Vietnamese rice products for sale at E.Leclerc Viry Châtillo supermarket
According to the representative of the Vietnam Trade Office in France, the Vietnam Mid-Autumn Festival is within the framework of a long-term plan developed by the Trade Office and reported to the Embassy and the governing body of the Ministry of Industry and Trade to promote and spread Vietnamese culture, cuisine and image in the French market. These are important activities, pioneering in consumer orientation in each market. Rice is a key commodity deployed in the scheme to promote Vietnamese enterprises to join foreign distribution networks.
The process from defining goals, developing a plan to negotiating a contract and officially hitting the shelves in France lasted nearly 2 years, with the accompaniment of the Europe - America Market Department, the Trade Promotion Agency. - Ministry of Industry and Trade, Vietnamese Ambassador to France and the relentless efforts of Vietnamese enterprises
Attending the event were Vietnamese Ambassador to France - Mr. Dinh Toan Thang; Director of E.Leclerc Viry Châtillon - Mr. Thierry Jodet; Representative of the Ministry of Industry and Trade and Mr. Khiem Thanh Nhat - the importer of TT foods, and the leader of Loc Troi enterprise - the production unit.
Mr. Thierry Jodet - Director of E.Leclerc Viry Chatillon - said that the appearance of Vietnamese rice in France shows the efforts of Vietnam and France in promoting trade cooperation. In addition, it also shows that Vietnamese rice has met strict European standards.
In this first phase, 860 tons of Jasmin rice will be sold throughout the E.Leclers system for the medium segment. In the coming time, TT foods and E.Leclerc are expected to import higher quality rice to serve the high segment during the Vietnamese week in November and the Lunar New Year.
Thus, since September 2, rice products bearing the brand name "Com Vietnam" have been present in 300 stores of the E.Leclerc system in France. In the next week, "Com Vietnamese" will continue its journey at Carrefour - one of France's leading prestigious distribution systems.
With nearly 800 hypermarkets and more than 3,000 supermarkets and convenience store chains across France under the Carrefour and E.Leclerc distribution systems, these are the first, long-term and potential steps forward for rice. Vietnam affirms its brand on the world stage. Europe in general and France in particular are inherently difficult markets with very strict requirements on product quality.
The introduction of Vietnamese goods to gradually approach foreign distribution chains, to local consumers, under the Vietnamese brand name is an effective and sustainable method for exporting goods and has a far-reaching impact. especially important in the construction of "Vietnam National Brand".
This activity also has a positive directional impact on the Vietnamese business community, creating a premise for businesses to work towards producing goods with added value and building a sustainable development plan.