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Vietnamese Shrimp: Building a Brand of Quality

by the Fish Site Editor
04 December 2008, at 12:00am

VIET NAM - With demand on the rise, shrimp could become a major foreign exchange earner if Vietnam develops brands for the product and promotes them in key markets, British experts said.

According to ThanhnienNews, Dr. Andrew Graffham of the Natural Resources Institute said at a meeting held Thursday that brands would create confidence in buyers who would then choose Vietnamese products over rival products.

Vietnamese seafood products have proved popular in Europe, Japan and the US since they have lower chemical residues than those from countries like Bangladesh and India, he said.

According to the news agency, Vietnamese businesses export shrimp mostly under distributors’ and importers’ brands. They also have their own brands but have failed to popularize them in export markets.

A "made-in-Vietnam" brand would add more value and help increase shrimp exports to developed country markets, which import around 2.3 million tons a year, the institute’s experts, who are involved in a Danish International Development Agency-funded shrimp project, said.

Graffham said a national brand should be built on quality, as well as environmental and social standards demanded by buyers.

They want guarantees of food safety, like full vertical and horizontal traceability and “farm to fork” systems, quality control, environmental protection, animal and social welfare, he elaborated.

the Fish Site Editor