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Category: Kinh doanh

Farmers’ friend

Posted on by Luyen

HCMC – A scientist and his wife are helping to put Vietnam agriculture on the world map by raising standards through innovative methods.

If someone asked you to list a few brandnames of Vietnamese fruits or vegetables, how would you respond?

When I met Dutchman Siebe van Wijk recently in HCM City, he posed that question. Embarrassed, I conceded that I could not name one single brand, although I knew my mother could cite a few.

“No worries,” replied van Wijk, founder and general director of Fresh Studio, a consultancy company that has worked to develop value chains for Vietnamese agricultural products since 2006.

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Source: Outlook Magazine

Publication date: Oktober 2010Also interesting to read:

Value Chain Development of Avocado in Vietnam

Posted on by Luyen

HANOI – Rapid economic development, urbanisation and rising income levels, in Vietnam offer potential for pro-poor development, by creating new market opportunities for producers, traders and retailers. This article describes the process of value chain development, which involves all actors in the broad chain of avocado.

The project

Dak Lak, a province in the Central Highlands of Vietnam, is an important coffee producing area. Many poor ethnic minorities are engaged in coffee farming. Their dependence on coffee cultivation only at a time of decreasing coffee prices made income diversification an urgent necessity. Dak Lak area is also known for producing the best quality avocados in Vietnam. Because avocado trees are grown within coffee plantations to provide shade, and because demand for avocado was growing, avocado was defined as a potential crop to diversify the coffee dominated agricultural sector in Dak Lak. Avocado was also considered because of its high nutritional value and its potential to improve the poor-quality diet of the local rural communities, and of children in particular.

This product choice was made in cooperation with local research institutions and local farmers. The aim of the intervention plan was to create a professional value chain for avocado, in which the different chain actors cooperate to supply consistent quality avocados to urban sales channels across Vietnam. The objectives were to: (1) create a professional avocado chain; (2) increase awareness of and demand for avocado (avocado is relatively unknown in Vietnam and consumers are not familiar with its nutritional values and its uses); (3) develop a high quality avocado brand.

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Source: Urban Agriculture magazine

Publication date: September 2010Also interesting to read:

Preparing Vietnamese companies for GlobalGAP, BRC and ETI certification

Posted on by Luyen

HCMC – In the past few months the portfolio of clients contracting Fresh Studio for quality assurance assignments has been growing rapidly.

Fresh Studio now assists several clients in developing their QA systems to comply with the following standards: BRC, GLOBALGAP, Ethical Trade Initiative standard (ETI) and HACCP.

These QA projects cover a variety of products, ranging from fruits, fish, and vegetables to special packaging materials used by the agricultural sector.Also interesting to read:

Wageningen UR international conference on chain and network management

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WAGENINGEN – During the 9th WICANEM conference in the Netherlands, Fresh Studio’s marketing director, Sigrid Wertheim, presented a paper titled: “Avocados in Vietnam: value chain development beyond donor support”. This conference brought approximately 200 participants from the world of science and business to share experiences.

This is the abstract of Sigrid’s paper (with authors: S.C.O Wertheim-Heck, P. Quaedackers, N.T. Anh and M.S. Van Wijk): Numerous initiatives have been implemented by international donors in Vietnam, aiming for elevation of rural communities out of poverty, predominantly focusing on farmers. Unfortunately many of the initiatives have experienced difficulty in realizing sustainable businesses.

This paper describes how the development of an avocado value chain in Vietnam became an engine for rural growth, which was sustained beyond donor support.

It describes a VC development approach in which: (1) the focus was on the domestic market of Vietnam, (2) the lead firm was not a MNC, but a small local trader, (3) the commodity chain involved new product introduction which required demand creation, where the retail sector did not act as chain integrator, (4) and choices were made which preferred long term sustainable business-building rather than short term all-inclusiveness, and significant income gains.

Ingredients for success have been: participatory chain analysis, focus beyond farmers, participatory stakeholder selection, incorporation of consumers, and a step-by-step approach with achievable goals and small pilots.

For those interested in reading the whole paper, please contact Fresh Studio.Also interesting to read:

Assisting the development of an organic vegetable value chain

Posted on by Luyen

HANOI – For one of its public sector clients, Fresh Studio assisted in the development of an organic vegetable value chain.

The client had already developed several organic vegetable farming groups, which were certified using the IFOAM acknowledged PGS certification system.

For more information see www.ifoam.org

Fresh Studio worked with the client to develop a distribution and marketing system for their organic vegetables. The main challenge was to gain the trust of Hanoi consumers, as marketing research revealed that 81% of modern supermarket shoppers in Hanoi distrust any food safety claims.

To win this trust, a Triple A marketing campaign approach was developed and implemented (Attention-Attraction-Adoption). Marketing materials developed for this triple A approach enabled Hanoi consumers to understand what organic vegetables are, how the certification system works, who the farmers are, and where and how the vegetables are produced. Through in-store campaigns in Hanoi supermarkets, thousands of consumers were reached, with very good sales as a result.

Fresh Studio invited to speak at the Fresh Produce Malaysia event

Posted on by Luyen

KUALA LUMPUR – From the 15th till the 17th of March 2010, the Fresh Produce Malaysia trade conference will be organized in Kuala Lumpur.

This is Malaysia’s only international business and networking conference for the region’s fresh produce industry. The event is “a must-attend” for any business looking to explore the exciting procurement and marketing opportunities in the fresh produce sector of one of Asia’s strongest and most vibrant economies.

The organization committee of this event has asked Fresh Studio to speak about the emergence of new regional suppliers to Malaysia. During an exciting 20 minute presentation Siebe will highlight how much potential there is for growth in the intra-Asian fresh produce trade. Several cases will be presented regarding Fresh Studio’s professionalization of companies in Vietnam, in assisting them to become leading exporters in Southeast Asia.

For more information about this trade conference please visit: www.freshproducemalaysia.com

Also interesting to read:

Fresh Studio attracts attention of both the Vietnamese as well as Dutch press

Posted on by Luyen

HANOI – The work of Fresh Studio in Vietnam attracted the attention of both the Vietnamese and Dutch press.

Fresh Studio’s director, Siebe van Wijk, was interviewed by both Vietnam’s leading newspaper, “Tuoi Tre”, as well as the Dutch financial newspaper “Het Financieel Dagblad”. The article in Tuoi Tre can be found here: www.phienbancu.tuoitre.vn

The article in het Financieel Dagblad can be found here: www.fd.nl Also interesting to read:

Pre-shipment inspection services

Posted on by Luyen

HCMC – A growing number of international clients are requesting Fresh Studio’s experienced quality assurance team to undertake pre-shipment inspection services.

Importers need a reliable and professional third party to check that the quality of the products in containers meets product specifications, and that they constitute the correct weight. Our QA team has extensive knowledge of a wide range of agricultural products, of which fish, fruit, vegetables are the most important categories. These on-sight container inspections can save thousands of euros per container for an importer.Also interesting to read:

Vietnam finds strength within

Posted on by Luyen

VIETNAM – Growing domestic demand has been a saving grace for Vietnam’s economy during the recent global downturn, and similar trends towards self-reliance are emerging in the fruit business.

Make no mistake: the global financial crisis had a true negative impact on Vietnam’s economy. A review of 2009 by market research firm TNS Vietnam shows that while GDP rose 5.32 per cent, exports fell by 10 per cent, FDI dropped by a whopping 70 per cent and tourism slumped by 14 per cent.

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Source: AsiaFruit magazine

Publication date: June 2010Also interesting to read:

Organic market for Vietnam

Posted on by Luyen

HANOI – Sigrid Wertheim-Heck of Fresh Studio discusses a new organic vegetable initiative in Northern Vietnam, which marketed its first product in Hanoi at the end of May.

Please can you give us some background information to your organic production and marketing efforts in northern Vietnam?

Sigrid: The ADDA VNFU Organic Project in Northern Vietnam, initiated by the Danish NGO ADDA, has been operational since 2004. The activities were at first mainly focused on training farmers in organic cultivation methods. Although these activities delivered some nice organic supply initiatives, the actual organic supply chain remained limited to direct home delivery sales on a very small scale.

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Source: AsiaFruit Magazine

Publication date: June 2010Also interesting to read:

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