Hai Phong agricultural products promoted through modern retail channels

Strict standards

Hoang Nam Phat Cooperative, located in Thach Khoi Ward, is a major center for the procurement, processing, storage, and distribution of agricultural products in Hai Phong. During peak seasons, the cooperative supplies 300–400 tonnes of vegetables, fruits, and root crops to the market each day for export, distribution through supermarket chains and convenience stores, and supply to institutional kitchens in industrial parks and schools. Agricultural products distributed through supermarkets and convenience stores nationwide account for approximately 20% of the cooperative's total output.

To enter the modern retail market, the cooperative has continuously upgraded its operations by establishing a well-organized production and supply chain. More importantly, it has prioritized transparency and product traceability to build retailers' confidence in the quality of its products. It took the cooperative approximately three years to complete the required documentation and meet the standards of supermarket and convenience store chains.

Since 2020, the cooperative has been a supplier to major retail chains such as WinMart, GO!, and Bach Hoa Xanh. However, sales through modern retail channels still account for only a modest share of the cooperative's production and supply capacity.

Mr. Ho Viet Hoan, Director of the cooperative, said: “To gain the approval of major supermarket chains and convenience store networks, we must meet stringent quality standards and demonstrate compliance through comprehensive documentation and certification. That is why close coordination in production and the development of stable raw material areas are essential. Otherwise, it is very difficult to access this market segment.”

SOVI Food Co., Ltd., located in Kien Hung Commune, specializes in processed products made from Hai Phong's local agricultural specialties, including Cot Den pâté, braised sardines, braised Spanish mackerel, and squid cakes. To strengthen its brand and increase product value, the company has proactively connected with supermarket chains and convenience stores to expand product distribution.

However, securing contracts and purchase orders from these retail partners has not been easy. Mr. Le Tien Viet, Director of SOVI Food Co., Ltd., shared: “In the early days, we were unfamiliar with the process and encountered many challenges when working with major supermarket chains. They imposed strict requirements regarding regulatory documentation and sales policies. To enter this market, we had to change our production mindset and gradually become more professional and systematic.”

Removing bottlenecks

Hai Phong has an abundant supply of agricultural products, with many key commodities in crop production, livestock farming, and aquaculture. The city is one of northern Vietnam's largest vegetable-producing regions and is home to many specialty fruits, with annual output reaching millions of tonnes. In addition, the annual production of livestock, poultry, and seafood remains stable at 500,000–600,000 tonnes.

According to the Hai Phong Department of Agriculture and Environment, the city currently has 649 valid OCOP (One Commune One Product) products. This provides a rich and diverse source of agricultural and processed food products with strong potential to enter modern retail systems. However, although no official statistics are currently available, the number of local agricultural products that have made their way onto the shelves of supermarkets and convenience stores remains modest compared with the city's existing potential and advantages.

According to Ms. Nguyen Thi Ngoc Hue, Senior Director of Human Resources Strategy and Brand at AEON Vietnam Co., Ltd., the company is currently partnering with 14 businesses in Hai Phong, supplying nearly 400 product lines to the AEON supermarket system. These businesses have all met the supermarket's stringent standards for food safety, hygiene, and product traceability.

“To help businesses and suppliers in Hai Phong access and become partners of the AEON supermarket system, we have provided several recommendations. In particular, suppliers should prioritize producing goods that meet customer demand and preferences. At the same time, they must ensure a stable supply capacity,” Ms. Hue emphasized.

In recent years, the Hai Phong Department of Industry and Trade has actively promoted trade connections and commercial promotion activities to enhance the presence of Hai Phong's agricultural products in supermarket chains and convenience stores. According to Ms. Vu Thi Kim Phuong, Deputy Director of the department, bringing agricultural products into modern retail channels not only expands market access but also encourages businesses and cooperatives to adopt more professional production methods, improve product quality, and strengthen brand development. However, achieving this requires close cooperation among government agencies, retailers, and producers.

In the coming period, the Department of Industry and Trade will continue strengthening partnerships with domestic and international retail groups, organizing business matching programs, and supporting enterprises in meeting quality standards, improving packaging and labeling, and enhancing product traceability. These efforts are expected to provide a solid foundation for expanding the market share of Hai Phong's agricultural products in modern retail channels.

Nguyễn Mo - Lam Phuong