Rice labeled with internationally registered brand names is helping Vietnam reach a broader market across the globe.
Spearheaded by the Loc Troi Group, the Com Vietnam brand of rice was successfully exported to France.
The company plans to increase exports to Europe, the U.S., Japan, and Australia of its high-quality rice that meets strict international standards.
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More on what drives consumer demand for packaged rice:
The influence of climate change knowledge on consumer valuation of sustainably produced rice in Vietnam
Vietnamese consumers seem willing to pay for products labeled as organic or eco-friendly. Similar results were found in a study investigating consumer willingness to pay for sustainably produced rice in Vietnam. Results indicate that domestic consumers are willing to pay a 9% premium for certified sustainably produced rice, increasing up to 33% when incremental levels of information on certification and traceability are provided.
Inclusiveness of consumer access to food safety: Evidence from certified rice in Vietnam
“Food safety can no longer be the luxury of the rich since all people should have the right to an adequate supply of safe and nutritious food.” Although there are many certification standards that are appreciated in different ways by consumers, in this study, we focus on certified rice as a product category. Our evidence-based results provide crucial insights for policymakers and value chain actors in their efforts to develop food safety certification in the context of developing countries in South and Southeast Asia that struggle with food safety concernsFpo while being major players in the world market.
What drives consumer demand for packaged rice? Evidence from South and Southeast Asia
The demand for improved packaging, branding, and labeling of rice is expected to rise in Asia. Because of rapid income growth in Asia, consumers are increasingly willing to pay for higher quality and healthier products. Second, regulators are becoming more stringent in their food safety policies regarding product packaging and labeling attributes. Third, extrinsic attributes are also being used for product differentiation to cater to the demand of consumers in urban food markets.
