VN to develop own rice brand
HANOI - Vietnam 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 Vietnam'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 Vietnam 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.
