be proud of.

Few people know that milk was one of Vietnam's products exported quite early, right when the country entered the period of opening up and developing its international economy . In 1997, Vietnam participated in the oil-for-food program with Iraq.

To get the program underway, Ms. Mai Kieu Lien – then General Director of Vinamilk – proactively offered to sponsor two containers of powdered milk for Iraqi children. Beyond simply introducing the product, Ms. Lien shared that this was also a practical form of support for the neighboring country, which was then in the post-war period.

Shortly afterwards, the Iraqi government sent representatives to visit the factory, learn about the business, and request Vinamilk to supply 300 tons of milk over three months. This event marked a significant turning point for Vinamilk and the domestic dairy industry, initiating a strong global expansion for the brand.

In Afghanistan, a country still facing many difficulties due to war, Vinamilk has consistently strived with its partners over the past 10 years to ensure the supply of milk for children. Beyond business goals, this is also a promise to bring nutrition to every child, every person, no matter where they are in the world.

Looking back on Vinamilk's nearly 30-year journey of expanding globally, Ms. Mai Kieu Lien, General Director of Vinamilk, has summarized three key factors for conquering any market, whether domestic or export: quality, service, and price.

Vinamilk identifies quality as its most important "key." Its factories and farms thoroughly apply the most advanced international standards in the production process and raw material selection, such as GlobalG.AP, FDA (USA), HALAL, Organic EU, and GMP (Good Manufacturing Practice, US standard)...

Vinamilk is also one of the few companies in the world to possess world-class quality awards and certifications, such as: the first fresh milk in the world to receive the Clean Label Project certification for purity; the Purity Awards - for infant formula products - for the quality, safety, and transparency of raw materials after passing a testing process with more than 400 criteria...

Besides a well-planned market expansion strategy, the dairy giant is also constantly improving its supply capacity to be ready to meet large orders requiring high quality. Currently, the company owns a system of 15 farms and 16 factories both domestically and internationally. Notably, it owns the first two mega-dairy factories in Vietnam, with investments totaling hundreds of millions of USD.

Besides quality, Vinamilk's creativity and innovative spirit are strengths that not every brand possesses. In 2023, after nearly 50 years of development, Vinamilk continued to attract significant public attention both domestically and internationally when it announced its new brand identity, embodying the spirit of "boldness, determination, and always being true to ourselves."

Vinamilk's early efforts towards green consumption and sustainable development have helped it rank among the top 5 most sustainable dairy brands globally and lead the market in Vietnam.

Making a positive contribution to the overall value of Vietnam's national brand, Vinamilk is currently among the Top 10 most valuable dairy brands globally (according to Brand Finance 2023).

Source: https://hanoimoi.vn/hanh-trinh-dac-biet-va-khac-biet-cua-vinamilk-691768.html