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Category: Business

Adding knowledge to vegetable chains

Posted on by Luyen

DALAT – Fresh Studio, Dalat University, Applied Plant Research (PPO) and Van Hall-Larenstein (VHL) successfully developed an R&D, extension and education project for the Dalat vegetable sector.

PPO and VHL are part the world-leading agriculture research and education institute, Wageningen UR. After having won a competitive grant in the Dutch funded “Vietnam facilty” program, the project team began its implementation in late 2010. The goal was to find tailored practical solutions for a number of serious cultivation problems faced by the market oriented vegetable sector of the Dalat region.

These problems relate to productivity and profitability constraints in vegetable farming, irresponsible pesticide use, over-abundant fertilizer use, farmer safety and consumer food safety. The current vegetable sector in the Dalat region has limitations when it comes to farmer management skills, decision-making ability, and in finding innovative solutions to address modern market requirements such as sustainable production methods, food safety and off season production. The project includes an innovative cooperation model between farmers, Dalat University, Fresh Studio, market players, agricultural policy makers and others which continually applies innovative R&D and extension to promote sustainable and profitable vegetable farming in the Dalat region of Vietnam.

Since the inception workshop in January 2011, much has occured. Based on a selection of focus crops and key issues, specialists in arable vegetable farming from PPO have developed master classes about these topics. These on-site master classes were presented to the extension team of Fresh Studio, Dalat University lecturers, and a selection of top Bachelor and Master students. The Fresh Studio team “translated” these into “farmer master classes”. Together with an extension team of Fresh Studio, farmers developed possible ideas for innovations to be tested on-site in different agro-ecological zones, as well as at the Fresh Studio R&D farm.Also interesting to read:

Made in Vietnam: pride or prejudice

Posted on by Luyen

HANOI – Vietnamese consumers have a passion for brands and a pride in local produce, factors that can be exploited by the country’s increasingly professional fruit sector.

Riding on my motorbike through the streets of Hanoi, it’s always a joy to behold how much Vietnamese people love brands: the bigger the better, and no matter whether they’re fake and misspelled or real and expensive, brands leap out from chests and backs, phones and bags. 

The Western lifestyle is an aspiration here, and over the past few years I have seen Vietnam transform itself into the ‘Fast Brand Nation’ with the assumption that the best is coming from the west. But is that always true? And does it also apply in the case of fresh produce? Not necessarily so.

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Source: AsiaFruit Magazine

Publication date: May 2010Also interesting to read:

Paper: Avocado in Vietnam. Value chain development beyond donor support

Posted on by Luyen

HANOI – Numerous initiatives implemented by international donors in Vietnam aiming for elevation of rural communities out of poverty, predominantly focus on farmers.

Paper contents:

Authors: S.C.O. Wertheim-Heck, P. Quaedackers, Nguyen Trung Anhb, M.S. van Wijk

1. Introduction

1.1 VCG literature in relation to the case under study

1.1.1 Global value vs. local value chains for pro-poor development
1.1.2 International lead firm vs. local lead firm
1.1.3 The role of the retail in relation to a new product introduction

1.2 Donor practices: Short term impact vs. long term business sustainability

1.3 The VC development facilitator

2. Case study – Avocado Value Chain Development in Vietnam

2.1 Methodology

2.2 Background

2.3 Participatory value chain analysis

2.4 Focus beyond farmers

2.4.1 Farmers
2.4.2 Collectors
2.4.3 Traders
2.4.4 Modern urban sales channels

2.5 The identification of a traditional trader as ‘lead firm’

2.6 Incorporation of the consumer perspective

2.7 Step by step approach

2.8 Results

3. Discussion: sustainable success: despite of or thanks to the differences?

3.1 Recommendations for further research

+ Avocado in Vietnam (306 KB)

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Source: Fresh Studio

Publication date: April 2010Also interesting to read:

Dutch young man blowing fresh air for Vietnamese agricultural products

Posted on by Luyen

HANOI – In his story, Siebe van Wijk always used images to illustrate such as: farmers on the paddy field, harvester in green house, fish seller in the market.

All of these images contain a poor life, a smile, sad eyes and lament when there products are broken or reject. The young Dutch man talks about agricultural product of Vietnam as if it was the story of his family.

6 years ago, when he for the first time visited Vietnam, he fell in love with this country because there were quite some similarities with the Netherlands. For example by doing so well in agriculture, produce the value to feed the people, and the very high population density. Despite being a small country the Netherlands manage to be the second largest country in the world in terms of the value of exports of agriculture products, with a value of about $ 50 billions. Like the Dutch, Vietnamese like business, earn money, become the owner and develop. Each household farmer want to have progress, take risks, effort to get rich… but quite a large majority is still poor.

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Source: Tuoi Tre News paper

Publication date: April 2010Also interesting to read:

Expansion of the Fresh Studio quality assurance team

Posted on by Luyen

HCMC – The team of quality assurance specialists in Fresh Studio is growing to meet demand from its clients to develop quality assurance systems, and prepare companies for certification in standards such as GlobalGAP for fruit and vegetables, GLOBALGAP for pangasius and shrimp, BRC, HACCP and IFS.

Recently the leader of the Quality Assurance team, Irmen Mantingh, was trained in the latest GLOBALGAP standard for pangasius and shrimp during a GLOBALGAP organized workshop in Kuala Lumpur. At the end of the training course, Irmen passed the exam with distinction. The QA team was also expanded recently with the addition of Ms Pham Thi Thanh Phuong, who is specialized in GLOBAL for fruit and vegetables. Phuong is one of the few specialists who has successfully prepared companies in the fruit sector in Vietnam for GLOBALGAP certification.Also interesting to read:

Fresh Studio opens a new office: HCMC

Posted on by Luyen

HCMC – Because of the growing portfolio of assignments for clients in HCMC and the Mekong Delta, Fresh Studio decided to open its third Vietnamese office in HCMC.

Currently the HCMC team consists of marketing consultants and quality assurance specialists. The marketing team in this office will focus on assignments in HCMC, allowing Fresh Studio to offer market and consumer research in one of the fastest growing metropolitan areas of Southeast Asia. The HCMC marketing team includes a strong team of interviewers and staff who can implement marketing campaigns. The quality assurance team assists our clients in Southern Vietnam in setting up QA systems to prepare them for certification of standards such as GLOBALGAP for fruit and vegetables, GLOBALGAP for pangasius and shrimp, BRC, HACCP, and IFC.

Soon the HCMC team will expand to include a web designer, IT specialist and a team of aquaculture production and processing specialists. The office is located in the new Saigon Postel Building, 199 Dien Bien Phu street, Ward 15, Dinh Thanh district. This building is close to the city centre and on the main road which leads to An Phu in district 2.

Also interesting to read:

Fresh Studio contracted by Italian Trade Commission

Posted on by Luyen

HANOI – The Fresh Studio Vietnam team has won a tender by the Italian Trade Commission to undertake a market survey on food processing machinery in Vietnam.

The focus of the market survey concerns processing equipment for beverages, vegetables and bakery production.

The research includes extensive desk research, a quantitative survey of 100 leading companies in the Vietnamese food processing industry and in-depth interviews with end-users, traders and key experts in the industry. The multi-disciplinary Fresh Studio team will provide a report to the Italian Trade Commission which will reveal a thorough understanding of the market for food processing machinery, the potential for Italian companies to increase their market share, as well as the business environment and legal system in Vietnam. In addition, a market assessment, including a SWOT analysis, will be presented and potential business partners for Italian companies will be identified.

Also interesting to read:

Viet Tri consumer research

Posted on by Luyen

VIET TRI – For one of Fresh Studio’s clients, an extensive consumer survey was undertaken in Viet Tri.

To obtain a better understanding of consumer purchasing motivations and preferences with regard to safe vegetables, in relation to the four marketing p’s: product (which vegetables?), price (what price setting?), place (what sales channels?), and promotion (which strategy?).

This is the first time that such a study in Vietnam has taken place for a third-tier city. The results of the study were presented and discussed with actors involved in the Viet Tri vegetable sector.

Also interesting to read:

Column: DAKADO, Discover the magic

Posted on by Luyen

HANOI – Onder het motto ‘Delivering the promise from seed to mouth’ zijn we er in onze marketing projecten niet alleen op gericht om een product aansprekend te presenteren, maar bovenal om daadwerkelijk te leveren wat in de marketingcomunicatie wordt beloofd.

Geef een korte beschrijving van uw bedrijf

Fresh Studio is een consultancy en R&D bedrijf gericht op de agrarische sector. Fresh Studio heeft 4 kantoren, allen in Vietnam (Hanoi, Dalat, HCMC, Can Tho). Sinds 2005 Is Fresh Studio in Vietnam actief in de ontwikkeling van value chains en de marketing van verse groenten, fruit, vis, zuivel, vlees en kruiden en specerijen.


Wat verstaat u onder marketing?
Onder het motto ‘Delivering the promise from seed to mouth’ zijn we er in onze marketing projecten niet alleen op gericht om een product aansprekend te presenteren, maar bovenal om daadwerkelijk te leveren wat in de marketingcomunicatie wordt beloofd. Dit laatste is een grote uitdaging in Vietnam, waar de betrouwbaarheid van versproducten vaak te wensen overlaat. Problemen met voedselveiligheid, onjuiste claims, misleidende communicatie en namaak merken zijn aan de orde van dag. Consumenten zijn zeer bezorgd over de kwaliteit van hun voeding en staan, ondanks hun nieuwsgierigheid voor nieuwe producten, uiterst wantrouwig tegenover marketing en branding.

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Source: Aardappelwereld

Language: Dutch

Publication date: September 2009Also interesting to read:

Fresh Studio finalized Cardamom market research

Posted on by Luyen

LAO CAI – Sigrid Wertheim, Ho Thu Thuy and Nguyen Trung Anh successfully finalized market research for the Vietnamese cardamom sector.

During an interactive workshop in Lao Cai, the highlights of the results of the market study were presented to, and discussed with, representatives of the Vietnamese cardamom sector. Clear recommendations were developed to enable the Vietnamese cardamom sector to become increasingly successful.

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