Distributing ST25 rice products (Mr. Cua rice) in Canada

ST25 rice, also known as Mr. Cua rice, is a famous fragrant rice variety of Vietnam, developed by farmer Ho Quang Cua in Thoi Lai district, Can Tho city. This rice variety has won many international awards and is recognized for its outstanding quality, white, fragrant and sticky rice grains.

ST25 rice is distributed in Canada through Asian food stores, supermarkets and e-commerce sites. This product is popular for its grain quality and unique flavor. Canadian consumers can find ST25 rice at online stores or Vietnamese fairs, which often carry imports from Vietnam.

ST25 rice. Photo: Bao An/Tin Tuc Newspaper

With about 7 million people of Asian descent, Canada has a high demand for rice. In the first 6 months of the year, the total amount of rice imported here reached more than 207 million USD, an increase of 5% over the same period in 2023. Vietnam is in the top 5 countries exporting the most rice to Canada, with the strongest growth rate of nearly 55% and reaching a turnover of about 6.5 million USD.

KD Trading, a logistics company owned by two young Vietnamese Canadians, has made efforts to learn and successfully become the sole distributor of ST25 rice (Mr. Cua's rice) in Canada. This event not only helps Vietnam's best rice brand in the world have the opportunity to expand its market abroad, but also helps us increase the market share of high-quality rice exported to Canada. Sharing with VNA reporters, KD Trading CEO Kevin Le said that to import Vietnam's ST25 rice into Canada, KD Trading conducted a very thorough survey of the market. He affirmed that KD Trading understands that the Canadian market currently has many different types of rice, so the company must have specific and long-term competitive strategies so that ST25 rice is accepted in this market. The reason for this business to bring ST25 rice to Canada is very simple. That is because our rice has special quality and is a premium rice. Vietnam has a long-standing rice civilization. KD Trading believes that ST25 rice will make a difference thanks to winning the world's best rice award twice in 2019 and 2023 and the business is very proud to be the only partner to bring this delicious rice brand to Vietnamese people as well as Asian consumers in Canada.

Currently, Mr. Cua's genuine ST25 rice is officially available on the shelves of retailers in Canada. Photo: Internet.

Commercial Counselor of the Vietnamese Embassy in Canada Tran Thu Quynh told reporters that in the past, we only focused on exporting low-value rice varieties such as Jasmine white rice, but with the efforts of overseas Vietnamese businesses, high-quality, branded rice varieties such as ST25 or Ong Cua rice have been introduced to this market. The fact that ST25 rice has affirmed its position in the Canadian market is an important step in expanding the Vietnamese rice brand to the world. Canada, with its diverse cuisine and demand for high-quality rice, is a potential market for ST25 rice. Vietnamese agricultural products, especially rice, are increasingly popular and trusted by international consumers thanks to their quality and safety. ST25 rice is not only popular due to its quality but also thanks to its effective marketing strategy, which helps raise awareness and build trust with consumers. Product promotion measures, participation in international food exhibitions, and building relationships with distributors in Canada have contributed to enhancing the presence of ST25 rice in this market. Hopefully, with continuous efforts, ST25 rice will continue to affirm its position and contribute to the sustainable development of Vietnamese agriculture in the global market./.

Thanh Tung