Vietnamese agricultural products, despite their high prices, remain in high demand.

Despite being priced similarly to imported fruits, in early April 2026, Moc Chau plums (Son La province) were still purchased by consumers in Hanoi to enjoy as a seasonal specialty.

Despite the high price, it still wins over consumers.

Surveys at several traditional markets in Hanoi's inner city show that early-season plums are quite commonly sold. However, the selling price is considered to be as high as that of imported fruits.

Ms. Tran Thi Dung, a fruit vendor on Xa Dan Street (Hanoi), said: Currently, the plums sold in Hanoi are mainly small plums from Lang Son and Moc Chau plums (Son La). While Lang Son small plums only cost 30,000-40,000 VND/kg, Son La plums, with their bright red skin and characteristic white powdery coating, contain about 25-30 plums per kilogram and cost between 170,000-180,000 VND/kg.

Plums from Son La are sold at traditional markets in Hanoi. Photo: Hoai Nam

Explaining why Son La plums are selling at prices comparable to high-end imported fruits like American grapes or Australian plums, which are being sold by import companies for 200,000 - 250,000 VND/kg, Ms. Nguyen Thi Hong, a small trader at Kim Lien market, said: High fuel prices have led to increased transportation costs, contributing to record-high retail prices in urban areas.

According to Tran Van Hong, director of Tien Dat Cooperative in Long Phieng commune (Son La province): This year's early-season plum harvest is less than last year's, due to unfavorable weather conditions resulting in lower yields. Farmers cultivating according to Global GAP standards produce higher-quality plums, fetching higher prices. Specifically, large, beautiful Global GAP plums are purchased at the orchard for 95,000 - 100,000 VND/kg, while smaller ones sell for around 60,000 - 80,000 VND/kg.

In reality, although the price of early-season plums is higher than the same period last year, this fruit is always in high demand. Ms. Nguyen Thi Lan, a fruit vendor at Kim Lien Market (Kim Lien Ward), said: "Every day I sell a whole hundred kilograms of Son La plums; some buyers purchase 2-3 kg, while others buy only 1 kg. It's not until mid-May or early June, when Son La enters its main harvest season, that Moc Chau plums will drop in price by 40-50% compared to the beginning of the harvest season," Ms. Lan predicted.

Consumers buy Son La plums at Co.op Mart supermarket. Photo: Hoai Nam

The online market is booming.

Not only are they in high demand in traditional markets, but at this time, Son La plums are also "making waves" on social media platforms like Zalo and Facebook with numerous posts advertising them at various prices and in diverse forms, from retail by the kilogram to boxed sets with chili salt, catering to the demand for convenient snacking and attracting many consumers' attention.

Ms. Mai Thi, an online fruit seller, shared: "I started selling early-season plums on my fanpage from the end of March. Initially, I imported a few dozen kilograms as a trial. I posted them in the morning, and by the afternoon, I had received 150 orders, exceeding demand. Customers placed orders so quickly that I had to disable comments and manually confirm orders via inbox. Most customers are office workers who order quickly for fear of running out of stock. Although sold on a social media 'marketplace,' the common price for Son La plums ranges from 90,000 to 120,000 VND/kg, while selected, large, beautiful plums (18-20 plums/kg) can reach 150,000 - 160,000 VND/kg, or even higher for 'VIP' batches."

A group selling Son La plums on Facebook. Photo: Hoai Nam

According to Tran Xuan Viet, Director of the Son La Provincial Center for Investment, Trade and Tourism Promotion: To support local people in selling their products, since 2021, Son La province has listed its plums on the Shopee e-commerce platform, allowing for distribution in Hanoi and Ho Chi Minh City. Listing products on e-commerce platforms is an effective approach that provides local people with additional markets during the peak harvest season.

According to Nguyen Thi Kim Dung, Director of Co.op Mart Ha Dong supermarket: "To bring Son La plums to consumers, for many years the Co.op Mart supermarket system has joined hands with the people of Son La to sell plums through the supermarket system. In 2025 alone, the Co.op Mart supermarket system sold approximately 300 tons of Son La plums through promotional weeks and product trials, helping consumers nationwide easily access Son La plums at preferential prices."

During this year's harvest season, Co.op Mart supermarket system is expected to continue supporting Son La people in selling their plums, while also offering various promotional programs to encourage consumers to buy Son La plums.

Regarding the market for Son La plums at the beginning of the harvest season, Tran Thi Phuong Lan, President of the Vietnam Retailers Association, stated: The high price of Son La plums at the start of the season has not reduced demand; in fact, many orchards have reported shortages. This shows that with its characteristic sweet and sour flavor, light crispness, and attractive appearance, Son La plums remain a popular fruit among consumers in the Vietnamese fruit market.

Source: https://hanoimoi.vn/nong-san-viet-gia-cao-van-dat-khach-745475.html