Vietnamese trade offices abroad boost lychee export campaign
Vietnamese trade offices abroad boost lychee export campaign
Vietnamese lychees have hit supermarket shelves in France, the Czech Republic, the Netherlands, Japan and Singapore with the help of Vietnamese trade offices abroad.
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Vu Anh Son, head of the Vietnam Trade Office in France: Product quality affirmation
Following the direction of the Ministry of Industry and Trade, the Vietnam Trade Office in France implemented a project to help Vietnamese businesses join foreign distribution systems. A series of trade promotion activities was organized to introduce Vietnam’s agricultural products to supermarkets, distribution systems and wholesale markets.
The Vietnam Trade Office in France has coordinated with the Vietnam Trade Promotion Agency to seek more firms in Vietnam meeting requirements of the European market, in an endeavor to bolster export of agricultural products in general, and lychees in particular.
In the difficult context of the Covid-19 pandemic, lychee orders placed by France have cleared doubts about Vietnam’s supply capacity, affirming the brand and product quality in the international market.
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Tran Thu Quynh, Vietnamese Commercial Counselor in Singapore: Various forms of advertising
Singapore is a small market with a population of less than six million people, but has a large demand for lychees. In the culture of the Chinese, which form the main ethnic group in Singapore, lychees are crowned “lucky fruit”.
To promote consumption of lychees in the Singaporean market, the Vietnam Trade Office in Singapore printed publications to introduce Vietnamese lychees to local consumers, while its website posted an article on the history of the fruit. In addition, the Vietnam Trade Office in Singapore invited a Singaporean expert to convince importers that Vietnamese lychees have outstanding quality.
Although Vietnamese lychees have only been on the shelves of Singaporean supermarkets since 2020, they have made a strong impression on local consumers thanks to their high quality and reasonable prices.
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Vo Thi Ngoc Diep, Vietnamese Commercial Counselor in the Netherlands: Origin tracing stamp gives an advantage
The Vietnam Trade Office in the Netherlands cooperated with the LTP Import Export BV and Thanh Hung supermarket to organize a campaign with the slogan “Vietnam fresh golden lychees - Taste it, love it” in order to introduce Vietnamese lychees to local consumers.
While local consumers are enthusiastic about Vietnamese lychees, exports to the Netherlands have faced many difficulties as this fruit has yet to meet all Dutch import requirements and standards. In addition, businesses need to take advantage of the opportunity to introduce Vietnamese fresh lychees to consumers before Chinese lychees are exported to this market. The introduction of Vietnam’s itrace247 origin tracing stamp also gives lychees an advantage in the Netherlands.
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Ta Duc Minh, Vietnamese Commercial Counselor in Japan: Maintaining export market by product quality
Japan is a market with high standards of food safety and hygiene, especially for imported farm produce and seafood products. Therefore, it took Vietnam more than five years to discuss, negotiate and implement strict regulations and standards from the lychee variety selection, registration of planting areas, fertilization, pest control and harvesting to the search for export partners and price negotiation in order to successfully export to the Japanese market. It is necessary to ensure product quality in order to maintain the brand and the market.
In addition, introducing and promoting the image of Vietnam’s agricultural products in general and lychees in particular in the Japanese market also plays an important role. The Vietnam Trade Office in Japan will coordinate with the Vietnam Trade Promotion Agency, relevant departments and agencies and businesses as well as Japan’s supermarket chains and distribution channels to promote consumption of Vietnam’s agricultural products in the Japanese market.
