The Ministry of Agriculture and Rural Development has submitted a planto the Government that seeks to develop a Vietnamese rice brand name by2020.
For long now Vietnam has been one of the top three riceexporting nations, but it lacks brand names that are known in the globalmarket, the ministry has said in its proposal.
Around 90 percent of the country's rice exports comes from the Mekong Delta.
Lastyear, delta provinces exported 3.2 million tonnes of high-quality rice,accounting for 52 percent of total exports and 44 percent higher thanin 2013.
Customers in the EU, North America, Asia, and Africa have increased import of Vietnamese rice thanks to good marketing.
But the ministry points out that Vietnamese rice varieties face challenges when trying to enter quality-conscious markets.
Inconsistency in quality and poor hygiene are two major weaknesses besides lack of international distribution channels.
The project stresses that creating a national brand name for Vietnamese rice is essential and possible.
Thetask will be done nation-wide but with a focus on the Mekong Delta. Itis planned to implement programmes to create a national brand name atthree levels: nation, region/locality and enterprises/products.
Thebrand names will be built with authorities ensuring quality seeds areused, the cultivation strictly follows quality norms and the processingconforms to quality and hygiene standards. Popular global sustainabledevelopment standards will inform every stage of the production.
Regional brand names will be developed based on products typical to a region.
The project notes that a strategy to develop a national brand name forrice should focus on two issues: identifying quality-conscious marketslike the US, EU and Japan to export high-quality varieties and retainingtraditional markets with medium-quality rice.
The value of medium-quality varieties can be given a boost by setting up direct distribution channels and marketing.-VNA
For long now Vietnam has been one of the top three riceexporting nations, but it lacks brand names that are known in the globalmarket, the ministry has said in its proposal.
Around 90 percent of the country's rice exports comes from the Mekong Delta.
Lastyear, delta provinces exported 3.2 million tonnes of high-quality rice,accounting for 52 percent of total exports and 44 percent higher thanin 2013.
Customers in the EU, North America, Asia, and Africa have increased import of Vietnamese rice thanks to good marketing.
But the ministry points out that Vietnamese rice varieties face challenges when trying to enter quality-conscious markets.
Inconsistency in quality and poor hygiene are two major weaknesses besides lack of international distribution channels.
The project stresses that creating a national brand name for Vietnamese rice is essential and possible.
Thetask will be done nation-wide but with a focus on the Mekong Delta. Itis planned to implement programmes to create a national brand name atthree levels: nation, region/locality and enterprises/products.
Thebrand names will be built with authorities ensuring quality seeds areused, the cultivation strictly follows quality norms and the processingconforms to quality and hygiene standards. Popular global sustainabledevelopment standards will inform every stage of the production.
Regional brand names will be developed based on products typical to a region.
The project notes that a strategy to develop a national brand name forrice should focus on two issues: identifying quality-conscious marketslike the US, EU and Japan to export high-quality varieties and retainingtraditional markets with medium-quality rice.
The value of medium-quality varieties can be given a boost by setting up direct distribution channels and marketing.-VNA
