Canadian Agricultural and Food Exhibition: Promoting Vietnam-Canada culinary and trade cooperation

Typical Canadian products were introduced at the event. (Photo: Embassy of Canada in Vietnam)

At the event, guests had the opportunity to enjoy many signature dishes, watch cooking demonstrations and participate in interactive activities, recreating the “farm to table” spirit - the outstanding value of Canada's agri-food industry.

The program contributes to raising awareness among Vietnamese consumers and the food industry about Canada's strengths in producing high-quality, sustainable, and diverse agricultural and seafood products across all four seasons; and at the same time affirms Canada's commitment to promoting culinary and business cooperation in Vietnam through branding and networking activities.

This is part of the Canada Brand campaign, a program launched by Agriculture and Agri-Food Canada (AAFC) in 2006 to increase awareness and differentiate Canadian food products in the global marketplace.

Under the “Pivot to Digital” orientation, the program is strongly developed in the direction of taking advantage of digital marketing and e-commerce opportunities. Vietnam is one of the pilot markets selected for this initiative from 2023, with the slogan: “Canada, Fish is good!”.

Canadian Ambassador to Vietnam Jim Nickel speaks at the event. (Photo: Embassy of Canada in Vietnam)

Mr. Jim Nickel, Canadian Ambassador to Vietnam emphasized: “Canada is proud to produce world- class agricultural and food products, renowned for their superior quality and safety.”

According to the Ambassador, Canadian food is grown and processed in one of the cleanest and healthiest environments in the world, within one of the most stringent food safety systems.

Ambassador Jim Nickel expressed his hope that more Canadian agricultural products will be present in the Vietnamese market, meeting the growing needs of consumers.

Diverse, high-quality Canadian agricultural products are introduced at the program. (Photo: Embassy of Canada in Vietnam)

He said that Canada and Vietnam maintain a strong and growing trade relationship as partners in the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP). “Thanks to this agreement, Canadian agricultural products are now more accessible than ever to Vietnamese customers,” the Ambassador affirmed.

Trade relations between Canada and Vietnam continue to grow strongly. Vietnam is now Canada’s leading trading partner in ASEAN; Canada is among Vietnam’s top 10 import markets.

The CPTPP Agreement, which took effect in 2019, has helped Canadian agricultural products become closer to Vietnamese consumers in terms of both quality and price.

Ambassador Jim Nickel personally stood in the kitchen to demonstrate the preparation of Canadian dishes. (Photo: Embassy of Canada in Vietnam)

In 2024, two-way trade between Vietnam and Canada will reach CAD 15.7 billion, up from CAD 14.1 billion in 2023; Canada is among Vietnam's top 10 largest export markets. Canada's direct investment in Vietnam will reach CAD 5.4 billion; investment from Vietnam to Canada is estimated at CAD 27 million.

Vietnam is also Canada's largest trading partner in ASEAN by 2024. The Vietnamese student community ranks 8th among international student groups in Canada; Canadian educational institutions are actively expanding cooperation in Vietnam.

Regarding agricultural and aquatic products, Vietnam imported more than CAD 550 million worth of products from Canada in 2024, becoming Canada's second largest export market in ASEAN.

Guests enjoyed many typical Canadian dishes at the program. (Photo: Embassy of Canada in Vietnam)

Vietnam is the fastest growing agri-food market in the ASEAN region with a compound annual growth rate of 12.5%, driven by rising consumer demand, expanding food processing and a preference for high-quality imported ingredients. This is a great opportunity for Canadian suppliers with the advantage of safe, reliable and sustainable products.

The two countries established a Joint Economic Committee in January 2022 to further promote bilateral trade and economic relations. The Canada Brand program continues to support businesses through identity tools, images, slogans, and trade promotion activities in many markets, including Vietnam.

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