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.
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.
The project was approved under the condition that Vietnamese rice exports hit difficulties during recent years, due to harsh competition on price and quality from other rice exporting countries such as India, Thailand and Pakistan.