Vietnamese food and spice producers are making steady progress in international markets by focusing on “real quality.” By combining authentic local flavors with strict international certifications, they are strengthening their competitiveness and building trust among global buyers.
At the Vietnam International Sourcing Expo (VIS 2025), international partners noted that Vietnamese products are no longer competing solely on price but on quality and compliance. Fish sauce, coffee, and spices are emerging as the key drivers of export growth.
In Southeast Asia, distributors see strong potential for traditional Vietnamese fish sauce, which they described as offering superior taste compared with other regional varieties. Coffee also remains a major attraction thanks to its diversity and ability to meet different consumer needs.
In South Asia, importers confirmed that Vietnam is the leading source of black pepper for their markets, supplying a large share of national demand. Encouraged by strong sales, they are now looking to expand into cashews and coffee, highlighting a rising confidence in Vietnamese agriculture.
Beyond Asia, international retailers have also shown increasing interest. Following recent tariff changes, many Vietnamese exporters are shifting more focus to Southeast Asia — a market with growing purchasing power. Meanwhile, in the U.S., importers reported that Vietnamese products “exceeded expectations” in both quality and packaging, signaling greater potential for penetration into one of the world’s toughest markets.
Industry experts point to two key pillars behind this progress: authentic flavor and global standards. Vietnamese companies are preserving traditional taste while aligning with certifications such as ISO, HACCP, FDA, and GACC. This dual focus ensures that products not only stand out but also meet the compliance standards required for repeat orders and wider distribution.
The bigger picture shows that quality is becoming Vietnam’s “new passport” to global trade in food and spices. Products are gaining recognition, importers are actively seeking to expand portfolios with Vietnamese goods, and retailers are adding new distribution channels.
The challenge ahead is for Vietnamese businesses to maintain consistency and reputation — standardizing production, responding quickly to market demands, and positioning products strategically in each channel. If these pieces come together, “the flavor of Vietnam” will not only be recognized but firmly trusted on the world’s most competitive shelves.
Source: collect
