The 2018 Livestock Law officially came into effect, marking a major shift in the restructuring of Vietnam's livestock industry. The law introduces many strict regulations, such as prohibiting livestock farming in urban areas, standardizing farm systems and waste treatment, requiring product traceability, and other factors aimed at sustainable development and raising industry standards. In this context, businesses with closed-loop production chains, applying modern technology, and practicing transparent management are considered to be better able to adapt.
The branded meat model solves the long-term problem for the industry.
Masan MEATLife (MML) has taken early steps to adapt to new standards through its integrated 3F (Feed - Farm - Food) meat value chain development strategy. This chain includes farms, animal feed factories, slaughterhouses, and modern processing facilities, aiming to tightly control the entire process from breeding stock to the final product.
European-standard chilled meat production line at the MEATDeli meat processing complex in Ha Nam .
The MEAT Ha Nam factory, operational since 2018, is a complex producing chilled meat according to European standards. With a capacity of 140,000 tons of meat per 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, aiming to expand processed meat production to 25,000 tons per year.
In addition, MML has invested in and operates a high-tech pig farm in Nghe An (200 hectares, capacity of 250,000 pigs/year), meeting GLOBALG.AP standards. This farm applies international standards for good agricultural practices and uses a biogas power generation system to self-supply energy, contributing to environmental protection and ensuring biosafety.
Competitive advantage from efficient policies and supply chains.
The reduction of import taxes on animal feed ingredients such as soybean meal to 0% is a significant short-term boost. This helps businesses reduce input costs, creating room for them to improve price competitiveness and increase profit margins.
Furthermore, the long-term challenge for the meat industry lies not only in raw material costs but also in building consumer trust in safe, traceable, and palatable meat products. MML's integrated 3F (Farm-to-Feast) chain model is demonstrating its ability to solve this problem with seamless control from farm to table, a direction aligned with modern consumer trends.
MEATDeli's chilled meats are fresh, tender, and juicy thanks to our 3-step European-standard chilling process.
Processed meat: A driver of growth and market share expansion.
According to its Q1/2025 report, Masan MEATLife recorded revenue of VND 2,070 billion, a 20.4% increase compared to the same period last year. Of this, revenue from the meat segment increased by 22.5%, thanks to persistently high pork prices and strong growth in the processed meat segment.
MML is actively promoting its processed meat segment with brands like Ponnie and Cowboy Pork, currently achieving average monthly revenue of VND 240 billion. These products focus on the mid-to-high-end segments, offering better added value and aligning with consumer trends for convenience, safety, and quality.
In addition, the partnership with WinCommerce, a retail chain belonging to Masan Group, continues 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 chilled meat at MEATDeli.
WinCommerce expects the proportion of processed meat revenue 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 strengthen its position in the modern channel. To fully exploit the value chain, reduce waste, and expand business opportunities, MML will continue to expand its product portfolio with items such as boneless pork belly, versatile pork belly, and grilled meat products with Chin-Su sauce for picnics.
Following its restructuring, MML has achieved profitability for three consecutive quarters and has clearly defined its product portfolio. The company aims for revenue of VND 8,250-8,750 billion in 2025, representing an 8-14% year-on-year growth. Of this, the processed meat segment is expected to contribute 36-37% of total revenue and become the mainstay of profitability.
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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