Việt Nam's ambitions to reach an export target of US$8 billion in fruits and vegetables may fall short amid a rebound in early 2025. Challenges such as seasonal surpluses, inadequate processing infrastructure, and inconsistent adherence to international quality standards hinder sustained progress.
The Ministry of Agriculture and Rural Development has estimated June's export turnover at $750 million, a rise of over 50% from May. This growth brought the first half of 2025's cumulative fruit and vegetable exports to $3.05 billion. However, trends indicate that as harvests peak, market saturation results in supply chain issues such as price pressure, post-harvest losses, and distribution bottlenecks.
The export landscape is overly dependent on key markets like China and the U.S., leaving it vulnerable to shifts in regulations or policy changes. According to Nguyễn Quang Hiếu, Deputy Director of the Department of Crop Production and Plant Protection, Vietnamese exporters shipped approximately 45,000 tons of lychee by June's end, marking a 60% increase year-on-year. China has approved expanded planting and packing operations for durian and is set to inspect pomelo orchards in Việt Nam, potentially advancing export protocols.
Access to higher-value markets requires strict compliance with food safety standards. Authorities are urging stakeholders to adopt safer production models, improve residue testing, and reinforce traceability systems before exports.
Ameii Việt Nam CEO Ngô Thị Thu Hồng pointed out that northern Việt Nam's lack of irradiation facilities forces products destined for the U.S. to undergo costly and complex southern transportation for treatment. She criticized the reliance on cost-intensive processes and advocated for a local irradiation center in Hà Nội to support diversifying export opportunities.
Meanwhile, a strong brand reputation enabled Vina T&T Group to secure orders to the U.S. well in advance. Still, Nguyễn Đình Tùng noted ongoing global underbranding of Vietnamese fruits, contrasting with countries like New Zealand, Germany, and South Korea.
Japan shows potential, with Vietnamese fruits gaining popularity. According to Tạ Đức Minh, early shipments indicate market growth, with AEON and premium supermarkets importing Vietnamese fruits like lychee and dragon fruit. The strategic focus must shift from price competition to value-added goods and sustainable packaging, which align with consumer preferences.
In China, Việt Nam's trade office emphasized enhanced on-farm quality control, suggesting a shift toward sea and rail transport over traditional routes. As congestion at borders remains a concern, synchronization between customs and border agencies is crucial, particularly for high-turnover produce.
Sustaining a competitive edge requires investments in quality cultivation zones, adoption of certified standards, and improvement in traceability. Expanding deep-processing technologies and effective residue control could broaden export diversity and lift the profile of Vietnamese fruits globally.
Source: Viet Nam News
