Vietnam is globally recognized for its rich supply of high-quality raw materials such as rice, coffee, cacao, and seafood. While local firms have leveraged these strengths to tap into international markets, many still face a lingering challenge: the perception of Vietnamese products as “cheap.” From cost advantage to brand challenge For years, low prices were considered a competitive edge for Vietnamese exports. But this advantage has increasingly become a double-edged sword, opening doors while also limiting growth. Statistics show that over 80% of Vietnam’s agricultural exports still lack brand ownership, sold through intermediaries under foreign labels. As a result, most of the added value, especially in branding and distribution, is captured overseas. Today’s global competition is no longer driven by price alone, but by quality, differentiation, and supply chain transparency. Coffee Concept, a company with more than a decade of experience, adopted a sustainability roadmap long before regulations made it mandatory. Its raw material zones are certified by globally recognized standards including 4C, Rainforest Alliance, and EUDR, addressing strict environmental and human rights requirements, particularly in the European market. Its processing facilities meet FDA, Halal, and other technical standards required for export to the U.S., China, and Europe. The company […]