A programme on building a brand strategy for Vietnam’s food industry will help increase recognition of the country’s food products in the world market, thereby boosting the sector’s growth through stronger export.

At a workshop in Hanoi on October 4, Deputy Minister Industry and Trade Do Thang Hai said the building of a food brand strategy is part of the National Branding Programme, which aims to build and develop brands for Vietnam’s export commodities that boast high competitiveness.

Under the programme, companies will be given advice while promotion activities will be intensified to develop a national image for the food industry.

The Vietnam Trade Promotion Agency, CBI and EU-MUTRAP signing the MoU on cooperation in implementing the program

A memorandum of understanding on cooperation in implementing the programme was signed the same day by the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade, the Netherlands’ Centre for the Promotion of Imports from Developing Countries (CBI), and the European Trade Policy and Investment Support Project (EU-MUTRAP).

Bruno Angelet, Ambassador and Head of the EU Delegation to Vietnam, said the country has extensively integrated into global economies through an array of bilateral and multilateral free trade agreements. It has also made records in rice or coffee exports. Hence, brands will help improve those products’ competitiveness in global markets.

At the workshop, some food producers pointed out difficulties facing them while building food brands such as a shortage of high-quality plant and animal varieties, or farmers’ abuse of pesticides.

Many companies’ products are targeting the low- and middle-end segments, and it will not be easy for them to switch to the high-end segment. Domestic firms’ modest competitiveness is also another problem.

Bui Huy Son, Director of the Vietnam Trade Promotion Agency and the EU-MUTRAP Project, said to successfully build brands, companies should apply modern technology to minimise material loss and ensure food safety. They also need to do market research, diversify products to match the taste of each market, and consolidate distribution networks.

Source: VNA