Luyen – Trang 4 – Fresh Studio

Sharing experiences on value chain development and food safety: A successful conference

Posted on Tháng Mười Một 22, 2013Tháng Mười Một 4, 2022 by Luyen

HANOI – Sharing experiences about supplying safe, healthy, and high value food in Vietnam requires cross-cutting partnerships and cooperation.

The conference attracted over 175 participants ranging from leading supermarket chains to farmers, fresh produce production companies to research institutes, and government agencies to financial institutions. The different actors discussed the future of safe and healthy food provision in Vietnam.

The morning program presented the different stages of sustainable agriculture development in Vietnam:

Click here for the presentations.

Vice-Minister of Agriculture, Mr. Dr. Le Quoc Doanh, highlighted the urgency of food safety for the Vietnamese government as well as the importance of stimulating rural development. He emphasized the value of international collaboration: “ With positive collaborations from foreign countries and international organizations in cultivation, production and post-harvest techniques, more and more Vietnamese farmers could access advanced technologies to improve the quality of agricultural products, towards safe, healthy and high value products.”

To develop sustainable food chains, the Dutch Ambassador in Vietnam, Mr. Joop Scheffers stated that: “The Netherlands is a leading country in agricultural technology and innovation. We have been working with Vietnam for already many years in many sectors like horticulture, fisheries, cocoa, coffee, livestock and dairy. We do so by working with farmers and providing them trainings, by linking farmers with processors and retailers, and by supporting government agencies in drafting relevant regulations.” However, as many Dutchmen would say, the Ambassador closed his key-note speech with: “a lot still needs to be done… To make it successful, your pro-active participation as a consumer, producer, trader, researcher or retailer continues to be essential.”

Market opportunities of vegetables were indicated by Fresh Studio’s Marketing Director, Sigrid Wertheim-Heck. She illustrated that the vegetable consumption in Hanoi accounts 50% of the total vegetable consumption in The Netherlands. Despite of this fact, she indicated that: “94% of Vietnamese consumers are concerned about safe vegetables; however, the share of vegetables sold with a food safety claim is currently less than 4% of the total vegetable consumption in Vietnam”. Furthermore, she presented that lower income groups have remained an untapped, though potential market for safe quality foods.

Dr. Nicolas Chevrollier, Programme Manager of BoP Innovation Centre, highlighted the importance of developing specific lower income (also indicated as Base of Pyramid (BoP)) strategies and the approach to develop them. He stated that “The global BoP market is US$ 5 trillion, of which US$ 2,895 billion is spent on food”.

Fresh Studio’s R&D Director, Mr. Rene van Rensen, presented how Fresh Studio developed a sourcing system for METRO Cash & Carry in North Vietnam. Within this project, Fresh Studio worked with six farmer groups and 110 farmers in three different agro-ecological zones, in order to supply over 30 different certified vegetables. The presentation ended with the honorary awarding of lead farmers for their pioneering work, as well as directors of the supermarket chains who supported the launch of the safe vegetables in their stores.

The success of the developed value chain for safe vegetables was further highlighted in the presentation of Mr. Philippe Bacac, CEO of METRO Cash & Carry Vietnam. With 19 large stores in Vietnam, 2 sourcing platforms, 100 dedicated cold trucks and 3,000 pallets cold storage space, Metro invested significantly in its supply chain.

Click here for the presentations.

The afternoon program included participatory ‘World Café’ discussions about Food safety and Health, Horticulture, Value Chain Development, Private Public Partnership, and Sourcing and Logistics. Perspectives of the different participants have led to fruitful and interesting discussions.

An exhibition and a marketplace with agro-food related demonstrations including IT innovations in agronomy, hydroponic lettuce cultivation and blind taste tests provided attendants with impressions of developments and activities within the agricultural sector.

The conference resulted in networking opportunities and creation of actionable and future oriented business ventures.https://www.youtube.com/embed/Gru22qA5oWU?rel=0Also interesting to read:

Conference: Supplying the market of tomorrow

Posted on Tháng Mười Một 4, 2013Tháng Mười Một 7, 2022 by Luyen

CONFERENCE

Supplying the market of tomorrow

“Toward a Business Ecosystem:

Food Health Wealth”

At the Vietnamese Women’s Museum
Tuesday November 19, 2013

This conference took participants on a one-day journey into the future of safe, healthy and high value food in Vietnam, in the company of those creating it.

Participants in the conference included representatives of Vietnamese government, foreign embassies, NGOs, local and international companies, farmers, and consumers.

Conference presentations:

This event is organized by:

Collaborating organizations include:

Fresh Studio organizes successful kiwifruit brand awareness program in HCMC

Posted on Tháng Mười 30, 2013Tháng Mười Một 7, 2022 by Luyen

HCMC – Fresh Studio has collaborated with E-town Building to organize a sampling activity for a well-known international kiwifruit brand on October 25th, 2013.

Since 2009, Fresh studio has been assisting this international company in designing and implementing marketing plan for a global branded fruit to adapt and conquer Vietnam market.

See photos of this event on the bottom of this page.

This event is part of the following project:

Fruit marketingA global fruit brand contracted Fresh Studio to execute their marketing strategy in Vietnam and the Philippines.+ Read more

Also interesting to read:

Food safety is a main concern in Vietnam

Posted on Tháng Mười 24, 2013Tháng Mười Một 7, 2022 by Luyen

HANOI – How do Vietnamese farmers living in the mountains, far away from the big city manage to sell their fresh vegetables at supermarkets in Hanoi? The Dutch organization Fresh Studio helped the farmers to make it possible. An interview with Sigrid Wertheim-Heck, Fresh Studio’s Marketing and Business Development Director.

Translated directly from Dutch

Fresh Studio has developed a ‘cold chain’ for small scale remote farmers so they can sell their fresh products in Hanoi. What is it exactly?

“We bring small scale framers together who live widely dispersed from each other. We collect the harvest at central collection points and from there it is transported to the city and to the supermarkets.”

How does it work?
“First, farmers bring their harvested products to a central collection point. Second, the vegetables will be sorted and stacked on a pallet. A ‘cooling blanket’ is wrapped around the pallet and a ventilator is installed above it to blow air through the pallet. By this, we can maintain the quality of the products. Finally, the products are transported with a truck to supermarkets.”

Is there a high demand for fresh products in Hanoi?
“Food safety is the main concern in Vietnam. Every day, you can find a newspaper article about a food scandal. The demand for fresh vegetables is enormous. Only in Hanoi, a city of 6.5 million inhabitants, people already eat vegetables which is equal to half of the Dutch vegetable consumption. However, in the meantime, the population is very suspicious about food. In particular, the incorrect and excessive use of chemical fertilizers and pesticides is a major concern.”

And what did you do?
“We did an intervention in two ways; first, we have unified farmers and gave them the opportunity to enter the urban market. Second, we assisted them to produce safe products. The execution of the intervention relies on 3 teams. One team of agronomist trains the farmers in how to grow crops in a safe way and coaches them to deal with pesticides. Another team executes audits to check if the crops meet the quality requirements. The harvest products will be rejected when the farmer cannot meet the required standard. A third team assists in the marketing and communication towards end-consumers.”

How do the farmers get paid?
“Supermarkets offer the farmers a predetermined week price per product. So they know in advance exactly what the yield is of a kilo beans or tomatoes.”

And what about you?
“We are paid by commercial parties, trade enterprises between farmers and supermarkets. And we receive funding for our projects.”

What is Fresh Studios’ future goal?
“At this moment we assist the trade company The Fruit Republic with their current marketing of four thousand pounds of safe vegetables a week. That could be a lot more, since the demand of safe vegetables is high. We have developed the recognizable red Mekostar label, so consumers will recognize immediately which products are good and reliable. In a country of 88 million citizens, I expect an enormous increase of the safe vegetables sales. With the mission to grow better lives from farmers to consumers, Fresh Studio works on every aspect of agri-food provision: From farm to fork, from sourcing to marketing.

Read this article in Dutch at RTL Nieuws or at AGF

____________________________________________________

Source: RTLZ

Language: Dutch (Translation English)

Publication date: October 2013Also interesting to read:

Accelerating Innovation for the Poor

Posted on Tháng Mười 23, 2013Tháng Mười Một 7, 2022 by Luyen

AMSTERDAM – During 3 Pilots for Pro-Poor Innovation (3P4PPI) conference in Amsterdam Sigrid Wertheim-Heck, marketing director of Fresh Studio, headed a round table discussion on market intelligence and consumer insights at the Base of the Pyramid.

Economies in Africa and Asia are rising. The poor are gaining buying power, which makes Base of the Pyramid (BoP) markets more attractive for the private sector. However, access to basic services remains a challenge. Innovations are needed!

This business meeting showed with presentations and round table sessions how to Accelerate Innovation for the Poor. The conference showcased how entrepreneurs have successfully introduced products and services in low-income countries Sigrid headed one of the round tables during the breakout session ‘Nurture and grow! Bridging the pioneer gap.’ The topic included local understanding – New market intelligence. In particular how to obtain in-depth insights and how to translate insights into new business opportunities was discussed. The group interaction importantly involved the sharing of practical experiences.

Furthermore, presentations were given to showcase the outcomes of 3P4PPI researches in Africa and Asia and follow-up activities that support the development of BoP-ventures. Fresh Studio presented the accomplishments of the interventions in safe vegetable production and marketing in Vietnam.

Read more about this event at BoPInc.orgAlso interesting to read:

Workshop: improving Pangasius’ market position in Europe

Posted on Tháng Mười 10, 2013Tháng Mười Một 4, 2022 by Luyen

HCMC – As a module of its supporting project of VASEP, CBI requested the assistance of Fresh Studio to design and facilitate a workshop. The aim of the workshop was developing a brand strategy for pangasius to enter the European market.

Background
Pangasius is one of the key commodities in Vietnam and contributes important to the Vietnam export sector both in total value as well as in global outreach. However, over the past years, the export of pangasius is suffering from a poor image (resulting in declining prices and decreasing revenues). In order to counter the negative perception, price and revenue spiral, the Vietnam pangasius sector has expressed the ambition to develop a sector wide promotion and brand strategy, mainly targeting the two export markets USA and Europe.

The Centre for the Promotion of Imports (CBI) contributes to sustainable economic development in developing countries through the expansion of export from these countries to the Netherlands and larger European Union.

In Vietnam, CBI is already active in supporting Vietnamese companies to strengthen their competitive capacity in various sectors.

Currently CBI is engaged in the Vietnam pangasius sector and in this closely collaborates with the Vietnam Association of Seafood Exporters and Producers (VASEP).

Support of Fresh Studio
CBI requested the assistance of Fresh Studio to support the market position of Vietnamese pangasius in Europe. Fresh Studio has strong expertise and experience in (1) marketing and branding of agricultural foods and (2) aquaculture sector in Vietnam. Fresh Studio designed and facilitated a brand strategy workshop for VASEP, which was conducted in Ho Chi Minh City.

A very important outcome of the workshop was the understanding and precisely definition of the need of VASEP; the development of an end-consumption oriented communication strategy.Also interesting to read:

Fresh Studio presents developments in food safety standards and the role of supermarkets in Asia

Posted on Tháng Mười 8, 2013Tháng Mười Một 7, 2022 by Luyen

HCMC – The 9th and 10th of October 2013, the International Finance Cooperation (IFC) will organize a business roundtable for firms in the agribusiness sector. Fresh Studio is invited to speak.

The business roundtable focusses on opportunities for firms who are interested to build sustainable supply chains with smallholder farmers.

During the roundtable agribusinesses firms, financial institutions, training practitioners, donors and other experts will share and discuss their experiences with innovative business models which promote sustainability and food security.

Fresh Studio’s managing director, Siebe van Wijk will give a presentation about the latest developments in food standards in Vietnam and the role of supermarkets.

Want to know more about the Siebe van Wijk’s presentation follow us on LinkedIn and website.Also interesting to read:

Fresh Studio develops a dairy farm monitoring system

Posted on Tháng Mười 2, 2013Tháng Mười Một 8, 2022 by Luyen

HANOI – ‘I am impressed to see how FrieslandCampina has worked successfully with local farmers to increase the production of fresh milk in Vietnam.’

Locally produced fresh milk now makes up 19% of national milk production,’ international cooperation minister Ben Knapen said yesterday after visiting a model farm and a milk processing plant in southern Vietnam. Both are owned and managed by FrieslandCampina.

Dairy communities
FrieslandCampina aims not only to boost production, but to develop ‘dairy communities’, Mr Knapen was told. Through education and training, the company has already helped 3,000 small farmers meet quality and sustainability standards, and collaborate with arable farmers who produce animal feed. FrieslandCampina organises the collection, processing and distribution of milk throughout Vietnam: from grass to glass – no mean feat in such a large country.

Fresh milk
The average farmer in Vietnam has 10 cows. Farms are generally many hours drive from the nearest milk factory, which supplies some 120,000 shops. Fresh milk is not easy to come by in Vietnam. Three-fourths of all milk products are made from imported raw materials, like milk powder. Demand for fresh milk products far exceeds supply. So FrieslandCampina is working with Heus, Wageningen University and Fresh Studios to increase fresh milk production by setting up ‘dairy development zones’.

From aid to trade
Mr Knapen’s visit to FrieslandCampina concluded his visit to Vietnam. He was interested in how the shift from aid to trade is being made. The Netherlands will end its bilateral development relationship with Vietnam at the end of this year (which year?), in favor of an economic relationship built on the knowledge and experience gained from development co-operation, and the expertise of the Ministry of Economic Affairs, Agriculture and Innovation.

At the end of his visit, Mr Knapen flew to Tokyo where he will attend the World Bank Group’s annual meeting.

Source: www.rijksoverheid.nlAlso interesting to read:

CBI and VIETRADE sign partnership agreement

Posted on Tháng Chín 24, 2013Tháng Mười Một 8, 2022 by Luyen

HANOI – Fresh Studio’s client CBI has signed a partnership agreement with VIETRADE for its export coaching program. CBI promotes the export of products from developing countries to the EU market.

On Wednesday 17 September 2013, the Deputy director General of VIETRADE (Vietnam Trade Promotion Agency), Mr. Do Kim Lang, and Country Manager Vietnam of CBI (Centre for the Promotion of Imports from developing countries, agency of Netherlands Ministry of Foreign Affairs), Mr. Koos van Eyk, signed a partnership agreement for CBI’s Export Coaching Program (ECP) on the food ingredient sector of Vietnam.

Export Coaching Program
The ECP is developed for ambitious entrepreneurs in countries as Vietnam. The aim of the program is to promote and enhance the competitive position of value added food ingredient products for export to the EU market. The programme is exclusively for small and medium size enterprises in Vietnam and helps companies to define an export marketing strategy, adjust processes and procedures, coach personnel on market requirement and create contacts with potential clients in Europe.

Audits Food Ingredient Companies
Fresh Studio recruited the first companies for the ECP program in the food ingredient sector in early 2013 and during August-September 2013 audited these companies to assess the potential to export their products to the EU market. Next step in the program will be the make an action plan per company after which the actual export capacity building will start.

More information
For more information about the export Programme please visit the CBI website or contact CBI through foodasia@cbi.eu (Subject: ECP Food Ingredients Vietnam).Also interesting to read:

Fresh Studio presenting at Asia Fruit Logistica

Posted on Tháng Chín 5, 2013Tháng Mười Một 7, 2022 by Luyen

Fresh Studio was invited to give a presentation during the business forum of the Asia Fruit Logistica. Fresh Studio’s managing director Siebe van Wijk gave a presentation titled: “Safe food for Urban Asia: Innovations in sourcing and marketing”.

The Asia Fruit Logistica is Asia’s leading trade show for the fresh produce sector. The Asia Fruit Logistica of 2013 attracted more than 6,500 top decision-makers from 64 countries to Hong Kong. For the first time, the team from the AsiaFruitCongress organized a business forum during the fair. Jan Doldersum of Rijk Zwaan (the Netherlands) and Siebe van Wijk of Fresh Studio (Vietnam) were invited to give a presentation about production innovations in Asia.

Jan Doldersum started with a interesting presentation about innovations as “roof top farming in Asia”, “Vertical farming systems” and “Hydroponic lettuce production using LED lights”.

Siebe’s presentation focused on the demand of Vietnamese consumers with regard to safe produce. The results are based on a large vegetable shop census consumer and intercept interviews in Hanoi (for additional information see Vegetable market locations in Hanoi). How the consumer demand can be met by introducing innovations in production, was shown with results of the work of the Fresh Studio R&D team:

introduction of greenhouse farming systems with crop lines and rice husk substrate;
extensive testing of new higher yielding and higher quality varieties.

In order to capture the demand for safe vegetables with premium prices, Fresh Studio developed a successful marketing campaign in Hanoi supermarkets for a safe vegetable brand. The presentation ended with showing images of this exciting campaign.

Questions from the audience after the presentation varied from “Why did you start Fresh Studio in Vietnam? There would be a big need for such a company in China as well” to “How do you communicate about the appearance of the greenhouse vegetables? If they look too good consumers might start to worry they have not been safely produced”.

For more information about the business forum at the AsiaFruitLogistica, please visit: www.asiafruitlogistica.comAlso interesting to read:

Author: Luyen