New Zealand Trade and Enterprise partners with major retailers to bring premium products to Vietnam

Through the partnerships, NZTE, the government’s international economic development agency, aims to expand its ‘Made with Care’ global campaign in Vietnam.

According to NZTE, the F&B industry plays a central role in the trade relationship between Vietnam and New Zealand, taking up 84 per cent of New Zealand’s exports to Vietnam, totaling NZD790 million ($481.5 million) for the year ending December 2023, with key products including apples, kiwi, dairy, and wine. Such positive outcomes suggest great potential for both countries to build upon this momentum and seize the next valuable opportunities for mutual benefits.

Building on the success of its launch in 2021, NZTE’s 2024 ‘Made with Care’ campaign in Vietnam will continue its role as a collaboration that highlights the strong trade partnership between the two countries in the F&B industry. This year marks another phase of cooperation, showcasing the commitment of both countries to further develop their relationship.

Scott James, the consul general and trade commissioner for New Zealand in Vietnam, stated, “We’re continuously seeking valuable opportunities to continue building our relationship with Vietnam through enhanced business partnerships that will create mutually beneficial growth. This event is one such opportunity, so I would like to formally acknowledge and thank the team from Aeon Mall An Phu/ Lotte Mart for uniting with us to showcase the best of New Zealand produce. Your vision and partnership in this opportunity is one which we value immensely as we work together to grow awareness, preference and demand for New Zealand’s food and beverages.”

The 'Made with Care' ethos embodies values that are unique to New Zealand’s F&B products, which is well reflected in the five core values of the 'Made with Care' global campaign: Safe, tasty, nutritious, ethical and premium quality, where products embody care for both people and nature, with an inherent understanding that if the natural world is healthy, so too are the people. The cultivation, production, harvesting, and preservation processes of these products also leverage expertise, experience, and technological innovation to minimise negative impacts on the natural environment, showcasing efforts to conserve resources and safeguard human health.

The attributes of ‘Made with Care’ are particularly aligned with their two partnered retailers in Vietnam, AEON and Lotte, whose values have always been centred on delivering sustainable, premium quality, and tasty products to their customers, leading to the expanded collaboration with NZTE.

Lee Yong Ho, product group senior director of Lotte Mart Vietnam, shared, "Thanks to the successful collaboration last year, we saw a growing consumer base that values premium products. As Vietnamese consumers increasingly lean towards healthier eating, and care about what goes into their food and other sustainability issues such as packaging and the use of pesticides and GMOs, the 'Made with Care' campaign is a timely and fitting response to Vietnam’s current domestic F&B market. Lotte Mart's partnership with NZTE underscores our commitment to sustainability, ensuring products are sourced responsibly. By signing the MoU this year and expanding our collaboration, we can offer our customers access to sustainably sourced, high-quality products, supporting a healthier lifestyle and a more sustainable future.”

This year’s ‘Made with Care’ launch in Vietnam showcased 12 of New Zealand’s finest F&B brands that have been gaining more recognition and trust among Vietnamese consumers, including Anchor, Anlene, Bostock, Fresh Co, Freshmax, Kiwi Crunch, Meadow Fresh, Mr. Apple, Olivado, Rockit, T&G, and Zespri. Together, they offer a wider variety of premium products, ranging from fresh kiwi, organic apples, persimmons, and dairy products, to cold-pressed extra organic oil and nutritious snacks, providing consumers with more diverse choices for themselves and their families.

To officially kick off the 2024 ‘Made with Care’ campaign in Vietnam, NZTE hosted a special promotional week at AEON Mall Tan Phu from May 16 to 22 and at Lotte Mart District 7 from May 8 to 21. In addition, NZTE organised a special launch event at Lotte Mart District 7 on May 19.

Representatives from 12 New Zealand brands, retailers, and the New Zealand Consul in Vietnam attended these events, which highlighted high-quality, sustainably sourced New Zealand F&B products through presentations and store tours.

New Zealand players keen on creating Vietnam success stories Companies and exporters from New Zealand are expected to deepen their presence in Vietnam, with the two countries having pledged to usher in a stronger flow of trade.

Australasian nations raise partnerships While furthering cooperation with New Zealand, Vietnam has also elevated ties with Australia to a comprehensive strategic partnership, ushering in a brighter outlook for investment and trade flows also spurred on by free trade agreements.

New Zealand and Vietnam to advance cooperation Prime Minister Pham Minh Chinh’s visit to New Zealand will see both countries advance cooperation across a range of fronts, including economics, trade, education, and agriculture.