A panel of experts speak about the need for brand building and a focus on quality, not quantity, for agricultural businesses (Photo: VNA) HCM City (VNS/VNA) - Brandbuilding and a focus on quality and innovation are key for a successfulagriculture business, experts said during a panel on agricultural businesses’competitiveness.
Huynh Kim Tuoc, CEO of Sai Gon Innovation Hub,said that Vietnam was importing many vegetables from China, Thailand and othercountries, even though many areas in Vietnam such as Lam Dong province andMekong Delta are renowned for their quality produce.
Pham Minh Quang, Deputy Director of the MekongBusiness Initiative, said that Vietnamese farmers and businesses “still focustoo much on quantity rather than quality, even though consumer demand for highquality food is on the rise”.
Other countries, such as Cambodia, harvest andproduce less rice than Vietnam, but their rice is more well known.
To enter more demanding and more lucrativemarkets, he said that production should focus on quality and internationalstandards, as well as more advanced technologies.
He said that the Government and businessesshould work together to improve brand building and promotion, becauseVietnamese produce is not as well known as other countries’ produce in foreignmarkets.
Vu Kim Hanh, Director of the Business Studiesand Assistance Centre, said that geographical indicators could help providemore information about produce.
Nguyen Hong Dang Khoa, Director of Tri NguyenHigh Tech Agriculture Co Ltd, noted that brand building should inform customersabout how the brand and products are made, as well as their unique sellingpoints.
Engaging stories about how or why the company isformed, or farm tours to provide customers with a better picture of theproduction process, can also be useful.
Regarding start-ups in the agricultural sector,Tuoc said that successful start-ups should be trend-setters and offer uniqueideas based on real-life experiences, as well as identify problems that needsolving.
Dinh Hoang Hiep, General Director of V-CFOPartners, a financial management consulting firm, said that start-ups need highgrowth and clear market potential to attract investors, and should seekconsultancy or feedback from others.
The discussion panel was a part of an exhibitionevent for start-ups in HCM City on September 22, where over 100 new businessespromoted agricultural produce, food, technologies and other goods.-VNS/VNA
Huynh Kim Tuoc, CEO of Sai Gon Innovation Hub,said that Vietnam was importing many vegetables from China, Thailand and othercountries, even though many areas in Vietnam such as Lam Dong province andMekong Delta are renowned for their quality produce.
Pham Minh Quang, Deputy Director of the MekongBusiness Initiative, said that Vietnamese farmers and businesses “still focustoo much on quantity rather than quality, even though consumer demand for highquality food is on the rise”.
Other countries, such as Cambodia, harvest andproduce less rice than Vietnam, but their rice is more well known.
To enter more demanding and more lucrativemarkets, he said that production should focus on quality and internationalstandards, as well as more advanced technologies.
He said that the Government and businessesshould work together to improve brand building and promotion, becauseVietnamese produce is not as well known as other countries’ produce in foreignmarkets.
Vu Kim Hanh, Director of the Business Studiesand Assistance Centre, said that geographical indicators could help providemore information about produce.
Nguyen Hong Dang Khoa, Director of Tri NguyenHigh Tech Agriculture Co Ltd, noted that brand building should inform customersabout how the brand and products are made, as well as their unique sellingpoints.
Engaging stories about how or why the company isformed, or farm tours to provide customers with a better picture of theproduction process, can also be useful.
Regarding start-ups in the agricultural sector,Tuoc said that successful start-ups should be trend-setters and offer uniqueideas based on real-life experiences, as well as identify problems that needsolving.
Dinh Hoang Hiep, General Director of V-CFOPartners, a financial management consulting firm, said that start-ups need highgrowth and clear market potential to attract investors, and should seekconsultancy or feedback from others.
The discussion panel was a part of an exhibitionevent for start-ups in HCM City on September 22, where over 100 new businessespromoted agricultural produce, food, technologies and other goods.-VNS/VNA
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