Support startup businesses to confidently enter the international market

International customers learn about products of Tri Kien Spices at Thaifex 2023 exhibition. Photo: TL

Continuous learning and improvement

Recently, the Business Studies & Assistance Center (BSA), under the High-Quality Vietnamese Goods Business Association, launched the 9th edition of the Green Startup Project contest in 2023. The Green Startup Project contest is one of the core activities of the agricultural startup program (established in 2013) initiated and operated by the BSA Center. Over the past nine years, the competition has attracted about 1,000 project owners and startup businesses from all over the country, creating a wide-ranging, dynamic, and creative agricultural startup ecosystem that produces new products from local resources.

By participating in the competition, startup businesses have had the opportunity to engage in practical activities, exchange knowledge, and experience successful startup models in different localities, with the participation of experts and businesses sharing their experiences in product development, business development, and raw material sourcing. So far, there have been nearly 400 training courses with around 30,000 participants and over 50 experts participating in sharing and guiding.

In particular, the program includes training content at various levels, processes and results of start-ups; focus on training and guiding start-up businesses to implement HACCP, Locap GAP, and ISO standards to participate in exporting products abroad. Thanks to this support, many startup businesses have continuously grown and established standards such as HACCP, ISO, FDA, and OCOP. Particularly, many units have achieved the High-Quality Vietnamese Goods certification from 2020 to 2023, such as Quang Thanh gotu kola powder and Ong Sau's coconut honey (HCMC), Sokfarm (Tra Vinh), Vuon Nha Minh’s Moringa (Long An), Dinh Gia Food (Can Tho), Dong Thap fragrance, Hygie & Panacee herbal tea (Can Tho), and Vifarm (Ben Tre). Among them, many young entrepreneurs have achieved stable exports to markets in the EU, the US, Australia, and Asia.

Pham Dinh Ngai, founder of Sokfarm, the first-prize winner of the 2020 Green Startup competition, shared that Sokfarm has constantly learned, studied the market, and improved its products during the startup process. "Each market has different criteria for products and different taste preferences. For example, if Sokfarm's coconut honey is produced according to the Vietnamese recipe, it is considered too sweet, but if it is taken to Europe, it is criticized for being salty. Through market research, Sokfarm has gradually adjusted its products to meet customer requirements," said Ngai. Currently, Sokfarm's products have been officially exported to many markets such as the US, Germany, the Netherlands, and Japan.

Similarly, another startup called Khanh Ha Food - the champion of the 2022 competition - has successfully exported products such as rice straws, and dried straight noodle strands to various markets, including the UK, Canada, Poland, Norway, Germany, the Netherlands, Japan, and Thailand.

Truong Thi Hong Ha, Director of Khanh Ha Food, stated that the company's products were made from high-quality rice without the use of preservatives. The production line meets ISO 22000, HACCP, and FDA standards. Natural ingredients such as red dragon fruit, betel leaves, and brown rice are used to add color to the products. These ingredients have provided value for customers with conditions related to obesity, high blood sugar, digestive support, and cholesterol control.

Meanwhile, Tri Kien Spices' seasoning products such as Hue-style beef noodle soup, beef pho, Hu Tieu (pork and seafood soup), and Thai hot pot have also been exported to Germany shortly after starting their business a few months ago. Duong Ngoc Van Long, in charge of business at Tri Kien Spices, mentioned that apart from meeting quality and safety standards, the delicious taste of the products was a crucial factor in customers' purchasing decisions. Currently, Tri Kien Spices continues to research and improve its products to meet the requirements of new markets such as the US and Australia.

Study markets through trade fairs

One of the major concerns of the startup community is market promotion, both domestically and internationally. To help startup businesses gain a better understanding of the market and have direct access to customers, the Green Startup Project has organized numerous trade fair programs, including the High-Quality Vietnamese Goods Fair, over 300 Green and Ethical Markets, agricultural trade fairs, and startup fairs. Additionally, there are international events such as the Food and Beverage Fair held annually in Thailand (ThaiFex Anuga Asean), the ASEAN-India Expo, and the Sial Shanghai Fair in China, which provide opportunities to explore new markets and learn about global product trends. Online connection programs to markets such as Australia, South Korea, and the Netherlands have also been implemented for many years.

Recently, the BSA supported a series of businesses to participate in the Thaifex exhibition held in May. Vu Kim Anh, Deputy Director of the BSA Center, stated that the Vietnamese products showcased at the fair focused on health, resource protection, and the environment, which attracted a large number of international visitors. Many businesses received inquiries from potential buyers willing to negotiate large container orders if the conditions were met.

Sokfarm is one of the diligent companies that actively participate in domestic and international trade fairs and have achieved positive results. Ngai shared that after participating in the Biofach 2023 fair in Germany in February 2023, a customer ordered a pallet of coconut honey for trial purposes. In addition, Sokfarm also gained potential customers from Singapore. At the recent Thaifex exhibition, Sokfarm's products received positive customer feedback.

Kim Anh added that among the delegation participating in the Thaifex 2023, many startups were supported by the Improving Private Sector Competitiveness (IPSC) project through the BSA, enabling them to apply lessons on gathering customer opinions, segmenting customer segments, and accessing international customers.

According to the businesses, besides showcasing their products and seeking sales opportunities and new markets, participating in the Thaifex also provides them opportunities to learn from other exhibitors, gather market research information, attend trade fair workshops, and visit organizations, partner companies, and distributors in Thailand.