return icon

Made-in-Vietnam stamp changes mindset of buyers of organic fruit

In Vietnam, there are countless famous and delicious specialty fruits. One day soon Vietnam will have more high-class fruit brands that attract domestic and international consumers.


In late June this year, while plums in many localities went unsold, and prices fell sharply due to the impact of the Covid-19 epidemic, the plums of Moc Chau (Son La province) sold for VND 250,000 per kilo.



For two years now, every Tet (lunar New Year) holiday, instead of buying expensive imported fruits, Mr. Nguyen Hoang Minh (Dong Da district, Hanoi) chooses Vietnamese fruits as gifts for his partners. For the first time, it took him more than a week to search and ask his friends to buy 50 boxes of yellow passion fruit from Son La province.

A box of this sweet passion fruit consists of only 15 fruits, but the price was up to 300,000 VND, many times more expensive than the common passion fruit sold on the market. However, Minh was very satisfied because the fruit were all big, beautiful, juicy, with the traceability label, each fruit wrapped in a foam net and placed in a luxury gift box.

The stamp for "made in Vietnam" high-end products

Nearly three years ago, in Luc Ngan (Bac Giang), the kingdom of lychee in northern Vietnam, an enterprise that owns a system of fruit shops in Hanoi cooperated with local gardeners to grow lychee under organic standards. In the harvest season, the firm sent its staff to the gardens to harvest lychees.

This firm not only sold lychee by the kilo but also “high-end” products. The organic lychees were carefully selected, and packed in paper boxes ordered from Japan. The lychees were placed on a golden silk background. Outside the box was a traceability stamp. Customers only needed to use their phones to look up the software to find all the information about the product.

A box of 12 organic lychees sold for VND 200,000 (about VND 17,000/fruit). This sky-high price immediately caused a stir in the market, because people used to buy lychee by weight, even for only VND10,000-20,000/kg.

This company only offered 500 boxes of luxury lychees on the domestic market and the product immediately sold out.

In late June this year, while plums in many localities went unsold, and prices fell sharply due to the impact of the Covid-19 epidemic, the plums of Moc Chau (Son La province) sold for VND 250,000 per kilo.

Mr. Ha Nhu Hue, Director of the Department of Agriculture and Rural Development of Son La province, said that this was the first time the province cooperated with enterprises to offer high-class plum products.

Plums were carefully selected from the plum orchards grown according to organic standards, GlobalGAP. In these orchards, plum trees are planted 5-6m from each other so that the trees can fully absorb sunlight. Their canopies are trimmed and the number of fruits is reduced so that fruit will be bigger. Plums are classified at the garden based on their size and quality. After harvesting, plums are inspected for food quality and safety, then canned and shipped to the distribution system.

Son La province has become a large fruit basket in the Northern region of Vietnam serving the domestic market as well as for export. However, its specialty fruits are still in the "popular" segment, while the high-end segment is still unexplored.

After the success of the plums this year, the authorities of Son La province will develop more high-quality agricultural products to supply the domestic market and for export, Hue said.

Regaining the domestic market for luxury products




Currently, the area of fruit trees in Vietnam is about 1.14 million hectares, and the total fruit output is estimated at 12.6 million tons/year. There are many kinds of fruits that are top in the world in both output and export.

Vietnam’s fruit has been exported to 60 countries. Last year the country earned US$3.5 billion from this product line. However, Vietnam’s fruits can only meet the popular segment in both the domestic and export markets. Meanwhile, the high-end segment on the domestic market is now dominated by imported fruits.

In January-October period of 2021, Vietnam spent $1.201 billion to import vegetables and fruits, up 14.7% over the same period in 2020.

In recent years, the market for high-end imported fruits has been bustling. Although there are no specific statistics, according to some distribution systems, imported fruits priced several hundred thousand dong, even several million dong per kilogram, are being particularly favored by the wealthy.

The stories of Japanese Ruby Roman grapes selling for 11 million VND, Japanese red mangoes priced at 1.5-2 million VND/fruit, Colombian passion fruit priced at 120,000 VND/fruit have become common.

In fact, wealthy Vietnamese spend a lot of money on imported fruits, especially high-class imported fruits. Insiders say that Vietnamese farmers and cooperatives should shift to producing high-quality fruit branded "made in Vietnam" to regain domestic market share.

Ms. Nguyen Ngoc Huyen, CEO of MiaFruit, said that in the first season her company cooperated with farmers in Na Ka valley (Moc Chau) to produce high-grade Ruby plums, which not only sold well at home but got many orders from foreign clients.

At supermarkets in Singapore, Ruby plums sold for about 300,000 VND/kg. In Malaysia, the fruit sold for 216,000 VND/kg. "Made in Vietnam" Ruby plums can compete with American and Australian plums, Huyen said.

In Vietnam, there are countless famous and delicious specialty fruits. One day soon Vietnam will have more high-class fruit brands that attract domestic and international consumers, she said, if we know how to build a brand based on production, cultivation, processing, and commodity standards, geographical indications; and cultural stories, emotions, and images that make a difference.

Tam An

Vietnamese fruits sell for sky-high prices in world market

Vietnamese fruits sell for sky-high prices in world market

2021 has been a fruitful year for Vietnam’s agriculture as many farm specialties have entered choosy markets.

Vietnam ought to improve fruit quality for exports

Vietnam ought to improve fruit quality for exports

The export value of vegetables and fruits reached at US$3.2 billion in 2020 and fruits account for 80 percent of export turnover.



Human rights promoted in labour, social, gender equality aspects

Vietnam Airlines reopens regular flights to China from December 9

Vietnam Airlines' flight VN 502 departed from Ho Chi Minh City to Guangzhou at 9:55 am on December 9, marking the carrier's first regular commercial flight between Vietnam and China after a nearly three-year disruption due to the COVID-19 pandemic.

Trial on Alibaba Company’s scam, money laundering begins

The People's Court of HCM City, on the morning of December 8, opened the Court of First Instance on the case of fraudulent appropriation of property and money laundering at Alibaba Real Estate Joint Stock Company, referred to as Alibaba Company.


VN attracts nearly US$500 million in start-up ecosystem in 9 months

Opening the Internet in Vietnam: a brave decision

Former Deputy Prime Minister Nguyen Khanh said Vietnam could have opened the internet sooner but it needed to prepare well in technique, human resources, policies, and more importantly, ideology.

'Make in Vietnam' instrumental in going global

Digital technology industry as a bright spot in the economy with an industry-wide revenue of $148 billion, up 10 per cent against 2021.

'La Nina' likely to cause severe cold weather next month for third year running

The average temperature this month could be lower than the previous years by half a degree. Temperatures next month will be similar to previous years.

Two Vietnamese films up for consideration at Oscars

Two Vietnamese movies have been named among Animated, Documentary and International Features nominees for consideration at the 95th Academy Awards (Oscars), as announced by the Academy of Motion Picture Arts and Sciences (AMPAS).

The firefighters who died for others

Four months have elapsed since the day the three firefighters of the Cau Giay District Police in Hanoi sacrificed themselves in service, but their parents, wives and children’s sadness has not subsided.

Reviving investors’ confidence key to restoring bond market health: experts

While it is urgent to tackle the liquidity problem, a fundamental solution is regaining investors’ confidence and stabilising the corporate bond market, experts said.

Prime Minister starts official visit to Luxembourg

Prime Minister Pham Minh Chinh landed at Findel Airport this morning (local time), starting his official visit to Luxembourg at the invitation of Luxembourger Prime Minister Xavier Bettel.

Vietnam co-hosts seminar on UNCLOS’s outcomes

Vietnam, in coordination with Greece, Egypt and Senegal, on December 8 hosted a workshop on achievements and challenges since the adoption of the 1982 United Nations Convention on the Law of the Sea (UNCLOS) 40 years ago.

EU, Vietnam urged to expand cooperation in tackling climate change

Vietnam and the EU should work together to accelerate the transition towards “a carbon-neutral, resource-efficient and circular economy” to tackle climate change, the European Commissioner for the Environment, Oceans and Fisheries has said.

Young couple dream of introducing Vietnamese salt to the world

With their great love of traditional salt, Ho Van Vinh and Tran Thi Hong Tham want to bring rustic and traditional products of their homeland to the world.

Food-delivery apps need to focus on sustainable growth

By offering many promotions, food delivery apps can quickly gain market share, but they also end up creating unsustainable growth.