Vegetable market locations in Hanoi

Mid 2012 Fresh Studio undertook a safe vegetable retail census covering 10 urban districts of Hanoi.

We combed every street in these 10 districts in search for outlets claiming to sell safe vegetables. The census included all supermarkets, all convenience stores and all vegetable shops, kiosks and stalls claiming to sell safe vegetables; explicitly communicating rau an toàn (safe vegetables), rau sạch (clean vegetables) and/or rau hữu cơ (organic vegetables).

Our research learned that the total volume of safe vegetables sold through the census outlets (based on collected data of average daily volume sales) represents less than 4% of the total amount of vegetables consumed in Hanoi (based on a per capita consumption of 290gr/day).

Further our research learned that supermarket sales account for around 63% of total safe vegetables sold by the census outlets combined.

Relative share in total safe vegetable sales (%):


The main purpose of the research is to provide a rough overview of the safe vegetable retail distribution in urban Hanoi. The enclosed map provides a snapshot of the safe vegetable retail distribution structure of April 2012. Since then across all categories some outlets have closed down while others have opened. We are currently updating the data and welcome information on newly opened channels and will make an updated census overview available through our website early 2014.

If you want to know more information about this census or if you are looking for more information on the category definitions and about the Hanoi market please contact us.

Fresh Studio speaks at international aquaculture workshop

PENANG – Fresh Studio have spent the last few years building an innovative seafood sourcing system mostly from small scale farmers in Vietnam to supply one of the largest wholesalers in the world.

Therefore, Nicolas Privet, Aquaculture and Fisheries Manager of Fresh Studio, was invited by The World Fish Center to join a workshop in Penang, (Malaysia) to share his experiences and knowledge in connecting small-scale farmers to markets.

This Workshop, part of a GIZ project ‘Pro Poor Business Models for Small Scale Aquaculture’ was intended to further help identify business models and finance options which could deliver positive development outcomes in the growing aquaculture sector. The workshop focused on:

  • Building understanding of the economic, social and environmental case for investments into small and medium-scale aquaculture enterprises;
  • Sharing knowledge of business examples and models for aquaculture investment, particularly among practitioners working with small and medium scale aquaculture and agriculture businesses;
  • Conducting a mapping of the financial and technical assistance landscape for small and medium scale aquaculture enterprises in Asia, identifying gaps and ways of filling those gaps;
  • Developing a shared vision among participants on follow-up action.

Also interesting to read:

Marion Klaver: Social media and how consumers cope with uncertainties of safe vegetables

HANOI – During my Msc Mangement Economics and Consumers studies at Wageningen University I was given the beautiful chance to be part of the Fresh Studio team in Hanoi as an intern.

Choice for Fresh Studio

Having been abroad only within the European borders, I was looking for an internship outside Europe. From within my network, I heard about Fresh Studio in Vietnam. After reading about the company, the contact was quickly made. Within six months I set foot on Vietnamese soil, a choice which I will never regret. Fresh Studio is a very inspiring company, there is an incredible synergy between creativity, well-considered solutions, and the way diverse disciplines work together.

Internship / thesis 

Throughout this five month period I conducted a study about the role social media plays on how Vietnamese consumers cope with perceived uncertainties on safety of vegetables in Hanoi.
The research focused on the following three main questions:

1. In what way do online social networks play a role in the demand for safety of vegetables by Vietnamese consumers?

2. Which alternative information coping strategies may be used with regard to safety of vegetables in Vietnam?

3. What is the impact of online social networks on other coping strategies with regard to information about safe vegetables in Vietnam.

In order to answer the research questions, 1400 surveys with Vietnamese consumers were carried out at shops which claim to sell safe vegetables. This research has resulted in a Msc thesis for Wageningen University. 

Next to my own project, I had the opportunity to work together with colleagues on different marketing and business development projects. Amongst these, two projects carried out in Hanoi, one a safe vegetable retail census and the other a vegetables project with the Dutch school. All projects have challenged me to move away from the comfort of my study books and theories to put my skills into practice.


Doing an internship overseas involves a bit of a culture shock. Not only did I had to get used to the culture of the country (e.g. bargaining in every shop, crowded streets with motorbikes) but even more I had to adapt to a different culture of working. For example my colleagues saw me as their friend instead of as their colleague. So, after work I did spend a lot of time with them at street canteens and bars. They also showed me many places in Hanoi and took me on motorbike road trips to the North of Vietnam. Seeing many places in Vietnam and also Cambodia, I can say I have explored a bit of the way of living and working in a South East Asian country.

Being abroad offers a fantastic opportunity to broaden your horizon; you will experience a process of development that will make you a better and open-minded person. For me, it was an experience that I am sure I will remember for the rest of my life.Also interesting to read: