HCMC – New Zealand has strengthened its foothold in Vietnam’s fast-growing food and beverage (F&B) market by expanding its “Made with Care” campaign in partnership with Central Retail, as part of broader efforts to boost trade between the two countries.
The initiative, led by New Zealand Trade and Enterprise (NZTE), will see a wider selection of New Zealand-imported products, including apples, kiwifruit and dairy, stocked at GO! Mien Dong and GO! Nguyen Thi Thap hypermarkets in Ho Chi Minh City.
The campaign underscores the importance of the F&B sector in the New Zealand–Vietnam trade relationship. Food and beverage products accounted for 77% of New Zealand’s total exports to Vietnam in 2024, valued at NZ$718 million, according to NZTE.
“Our commitment to building strong relationships with Vietnam drives us to constantly seek mutually beneficial business partnerships,” said Scott James, New Zealand’s Consul General and Trade Commissioner in Vietnam. “This collaboration with Central Retail is an important step in that effort.”
Launched in 2021, the “Made with Care” campaign promotes New Zealand’s food exports through a focus on premium quality, food safety, sustainability and ethical production. The 2025 edition features brands such as Fonterra, Zespri, Rockit Global and Westland Milk Products.
The expanded distribution follows a memorandum of understanding signed between NZTE and Central Retail Vietnam, a key player in the country’s retail market. The agreement aims to increase the availability of New Zealand produce across Central Retail’s network, including GO!, Tops Market and mini go! stores.
“At Central Retail, we focus on traceability and freshness — but also on affordability,” said Chalermchai Pornsiripiyakool, head of CSR and International Corporate Affairs at Central Retail Vietnam. “We want premium products to be part of everyday life for Vietnamese families.”
The campaign’s launch event was held at GO! Mien Dong on June 14 and 15, featuring product showcases, brand presentations and store tours.
