The 2018 Law on Livestock officially came into effect, marking a major step forward in the restructuring of Vietnam's livestock industry. The law sets out many strict regulations such as banning livestock farming in urban areas, standardizing the system of barns, waste treatment, requiring traceability of products, factors towards sustainable development and improving industry standards. In that context, businesses with closed production chains, applying modern technology and transparent governance are considered to have better adaptability.
Branded meat model solves long-term problems for the industry
Masan MEATLife (MML) has taken early steps to adapt to new standards through its 3F (Feed - Farm - Food) integrated meat value chain development strategy. This chain includes farms, animal feed factories, modern slaughterhouses and processing facilities, to strictly control the entire process from breeding stock to final products.
European standard chilled meat production line at MEATDeli meat processing complex in Ha Nam .
MEAT Ha Nam factory, which has been in operation since 2018, is a chilled meat production complex according to European standards. With a capacity of 140,000 tons of meat/year, the factory has achieved BRC certification - a global standard for food safety. In 2020, MML continued to put into operation the MEATDeli Saigon factory in Long An , with a similar capacity and aims to expand processed meat output to 25,000 tons/year.
In addition, MML invested in operating a high-tech pig farm in Nghe An (scale of 200 hectares, capacity of 250,000 pigs/year), meeting GLOBALG.AP standards. This farm applies international standards on good agricultural practices, and uses a biogas power generation system to self-supply energy, contributing to environmental protection and ensuring biosafety.
Competitive advantage from effective policies and supply chains
The reduction of import tax on animal feed ingredients such as soybean meal to 0% is a significant short-term support factor. This helps businesses reduce input costs, creating room for businesses to improve price competitiveness and improve profit margins.
In addition, the long-term challenge of the meat industry is not only the cost of raw materials, but also building consumer trust in safe meat products with clear origins and suitable tastes. MML's 3F integrated chain model is showing its ability to solve this problem with control throughout from farm to table, a direction that is in line with modern consumption trends.
MEATDeli fresh and juicy fermented meat thanks to the 3-step European standard fermentation process.
Processed Meat: Growth Drivers and Market Share Expansion
According to the first quarter 2025 report, Masan MEATLife recorded revenue of VND 2,070 billion, up 20.4% over the same period. In which, revenue from the meat segment increased by 22.5%, thanks to the high price of live pigs and strong growth from the processed meat segment.
MML is actively promoting the processed meat segment with brands such as Ponnie and Heo Cao Boi, currently achieving an average revenue of VND240 billion/month. These products focus on the mid- and high-end segments, bringing better added value and in line with the trend of convenient, safe and quality consumption.
In addition, the partnership with WinCommerce, a retail chain under Masan Group, continued to be effective. Average revenue per point of sale increased by 24.9%, thanks to the widespread distribution system at WinMart, WinMart+, and WiN stores.
Consumers shop for MEATDeli cured meat.
The company expects the proportion of processed meat revenue at WinCommerce to increase from 16.6% to 20% in 2025, and to reach 40% in the long term. This is considered one of the strategic steps to consolidate its position in the modern channel. In order to fully exploit the value chain, reduce waste and expand business opportunities, MML will continue to expand its portfolio with products such as rib-free pork belly, multi-purpose pork belly, grilled meat products with Chin-Su sauce for picnics.
After the restructuring period, MML has had 3 consecutive profitable quarters and clearly defined its product structure. The company targets revenue of VND8,250-8,750 billion in 2025, an increase of 8-14% over the previous year. Of which, the processed meat segment is expected to contribute 36-37% of total revenue and become the mainstay of profit.
Source: https://dantri.com.vn/kinh-doanh/masan-meatlife-tung-buoc-giai-bai-toan-dai-han-bang-mo-hinh-tich-hop-khep-kin-20250618202402365.htm
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