Workshop: improving Pangasius’ market position in Europe

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.

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:

CBI and VIETRADE sign partnership agreement

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 (Subject: ECP Food Ingredients Vietnam).Also interesting to read: