Heading towards the eighth Vietnam Value Programme

December 05, 2021 | 21:38
Amid Vietnam’s march towards international economic integration, the recognition of national brands that offer the highest quality and the most innovative products plays a crucial role. For the next itineration, the Ministry of Industry and Trade’s Vietnam Trade Promotion Agency and the secretariat of the Vietnam Value Programme will select the next round’s contenders by the end of March 2022.
Heading towards the eighth Vietnam Value Programme
The previous edition of the Vietnam Value Programme honoured a batch of businesses that have expanded their brands to other shores

The eighth selection of national brands for the Vietnam Value Programme is coming up next year, following up on the previous itineration in 2020.

Back then, one of the popular contenders was TH Group, which received the honour of the national brand classification for several of its products, such as TH fresh milk, TH school, and TH true yoghurt.

“The recognition from the government and ministries not only helps TH Group to assert its brand among domestic consumers but also helps us to reach the international community,” said Ngo Minh Hai, president of the group.

Ensuring the domestic production chain during the pandemic has been a priority of the corporation. “However, we continue to expand production and business both at home and abroad,” Hai said.

Currently, TH Group is building dairy farms and processing facilities in many provinces and cities across the country, such as in Thanh Hoa, Ha Giang, Phu Yen, Kon Tum, and Cao Bang, among others.

The expansion is meant to meet the increasing consumer demand for TH’s dairy products on the domestic market, as well as in export markets like China and ASEAN. Besides expanding domestic production and business in the country, the company is also developing dairy farms and factories in countries such as Australia and Russia, with an investment scale of billions of US dollars.

Heading towards the eighth Vietnam Value Programme

Reaching new milestones

Like TH Group, many businesses are currently implementing the final works to participate in the selection of products to achieve the status of a national brand. “With this new milestone, we will continue to make efforts to produce quality goods for the health of the community, hoping to be worthy of the awarded title, as well as the remaining leading manufacturer of clean fresh milk in Vietnam,” Hai added.

TH Group aims to continue to maintain its position as the leading producer of fresh milk in Vietnam, with products that meet international standards. The company is gradually positioning itself as a nutritionist in the industry, promoting research and launching several specialities as nutrition solutions for consumers, focusing on products with phytonutrients and reduced sugar. TH Group also aims at products of herbal origin to improve public health and preserve and enhance the value of precious and endemic herbal essences in Vietnam and further afield.

Hai explained that the goal of TH Group in 2022 is to continue to maintain and improve product quality, increase production, and continue to invest in research and development to launch not only fresh dairy products but also healthy drinks to meet the increasingly diverse needs of consumers. Along with this, the company continues to promote sustainable development activities, a green and circular economy, and maintain its pioneering position as a responsible manufacturer.

The TH brand has now been approved by 39 countries to protect the trademark. Promoting export is also one of TH Group’s important strategies amid the strong restart of import-export activities.

Based on its previous recognition as a national brand, TH Group is making steady steps to expand investment in dairy farms and processing facilities in many provinces and cities. In addition to dairy products, TH Group is also developing products such as roasted rice water, premium nut milk, purified water, and natural juices.

Implementing activities

Vu Ba Phu, director general of the Vietnam Trade Promotion Agency (Vietrade) under the Ministry of Industry and Trade, said, “In 2022, we will support businesses to promote their brands at home and abroad and increase domestic commercial transactions to help businesses consolidate and increase the strength of brands and create an export momentum.”

According to Phu, after the pandemic is under control, production and business activities will quickly recover, and the domestic and world economies will regain their growth momentum, “with markets exploding in demand,” he said. “Vietnamese goods, businesses, and brands will be a bright spot in the global supply chain.”

In addition, Vietrade is promoting cooperation activities and coordinates with ministries, sectors, localities, organisations, and associations to implement the Vietnam Value Programme.

Vietrade is also cooperating with news agencies in providing accurate and timely information on building, developing, and promoting products and brands throughout the country to encourage and support businesses whose products have been recognised as national brands. Thereby, the agency hopes to increase confidence in the business community and promote quality products and services in domestic and international markets.

In 2022, promotion activities for the Vietnam Value Programme will be broadcast in foreign markets through television, international press, and various events.

Selection process for the eighth Vietnam Value Programme

Enterprises will submit three sets of registration documents to the Ministry of Industry and Trade to select products for recognition as national brands before March 31, 2022. The secretariat of the Vietnam Value Programme will be responsible for providing specific instructions for businesses to ensure that the application, registration, and selection processes are properly regulated, fair, and open.

The announcement ceremony for selected products that will be recognised as national brands is expected to be held in the fourth quarter of 2022, honouring those businesses that have pursued and met the programme’s criteria of quality, innovation, and pioneering capacity.

By Van Nguyen

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