During the summer, many fruits enter their main harvest season, leading to abundant supply and increased consumer demand. However, many farmers remain apprehensive about price fluctuations, rising investment costs, and the pressure to find stable markets for their produce.
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| Summer fruits are in their peak harvest season, resulting in abundant supply. |
A wide variety of fruits from the garden to the market.
According to many small traders, when the peak season arrives, the amount of fruit flooding the market increases sharply, but prices tend to decrease. Purchasing power usually increases significantly during holidays, full moon days, or weekends, while on normal days, prices don't fluctuate much.
At Vinh Long market, a wide variety of fruits such as rambutan, plums, dragon fruit, durian, jackfruit, oranges, etc., are on display. Prices range from approximately 25,000 VND/kg for dragon fruit; 15,000-35,000 VND/kg for pomelo; 25,000-60,000 VND/kg for rambutan; 25,000-50,000 VND/kg for Ri 6 durian; 35,000-85,000 VND/kg for mangosteen; 55,000-60,000 VND/kg for custard apple; 60,000 VND/kg for mandarin oranges; 60,000 VND/kg for lychee; and 70,000-80,000 VND/kg for mangosteen…
Prices of fruits such as mangoes, jackfruit, longan, and especially durian have decreased compared to the same period last year. However, the abundant supply also opens up opportunities for consumers to access agricultural products at more reasonable prices. Ms. Tran Thi Kim Vang, a small trader at Tan Hanh Market (Tan Hanh Ward), said that the hot weather has slightly increased the demand for cooling fruits, but preserving goods has also become more difficult.
"The hot weather causes fruit to lose moisture easily, so sellers have to calculate the appropriate amount to import. If they import too much and encounter unpredictable weather or reduced demand, they will easily suffer losses. I usually import just enough to sell for the day to ensure freshness," said Ms. Vang.
In the face of increasing competition, many small business owners are proactively changing their business methods. Besides retail sales, some businesses are developing additional services such as custom fruit basket packaging and designing products for gifts at events.
Ms. Nguyen Thi Thu Cuc, a small business owner at Vinh Long market, said: “Besides quality, customers are more interested in the appearance of the products. In addition to selling directly, I offer fruit basket packaging services and delivery support to retain regular customers. Many consumers also prefer domestic fruits because of their increasingly good quality and reasonable prices.”
According to small traders, combining promotions, home delivery, and diversifying sales methods is contributing to expanding the market for local fruits, especially during peak season.
Expectations for the new harvest
These days, in many fruit-growing areas, the harvesting atmosphere is becoming bustling. Ms. Nguyen Thi Cam Cung (Tan Bien hamlet, Tan Quoi commune) currently has about 4 acres of land with nearly 100 Monthong durian trees that are in the fruiting stage.
According to Ms. Cung, last year the orchard yielded about 30 fruits per tree, with a harvesting period lasting about 110 days, and the peak selling price reached 70-80 thousand VND/kg. However, this year the price has dropped by almost half while the costs of fertilizer, pesticides, and labor have all increased sharply.
“Durian is a crop that requires a lot of care and production costs. During harvest time, there are cases where traders compete for supply, so they offer quite high purchase prices to build trust with farmers. But later, when the market fluctuates or supply increases, negotiating prices can become more disadvantageous for producers if they depend on a single buyer. Farmers just hope for more stable prices so they can confidently reinvest for the next season,” Ms. Cung shared.
For export-oriented fruits, especially durian, price fluctuations are creating a need for systematic production development linked to stable consumer markets. The agricultural sector is determined to continue planning planting areas suitable to soil conditions, limiting spontaneous development in areas outside of planned zones. At the same time, it will strengthen support for connecting export businesses with registered planting areas, aiming to form a stable consumption chain, contributing to reducing dependence on middlemen and mitigating the risk of price manipulation.
According to Ms. Nguyen Thi Hong Phuong, a specialist from the Economic Department (Tan Quoi Commune People's Committee), as of the first quarter of 2026, the locality currently has over 1,300 hectares of orchard land, of which over 980 hectares are dedicated to fruit-bearing crops such as jackfruit, durian, and longan, with an estimated yield of approximately 35,000 tons. In addition, the commune has renovated about 6 hectares of low-yield orchards to convert them to more suitable agricultural models.
According to the Tan Quoi Commune People's Committee, in the coming time, the locality will continue to coordinate and organize training on production techniques, while strengthening connections with businesses that use local agricultural products to create stable outlets and increase economic value for the people.
Strengthening consumer connections
Not only at markets, but also supermarkets and stores are simultaneously launching promotional programs to stimulate consumer demand for summer fruits. From May 14th to 27th, the Saigon Co.op system is implementing the "Thank You to the Diligent Homemaker" program throughout its entire network.
The highlight of the program is the "Summer Fruit Festival" and the "Tropical Vegetable Festival," featuring many seasonal agricultural products at discounted prices, with fruits such as apples, kiwis, green grapes, Six Ri durian, plums, lychees, and cantaloupes... discounted by up to 15%.
According to Mr. Pham Phuoc Trai, Deputy Director of the Department of Industry and Trade, in the context of an increasingly competitive market, expanding distribution channels and building sustainable links between raw material areas and modern distribution systems plays a crucial role in the output of local agricultural products. The industry and trade sector will continue to play a bridging role, directly connecting farmers, cooperatives, and businesses with the purchasing departments of modern retail systems to reduce intermediaries, helping to increase the value of agricultural products in production areas and enhance their competitiveness when reaching consumers. Support will not only focus on initial connection activities but will also continue to accompany the process of contract implementation, resolving difficulties related to logistics, and maintaining a stable supply. The goal is to create conditions for agricultural products from growing areas to "reach the shelves" of supermarkets and convenience stores.
According to Pham Phuoc Trai, Deputy Director of the Department of Industry and Trade, in the coming time, the industry and trade sector will continue to promote trade activities, connect supply and demand, support businesses and cooperatives in expanding their consumption markets inside and outside the province; and at the same time strengthen the integration of local agricultural products into modern retail systems. Through this, the aim is to gradually build a sustainable outlet for local agricultural products, reduce dependence on traders, and enhance the value of the production chain.
Text and photos: THAO TIEN
Source: https://baovinhlong.com.vn/kinh-te/thuong-mai-dich-vu/202605/trai-cay-vao-vu-chinh-nguon-cung-doi-dao-8554cf6/
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