Current prices for Vietnam’s Dragon Fruit are on the same level as in the same period last year, with China still as the biggest market, where it is a traditional product for the New Year’s celebration. According to Ly Thanh Thao, of the Hoang Hau Dragon Fruit, “after the Chinese New Year, demand for the fruit, which is perceived as a symbol of luck, often increases, and thus export volumes also go up; however, local competition becomes bitter, so the profit is smaller.”
Behind China, which receives around 70-80% of the exports, the second most important destination is Europe, with receives about 20% of the fruit. “Shipments to other countries, like India, which is a new market and thus not accustomed to the product, are still very small. Other small destinations include Thailand, Hong Kong, Indonesia and Malaysia,” affirms Ly.
In terms of market share, Dragon Fruit under Hoang Hau’s brand name is not only expanding in Vietnam’s domestic market, but also in many countries worldwide, particularly in Europe, where it controls 80% of the market. Ly explains that one of the biggest challenges for Dragon Fruit exporters is to be able to meet the consumers’ quality demands, as “only the fresh, good looking produce is accepted. Exporters have thus to focus not only on the internal quality, but also on the appearance, which limits us when it comes to exporting to more distant markets.”
To address this, Ly states that “the company makes a great technical effort, to ensure that freshness can be guaranteed for the long term and that we can supply the best produce to our customers.”
Based in Vietnam, Hoang Hau Dragon Fruit has been developing as the biggest grower and exporter of Dragon Fruit since 1988. In that time, the company has expanded its initial 3 hectares of land into hundreds of hectares that are Global GAP certified.
Additionally, the company is also a pioneer in the field of growing Dragon Fruit on a commercial scale, and “we have made a great impact on the thinking and the vision of many poor provincial growers when they decided to change from their current crops to cultivating Dragon Fruit to improve their income,” affirms Ly.
In terms of varieties, Hoang Hau exports the traditional white and red flesh Dragon Fruit. “Apart from that, we exclusively own the new variety named LD5 (purple pink Dragon Fruit). This unique variety has advantages in terms of colour, taste and nutritional aspects, as well as a longer shelf life. However, it is still in the breeding period. We expect to launch the new product in the next two years,” concludes Ly Thanh Thao.
For more information:
Ly Thanh Thao
HOANG HAU DRAGON FRUIT FARM
Vietnam
Skype: queenfarm
Mobile +84 938 303159
E-mail: thao.ly@hoanghau.com.vn
www.hoanghau.com.vn
Author: Yzza Ibrahim / Juan Zea Estellés