(photo: special.vietnamplus.vn)

Agricultural products account for a large proportion of Vietnam's exports, with an annual turnover of nearly 49 billion USD. Vegetables and fruits are the main earners. But nearly 80% of Vietnam's agricultural products do not have a brand, logo, or label, particularly those produced by small and medium-sized enterprises.

Many high-quality agricultural products, like ST25 rice, coffee, lychees, coconuts, mangos, and dragon fruits are popular in the domestic market but exported mainly as raw products. Due to a lack of branding, Vietnamese agricultural products find it difficult to compete.

Huynh Thanh Su, Deputy Director of the Department of Industry and Trade of Can Tho City, said: "The local administration has urged sectors to promote branding for agricultural products, but a shortage of resources is a big problem which will require a joint effort by businesses and farmers to solve."

Professor Dr. Vo Tong Xuan said a vision is needed and the State needs to play a role in building national brands for agricultural products.

He said: "The State needs to work with businesses with the dedication and capacity to help farmers. The State has a great role to play."

Only 20 of 124 enterprises produce, trade, or process agricultural products that have a national brand.

Dang Van Thanh, Chairman of the TTC Group, said businesses need to improve product quality and reputation and ensure stable production. Thanh said: "Businesses, farmers and the State need to understand the benefits of bilateral and multilateral trade agreements in building brands. I wish the Commercial Counselors would pay more attention to consulting and trade promotion in order to promote Vietnamese brands internationally."

Building national brands for agricultural products has become more important than ever as Vietnam penetrates more demanding markets like Japan, the US, and the European Union.