Building a brand to increase competitiveness

In recent days, "durian" has become a hot topic of interest to many people, because this fruit has officially become a new billion-dollar industry in our country. However, the issue of sustainable development, brand building and increasing the competitiveness of Vietnamese durian in the international market has also been raised.

At the forum "Identifying the current situation of durian consumption and export linkage in 2023 and solutions for effective and sustainable development of the Vietnamese durian industry", Ms. Nguyen Thi Thu Huong - Deputy Director of the Plant Protection Department (Ministry of Agriculture and Rural Development) - recently said that Vietnamese durian does not only focus on the Chinese market, but has been exported to 24 markets.

In the first 8 months of 2023, the volume of fresh durian exported reached more than 300,000 tons, while frozen durian also had 23 export markets. This proves that Vietnam's durian market is relatively diverse and has a lot of potential for export.

Durian becomes Vietnam's billion-dollar fruit (Photo: Tam An)

"The Plant Protection Department continues to open the market for durian to the Indian market - a market with a billion people and a lot of potential," said Ms. Huong. But to export to India as well as other markets, we must ensure the production organization as well as the quality of durian.

Regarding the Chinese market, she said that this is the largest market, with the most specific and strict regulations for durian. Accordingly, the growing area must be registered; pests must be managed; produced according to a complete process with supervision by the management agency; and traceability records must be ensured...

Similarly, packaging facilities must also ensure one-way rules; ensure adequate zoning; require complete records of pest management and traceability.

In the coming time, the Plant Protection Department will focus on solutions to make information and databases transparent; complete technical instructions; complete industry documents to have standards from varieties, fertilizers, cultivation, brand recognition... to production techniques for people to conveniently use.

Ms. Huong noted that the brand of each enterprise is very important. Snatching and counterfeiting shipments will lead to the loss of the Vietnamese durian brand, and reputable businesses will also be affected.

"So, if any unit or facility in a growing area discovers a case of impersonating a growing area code, it should immediately report it to the local Plant Protection Department for immediate solutions. No one can protect their brand better than themselves," she emphasized.

Experts say that it is necessary to pay attention to the issue of branding to increase recognition as well as increase competitiveness for Vietnamese durian (Photo: Tam An)

According to her, currently, Vietnamese durian competitors such as Thailand, Malaysia, Philippines... are continuously investing in science and technology. They have built their brands and positioned themselves in the international market. If we keep resting on our laurels, lulling ourselves into thinking we are number 1 and the only one, we risk losing right from the start.

She hopes that in the coming time, farmers and businesses will together enhance their community responsibility, comply with the regulations of Vietnam and exporting countries; and cooperate and support each other to build the Vietnamese durian brand. Only then will Vietnamese durian develop sustainably and compete in the international market.

Mr. Nguyen Quoc Toan, Director of the Center for Digital Transformation and Agricultural Statistics, admitted that durian has grown rapidly over the past few years. However, he said that it is necessary to look directly at the problem that our industry has fallen behind regional countries such as Thailand, Malaysia, and the Philippines, so it is necessary to have appropriate responses to increase competitiveness in the international market.

According to him, it is necessary to build a policy framework and appropriate standards in the current context. In addition to fresh products, the industry also needs to develop more processed products, while closely planning the development of durian growing areas nationwide.

In the journey to raise the level of Vietnamese durian, Mr. Toan does not forget the role of the media. This will be the starting point for farmers to be more independent in the cultivation process, buying and selling decisions, and at the same time, for suppliers, processors, and processors to have a closer look at market demands.

In addition, he suggested paying more attention to other markets, through new generation FTAs. Because Vietnam has participated in many trade agreements such as: CPTPP, EVFTA, RCEP, along with participating in large communities such as ASEAN, Eurasian Economic Union. This is the room for durian to grow further in export value.

According to Minister of Agriculture and Rural Development Le Minh Hoan, the strategy for agricultural and rural development is expressed through “cooperation - association - market”. Therefore, if we want the durian industry in particular and other industries in general to develop, we must reorganize the industry structure sustainably. In which, there must be the presence of both production and consumption, meaning farmers and businesses. Reorganizing production is not simply about improving planting techniques but creating a space for farmers and businesses to sit together.

It is time for us to combine tightening management in production and industry chains because the durian industry is the image of Vietnamese agriculture, the Minister emphasized.

Peace of Mind

Fighting to buy billion-dollar fruits . In the morning, Mr. A paid 90,000 VND, in the afternoon, Mr. B paid 100,000 VND/kg of durian, "brokers" competed to inflate the price. The alliance has completely failed, domestic enterprises are "fighting" and losing at home.

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