Fruit and vegetable exports reposition themselves in demanding markets

With exports reaching $7.05 billion in the first ten months of 2025, Vietnam’s fruit and vegetable exports are performing strongly. The sector is now aiming for a record $8.5 billion in exports. Strong growth presents significant opportunities, but also demands improvements in quality, traceability, and diversification of both markets and products.

According to updated data from the Customs Department (Ministry of Finance), Vietnam’s fruit and vegetable exports in the first ten months of 2025 reached approximately $7.05 billion. This marks a remarkable 14.6% growth compared to the same period last year.

Encouragingly, this growth is not only driven by traditional markets such as China. It also reflects impressive progress in markets considered among the world’s most demanding. Specifically, they require high-quality standards and strict control processes for fruit and vegetable exports.

Currently, state management agencies are working closely with the Vietnam Fruit and Vegetable Association (Vinafruit) to proactively adjust export strategies. The focus is on developing production areas that meet Vietgap and Globalgap standards. Also, investing in packaging facilities and cold storage is another importan focus. Additionally, efforts are being made to expand markets in order to reduce dependence on traditional markets.

According to Vinafruit, Vietnamese exporters have been highly proactive and have made substantial investments in production. Many companies exporting key products such as durian, bananas, mangoes, and coconuts have invested in high-quality growing areas. They have also applied advanced cold storage technologies and standardized farm codes to meet strict traceability requirements.

Meanwhile, deep-processing enterprises are focusing on value-added products to meet the convenience needs of Western markets. They include canned goods, dried fruits, and pre-cut items. This strategy aligns with the “healthy” and environmentally friendly consumption trends.

At the same time, many logistics companies have upgraded cold storage systems and optimized cold-chain transportation. These improvements ensure the product quality to preserve from production to the end consumers.

To meet the strict standards of the EU, many Vietnamese agricultural businesses have had to restructure their entire production process. This includes collaborating with farmers at the seed stage to control pesticide residues and investing tens of billions of VND in cold-drying and vacuum packaging lines.

Although the initial investment costs are very high, this is the only path to escape the cycle of low-priced raw exports. It also helps build sustainable brand trust in demanding markets. Proactively addressing non-tariff technical barriers and establishing farm codes are vital factors determining the survival and future development of enterprises.

Meanwhile, representatives of agricultural distributors emphasize that success lies not only in selling products. It also depends on maintaining a stable supply chain with consistent quality year-round. These distributors prioritize partners capable of providing sufficient volume and strictly adhering to international certifications. This is because consumers increasingly seek real value, including safety, high quality, and transparent origin.

Economic experts also warn that, although fruit and vegetable exports to China still account for a large share, diversifying into the U.S., EU, and Middle East is necessary. This helps mitigate risks from geopolitical fluctuations, changes in tariffs, and seasonal uncertainties.

Price pressures, cold-chain transportation costs, and the need to invest in high-standard production areas are creating significant barriers. These challenges may make it difficult for smaller businesses to keep up without timely state support or participation in tightly linked value chains.

Vietnamese source: https://congly.vn/xuat-khau-rau-qua-dinh-vi-lai-vi-the-tai-thi-truong-kho-tinh-502842.html