Support food industry businesses to deeply access the US market

According to the Trade Promotion Agency - Ministry of Industry and Trade , the US has always been considered the "destination" of many export industries of Vietnam, especially food, a group of products with strong competitive advantages. Large consumption and high quality requirements make this market a test but also an opportunity for Vietnamese products to improve.

The pepper and spice industry is a typical example. Ms. Hoang Thi Lien, President of the Vietnam Pepper and Spice Association, said that the industry has diversified its export markets but the US still accounts for the largest proportion, about 23%, thanks to attractive profit margins.

“ Notably, even without a bilateral trade agreement, Vietnam has been granted most-favored-nation (MFN) status by the US within the WTO framework, so many spice products have long enjoyed 0% import tax. This is an important factor helping spice exports to the US maintain a positive growth rate since the beginning of the year ,” said Ms. Lien.

In addition to market advantages, the support of the Ministry of Industry and Trade in bringing businesses closer to the North American distribution system has contributed significantly to positioning Vietnamese products.

In mid-November, within the framework of the National Trade Promotion Program, the Trade Promotion Agency organized a delegation of Vietnamese businesses to participate in the 2025 Private Label Show International Food and Beverage Fair in Chicago, USA. This is the leading prestigious event for private label product groups.

The Vietnamese delegation includes 14 enterprises, bringing many diverse products suitable for new consumption trends in North America, such as: Pepper, cinnamon, star anise; cashew nuts; fragrant rice; processed fruits; confectionery; beverages; sugar-free foods; organic products; vegan foods... All meet international standards and are highly competitive.

“ Private Label Trade Show is the leading event in the food and fast-moving consumer goods industry. This year, there are more than 2,000 exhibitors from 60 countries, with more than 3,000 booths ,” Ms. Nguyen Thi Thu Thuy, Deputy Director of the Center for Trade and Investment Promotion Support, emphasized.

According to quick statistics from the Trade Promotion Agency, the Vietnamese delegation's participation in the fair has far exceeded expectations. Each enterprise has an average of 20-25 direct meetings with importers, distribution chains and large supermarkets from the US, Canada and Mexico. This is a targeted contact activity, in line with the requirements of sustainable market development.

Notably, 7 businesses signed 10 contracts right at the fair, focusing on products with strengths such as: Confectionery, spices (pepper, cinnamon, star anise), cashew nuts, packaged foods and beverages. Some businesses also reached long-term cooperation memorandums, opening up opportunities to enter the distribution system with dozens to hundreds of points of sale in North America.

More than 70% of businesses are asked to send samples or standard documents immediately after the first meeting. This reflects the real attraction of Vietnamese products to buyers in the North American region.

Many partners at the fair assessed that the Vietnamese pavilion stood out not only thanks to its creative design, but also because of its rich product portfolio that met international standards, meeting the consumer trend of increasingly prioritizing safety, health and sustainability.

“ The North American market is one of the key markets for the Vietnamese food industry. The positive results at the fair have opened up opportunities for deeper cooperation in the future ,” Ms. Nguyen Thi Thu Thuy affirmed.

The presence of Vietnamese businesses at major trade events such as Private Label Show 2025 continues to strengthen the strategy of building the “Foods of Vietnam” brand in the international market, not only selling products but also selling Vietnamese reputation and consumer culture.

The Trade Promotion Agency hopes that this achievement will be a lever to help businesses expand orders, increase connections with large distribution systems and contribute to promoting sustainable export turnover in the coming time.

With the close support of the promotion agency and the determination to improve product quality, Vietnamese food products have the foundation to penetrate deeper into the US market, where the potential is still very open for businesses that dare to think big and invest methodically.

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