'New star' on the export map

Official exports to the Chinese market help durian become a 'new star' in the fruit industry, opening up a direction for sustainable development and building a national brand.

Rise to the main force

In recent years, agricultural exports have recorded many positive signals, especially in the fruit group. Many key products such as durian, passion fruit, dragon fruit, bananas, etc. have successfully opened their doors to large markets such as China, Korea, Japan, etc. and recently, Australia.

According to Mr. Vo Tan Loi, Chairman of the Tien Giang Durian Association (Dong Thap province), this achievement marks an important turning point for the fruit industry in general and durian in particular.

“Since being officially exported to China, the export value of durian has grown dramatically, bringing in large revenues for farmers and businesses. In 2024, durian became the highest-valued export fruit in the agricultural product group, far exceeding the expectations of many people,” Mr. Loi shared.

Mr. Vo Tan Loi, Chairman of Tien Giang Durian Association ( Dong Thap province). Photo: Minh Dam.

However, this industry also faces many challenges. The import market is increasingly strict, requiring production to follow strict processes from growing area codes, traceability, to food safety standards. "We cannot consider opening the market as the final destination but must consider it as a driving force for more professional and sustainable production," he emphasized.

From a local specialty product, durian has risen to the ranks of key agricultural exports, alongside rice, coffee, cashew nuts and seafood. In just a few short years, durian export value has increased from several hundred million USD before 2022 to more than 2 billion USD/year, the most impressive growth rate among fruits.

The signing of the official export protocol to China has opened a wide door for our country's durian to compete directly with Thailand, Malaysia and the Philippines.

“Our country has rare natural advantages, diverse climate, fertile land and the ability to cultivate durian all year round in many ecological regions. Ri6 and Dona durian varieties grown in the Mekong Delta, Central Highlands and Southeast have a distinctive flavor and thick flesh, suitable for Asian consumers. The important thing is that the product is not only competitively priced but also highly appreciated for its quality,” said Mr. Loi.

Deputy Minister Hoang Trung visits a durian garden in Long Tien commune, Dong Thap province. Photo: Minh Dam.

Four "pillars" create momentum for breakthrough

Mr. Vo Tan Loi said that the remarkable growth of Vietnamese durian is not accidental, but is the result of many simultaneous factors.

Firstly, the open-door policy and trade integration. The 2022 Protocol on Official Exports to China is considered an important turning point for the durian industry, helping to make a strong breakthrough in scale and value. In addition, the State's promotion of building codes for growing areas, traceability and technical support also creates a solid legal foundation for the production chain.

The second is the natural advantage and diversity of growing areas. Our country can grow durian all year round in many different regions, from Dak Lak, Lam Dong, Dong Nai to Dong Thap, Vinh Long, Can Tho . This helps stabilize the supply, reduce seasonal risks, and at the same time opens up opportunities to build concentrated raw material areas that meet international standards.

Third is the role of associations and management agencies. The Tien Giang Durian Association and other industry organizations have become a bridge between farmers, businesses and management agencies. Technical training programs, trade promotion and brand protection are regularly implemented, contributing to the formation of a more closely linked and professional chain.

Fourth, market demand and favorable consumption trends. Asian consumers are willing to pay a high price for fresh, delicious fruits with clear origins. This trend creates a great driving force for our country's durian industry to continue to expand its scale, improve quality and target higher-end markets.

Checking the “age” of durian before harvesting. Photo: Minh Dam.

Challenges ahead

In addition to the remarkable achievements, the fruit industry still faces many fundamental problems. First of all, the quality of products is not consistent, the scale of production is still small, leading to difficulty in tracing the origin and violating food safety standards in some places. Some areas have developed massive acreage beyond the ability to control the growing area code, causing warnings or temporary suspension of imports.

In addition, post-harvest processing and preservation capacity is still weak. Most Vietnamese fruits are still exported fresh, while the rate of deep processing is very low. Cold storage systems, freezing technology and cold logistics do not meet requirements, reducing product value and making the industry vulnerable to market fluctuations.

“To develop sustainably, we must invest heavily in processing technology, build freezing factories, and develop value-added products such as frozen durian, ice cream, cakes, soft drinks, etc.,” Mr. Loi suggested.

In addition, relying too heavily on one market, especially China, will pose great risks. The solution, according to Mr. Loi, is to diversify the market to potential regions such as Japan, Korea, Europe, the Middle East, and the US; at the same time, standardize quality according to international standards to easily access more demanding markets.

In the region, Thailand and Malaysia are still the “giants” in the durian industry, possessing strong brands and complete supply chains. However, our country has a significant advantage in production costs, geographical location near China to help save on logistics, and the ability to supply all year round.

“Our weaknesses are that the national brand is still young, the quality is not really consistent and the standard management is sometimes not strict. But if we can overcome this, our country can completely rise to a competitive position on par with the region,” Mr. Loi affirmed.

It is time to build a brand for Vietnamese durian. Photo: Minh Dam.

Towards national brand

The Tien Giang Durian Association is implementing many programs to improve production capacity and export value. In particular, it focuses on training on sustainable farming techniques, supporting the development of growing area codes, VietGAP/GlobalGAP certification, promoting links between farmers, cooperatives and businesses. At the same time, the Association also participates in trade promotion, market connection and supporting the building of local brands.

Mr. Vo Tan Loi sent the message: “Don’t consider export as a matter of luck, turn it into a system. Only when all stages, from production to consumption, are organized systematically and clearly traceable, can we stand firm in the international market.”

According to him, for the Vietnamese durian industry to maintain its growth momentum and develop sustainably, each actor in the chain needs to change. Enterprises invest long-term in brand and management capacity. Cooperatives and farmers improve their farming skills according to international standards. Management agencies and associations accompany each other to provide technical, legal and trade promotion support.

From the initial success, Mr. Loi believes that it is time for our country to build a national branding strategy for durian, similar to what Thailand did with Monthong or Malaysia with Musang King. When the brand is clearly positioned, each Vietnamese durian not only has economic value but also symbolizes the quality, reputation and efforts of farmers in the global market.

“Quality, reputation and professionalism are the ‘passports’ for our country’s durian to confidently enter major markets. We, those in the industry, will continue to accompany, connect and enhance the value of each Vietnamese agricultural product,” Mr. Vo Tan Loi affirmed.

Source: https://nongnghiepmoitruong.vn/ngoi-sao-moi-tren-ban-do-xuat-khau-d780757.html