HANOI: Viet Nam is aiming to develop a Vietnamese rice brand that would become the world’s leading rice by 2030, according to a project approved by Prime Minister Nguyen Tan Dung last week.
The project, to develop a Vietnamese rice brand by 2020 with vision to 2030, seeks to improve the image recognition of Vietnamese rice and its competitiveness, as well as expanding market share in the world market and developing a national rice brand, in line with Viet Nam’s history, culture and tradition.
The strategy to develop a national brand for rice would focus on two issues: identifying quality-conscious markets, such as the US, EU and Japan to export high-quality varieties, and retaining traditional markets with medium-quality rice. Specifically, by 2030, 50 per cent of the nation’s rice is to be exported under Vietnamese brands.
The national rice brand would be protected in Viet Nam and at least 50 other countries by 2020. Also, regional rice brand names would be developed and protected, based upon distributing products that are typical to a region.
Five key sub-projects to be implemented within the framework includes building and managing a national rice brand name; developing a national rice brand name for major rice products of Cuu Long (Mekong) Delta region; protecting brand and supporting firms in registering for brand protection; promoting Vietnamese rice brands, and boosting exports and expanding markets.
The project highlighted the role of enterprises in building and developing Vietnamese rice brand names through developing their own brands and rice products and participating in the global value chain.
The Government would provide support to promotional activities to enhance the image of Vietnamese rice in the home market and abroad, besides support to enterprises, associations and farmers in rice production to increase the added value and competitiveness of domestic rice.
The project was approved under the condition that Vietnamese rice exports hit difficulties during recent years, due to harsh competition on price and quality from other rice exporting countries such as India, Thailand and Pakistan.
According to the Viet Nam Food Association, rice exports started to decline in both volume and value from 2013 after reaching a record export volume of 7.7 million tones worth US$3.45 billion in 2012. Statistics showed Viet Nam exported 6.6 million tonnes of rice, worth $2.95 billion in 2013 and 6.5 million tones, worth $2.84 billion in 2014.
In the first four months of the year, rice exports posted a decline of 11 per cent in volume to 1.55 million tonnes, with an average export price of $419 per tonne, 3.7 per cent lower than the same period last year. Those difficulties highlighted an urgent need to develop a brand name for Vietnamese rice to enhance its competitiveness and ensure stable prices.
Previously, the Ministry of Agriculture and Rural Development pointed out that although Viet Nam was one of the top three rice exporting countries, it lacked brand names that were recognised in the global market. The Mekong Delta was the country’s largest rice cultivation area, which accounted for around 90 per cent of the country’s rice export. Last year, delta provinces exported 3.2 million tones of high-quality rice.
