Since its establishment more than eight years ago, Nam Viet Foods & Beverage JSC has made remarkable strides in business growth. The company has successfully entered international markets, and while promoting Vietnamese brands globally, it has also been making great contributions to the community and society.
A report from Nielsen Vietnam showed that the Vietnamese beverage market is one of the sectors with ample room for more growth. The industry’s revenue totaled US$8.25 billion in 2023 and is projected to reach US$10 billion by 2027.
Experts say that the industry is highly competitive, forcing companies to adhere to strict product quality standards, invest in technology and skilled personnel, and adopt flexible business strategies to achieve outstanding growth.
For sustainable growth, it is essential for Vietnamese firms to create unique products and explore niche markets. There is a growing trend towards natural and health-oriented beverages, with many companies, including Nam Viet Foods & Beverage Joint Stock Company (Nam Viet), capitalizing on this demand. Nam Viet is a top producer of natural drinks and fruit juices in Vietnam and has consistently worked to enhance its brand recognition in both domestic and international markets.
Turning challenges into opportunities
According to Bui Thi Thu Huong, chairwoman of the Board of Directors at Nam Viet Foods & Beverage JSC, which owns the VINUT brand, the Vietnamese beverage market currently holds huge growth potential. Health is a top priority for consumers, so clean products and green beverages (low in sugar, low in salt, with natural ingredients) that are good for health and feature eco-friendly packaging are becoming a new consumer trend and a future goal for many beverage companies worldwide, including Nam Viet.
Speaking about Nam Viet’s early stages of brand positioning, Huong emphasized that understanding consumer preferences in the competitive beverage market was no easy task. Consumers seek not only high-quality products but also new and unique flavors that distinguish themselves from existing offerings. In response to these challenges, Huong and her team developed business strategies to turn challenges into strengths, ultimately creating products that meet consumer needs.
The chairwoman of the VINUT brand said: “Our country is situated in a tropical monsoon climate zone, ideal for growing a variety of fruits and herbs, such as lemon, orange, grapefruit, coffee, pineapple, coconut, aloe vera, lemongrass and cantaloupe. Leveraging this natural advantage, our company has researched, tested, and developed hundreds of beverages with entirely natural ingredients and high nutritional value.” Thanks to their alignment with consumer tastes and preferences, Nam Viet’s products are now available across provinces and cities and are also exported to many countries and territories around the world.
For manufacturing companies, 2020 was a year full of difficulties due to the severe impact of the Covid-19 pandemic. However, Huong saw this period as both a challenge and an opportunity for product development. Nam Viet adeptly managed to balance pandemic response with maintaining production stability. During this time, the firm developed and launched several new products, including honey lemongrass lemonade and mineral-enriched salted lemonade. Every day, hundreds of trucks delivered these products across provinces and cities nationwide, and they were even exported to the U.S. market.
Nam Viet Foods & Beverage successfully turned things around during the pandemic, achieving a 100% increase in revenue compared to the previous year. The company also ensured employee livelihoods, setting the stage for future growth. After several years of development, Nam Viet now operates six production facilities, fully equipped with technology that manages everything from raw materials to finished products.
Going global
Nam Viet Foods & Beverage was established in 2016 and started on a small scale. By mid-2017, the company had ramped up investments to expand its production facilities, develop its supply base, increase capacity, and introduce its products to international markets.
The company also operates a certified fruit farm to ensure a reliable supply of raw materials and its capability to deliver large volumes of products to the market. It offers a variety of safe and high-quality items, including coconut, fruit juices, sparkling fruit juices, vegetable and fruit blends, bird’s nest drink, chia seed drink, energy drink, plant-based milks, and canned coffee. Additionally, the company produces a range of fruit and vegetable juices available in cans, PET bottles, polypropylene (PP) plastic bottles, and glass bottles.
“Previously, consumers were only familiar with coconut, tropical fruit juices, or aloe vera drinks originating from Thailand, Taiwan, and South Korea. However, VINUT’s natural and nutritious beverages are now widely available worldwide and have successfully carved out their own market share,” Huong shared.
In addition to enhancing quality, Nam Viet Foods & Beverage is also expanding its global presence. By 2017, the company’s products were exported to 88 countries and territories. The company became the exclusive distributor of Noni juice in South Korea. Additionally, it has supplied canned fruit juices and coconut juice to the Russian market.
In 2019, Nam Viet Foods & Beverage obtained certifications from major global organizations for food safety and social responsibility, enabling the firm to become a member of the global supply chain. The company’s products are now available on the shelves of major supermarket chains such as Walmart and Costco, as well as on the e-commerce platform Amazon. To date, VINUT-branded products are exported to over 200 countries and territories around the world.
Commitment to social responsibility
In recent years, Nam Viet Foods & Beverage has actively engaged in community initiatives, aiming to create not only economic profits but also value for society. This commitment to social responsibility is a core element of the company’s strategy for sustainable business growth, Huong noted.
In 2018, the company worked with farmers to create a sustainable supply chain connecting farmers to consumers, ensuring safe and high-quality raw materials. In 2021, it also helped people across the country in their fight against the pandemic.
Nam Viet Foods & Beverage consistently prioritizes quality, improves techniques, and updates technology and equipment to enhance its competitiveness and meet customer expectations. The company also focuses on satisfying employee welfare, striving to create a healthy and creative work environment. The leadership team understands that employees are a key factor for the company’s success. This commitment is reflected in the company’s receipt of WCA (Workplace Condition Assessment), GSV (Global Security Verification), and BRC (Global Standard for Food Safety Issue 8) certifications in 2020.
Recently, Nam Viet Foods & Beverage was honored with the ASEAN Strong Brands Award 2024 and the ASEAN Outstanding Leader Award 2024 at the Vietnam-ASEAN Economic Cooperation Forum held in Singapore. These awards are a testament to the company’s quality and reputation amid the instant changes in the beverages industry.
Over the years of growth and development, Nam Viet Foods & Beverage has played a major role in advancing the Vietnamese beverage market. Looking ahead, the VINUT brand aims to further solidify its presence on both local and global markets while continuing to provide positive value to the community and society.
