National rice brand challenges

According to Vietnam Foods Association, 16 Vietnamese rice exporters had their shipment returned between 2012 to August 2016. 412 containers, equivalent to 10,000 tones.  According to US Food and Drug Administration, in the first 4 months of 2016, 95 containers (1,700 tones)  of rice were returned to Vietnam. A drop in export value was also recorded in the Philippines market (down by 61.6%), Malaysia (51.5%), Singapore (34.1%), Ivory Coast (29.1%), according to the data of the first 10 months of 2016 provided by Ministry of Agriculture and Rural Development.

According to experts, Vietnam currently focuses on high-yield rice varieties. However, the country has not emphasized the importance of market research. Exported rice suffers from inconsistent quality.

20% of the nation's rice is to be exported under a brand name by 2020, rising to 30% by 2030. Quality, brand and trade promotion will be key factors to increase the value of Vietnam's rice abroad.