Positioning Vietnam as the food basket of the world

10:12 | 18/07/2017 MUTRAP Corner

(VEN) - Policy makers discussed alternatives to develop Vietnamese food brand at a June 9, Hanoi-based workshop jointly held by the Vietnam Trade Promotion Agency (VIETRADE), the Netherlands Center for the Promotion of Imports from Developing Countries (CBI), and the European Trade Policy and Investment Support Project (EU-MUTRAP).

positioning vietnam as the food basket of the world
Identification image of the Vietnamese food industry

Deputy Minister of Industry and Trade Tran Quoc Khanh said at the workshop that the food industry is one of Vietnam’s potential sectors as the country is becoming an important supplier of food and agricultural products for many countries. The government is highly interested in farm produce and food product branding, he added.

VIETRADE deputy head, Ta Hoang Linh, said the program on developing Vietnamese food brand has completed plans on positioning, brand architecture, and visual brand identity for the sector.

Based on opinions of relevant Vietnamese associations, organizations and businesses and foreign importers and experts, the program recommended the positioning plan of “Vietnam - the food basket of the world.”

The program is expected to announce a report on the Vietnamese food brand strategy in the third quarter of this year.

According to economist Sarah Bartholomew, “Vietnam - the food basket of the world” is a viable concept for positioning Vietnam in the global market. Vietnam has many advantages and potentials and a diverse range of products, rather than one specific product, making the “food basket” concept appropriate.

Bartholomew said Vietnam makes many different products, so separate branding for separate products is costly, and developing a common brand for all, with separate identifiers for specific products, will be less expensive.

According to branding expert Leon Trujilo, branding the Vietnamese food industry will considerably change the world’s perception of Vietnam. Vietnamese food products have just had individual brands and a common brand for the country’s whole food industry is needed, Trujilo said.

The program has selected a capital V-shaped recognizable image for the Vietnamese food industry.

After conducting research inside and outside Vietnam from 2015, the Vietnamese food industry branding program has chosen the “Foods of ViïåtNam” brand for the industry.

Nhat Quang