- Vietnam’s former agriculture minister says traceability is essential to building a globally recognised rice brand.
- Farmers must play a more active role in delivering the qualities consumers value.
- Vietnam needs to focus on creating more value rather than increasing volumes.
In a commentary published by the Vietnam Rice Industry Association (VIETRISA), Le Minh Hoan highlighted the paradox of how Vietnam is one of the world’s leading rice-exporting nations, yet the rice it produces has so little brand visibility.
“Vietnamese rice has travelled a great distance geographically, but how far has the Vietnamese rice brand travelled in the minds of consumers?” asked the veteran policymaker.
“Being present in a market does not necessarily mean being present in people’s minds. Travelling far does not necessarily mean being remembered.”
He argued that only by developing a strong, globally recognisable brand can Vietnam convert sheer export volume into lasting value.
“A brand is not about telling people you are good. It is about helping them understand what makes you different. To be remembered, you must choose what you want to be remembered for.”
A foundation of trust
In today’s marketplace, Le said rice increasingly needs its own “passport”, allowing consumers to quickly identify where it was grown, its variety, its producer and whether it meets environmental and other standards.
“Traceability is no longer a decorative QR code on packaging; it is the data infrastructure of trust,” said Le.
He also stressed the significance of farmers in this endeavour, saying they cannot “remain outside this story”.
Le believes that farmers must play a more active role in delivering the attributes consumers are willing to pay for.
“If farmers understand what end consumers care about and what they are willing to pay more for, they will view their fields differently.”
He argued that farm records on reducing agrochemical use or lowering emissions should not be seen as mere administrative work, but as a major part of delivering a value proposition to consumers.
“All this becomes part of a promise made to consumers. In that context, farmers cease to be merely suppliers of raw materials and become co-creators of the brand,” said Le.
Evolving beyond a commodity
Overall, Le believes Vietnam’s rice sector must evolve beyond a commodity model that focuses heavily on production and export volume.
“The challenge for the future may not be how to sell an additional million tonnes, but how to create more value from every kilogramme already sold,” he said.
He urged the sector to study and align with market needs and preferences, whether related to flavour, nutrition, sustainability or other factors.
“There is no universal definition of good rice for every market. Branding begins with clearly understanding whom you are serving.”
Ultimately, he said Vietnam must decide what it wants consumers to associate with its rice.
“Exporting large volumes is an achievement. Being remembered by the world is the next step. Yesterday, we asked how to produce more. Then we asked how to export more. Today, we must ask how to create more value. Tomorrow, perhaps, we must ask how the world can remember Vietnamese rice through an image we are proud of.”
