The launch ceremony of the “Loc Troi” rice brand was held within the framework of a series of activities of the Vietnam Mid-Autumn Festival Week, aiming at promoting and spreading Vietnamese culture, cuisine, and image in the French market.
Bringing Vietnamese goods gradually to foreign distribution chains, to local consumers, under the Vietnamese brand is considered an effective and sustainable method for exporting goods and is of great importance in the building of Vietnam's national brand.
Rice is a key commodity implemented in a project to promote Vietnamese enterprises to join foreign distribution networks approved by the Prime Minister in Decision No. 1513/QD-TTg, dated September 3, 2015.
Five-hundred and eighty-three hypermarkets, along with more than 100 subordinate supermarkets under the E. Leclerc distribution system across France, will be a potential opportunity for Vietnamese rice products to assert their brand.
