Coconut the most successful export fruit, grapefruit the hardest: Vina T&T exec

You undertook police studies but now work in the agriculture sector as general director of Vina T&T. What brought you to agricultural products and how did you manage to help Vietnamese fruits make their mark on the international market?

My move into the agricultural industry began when I realized the tremendous potential of Vietnamese agricultural products, especially fruits, in the global market.

In the early 2010s, Vietnam had many delicious, high-quality fruits, but most were consumed domestically or exported through unofficial channels at low value. During my market research, I discovered that developed countries like the U.S., EU, Japan, and Australia had a strong demand for tropical fruits but had strict import standards.

Realizing this, I became determined to build a business that could take Vietnamese fruits further, competing with products from Thailand and the Philippines in the world market. Vina T&T was established with the vision of exporting fruits according to international standards, ensuring traceability and consistent quality, and earning certifications like GlobalG.A.P., HACCP, and ISO.

This journey hasn’t been easy, but with perseverance and the right strategy, we’ve succeeded in bringing many types of Vietnamese fruits to demanding markets like the U.S., Canada, Europe, Australia, and Japan, boosting export value and strengthening the position of Vietnamese agricultural products.

What types of fruits has Vina T&T exported so far, and to which markets? Which fruits bring in the most revenue?

Currently, Vina T&T is exporting fresh fruits such as durian, mangoes, grapefruit (green-skinned grapefruit, Nam Roi grapefruit), longan, rambutan, dragon fruit, and coconut.

Our main export markets include the U.S. (a key market with high demand and economic value), Canada, the EU (Germany, Netherlands, France, Belgium, Spain), Australia, Japan, Korea, China, and the Middle East.

The fruits that bring in the most revenue include durian, especially after being granted an official export license to China, along with Cat Chu and Hoa Loc mangoes and green coconut, which enjoy stable demand in the U.S. and South Korea.

Which fruit has been the most successful for Vina T&T?

Coconut has been the most successful fruit for Vina T&T. Unlike many other fruits, coconut isn’t seasonal, ensuring a continuous supply and stable revenue. It's in high demand in international markets, especially in the U.S., South Korea, and Europe, thanks to the growing trend of consuming natural, healthy products.

Coconut has low preservation costs. Compared to fruits like durian or mangoes, it has a longer shelf life and requires less stringent cold-chain logistics, which helps reduce transportation expenses. Additionally, Vina T&T has made its mark on the coconut market, particularly in the U.S., thanks to international quality certifications and food safety standards.

Which fruit has faced the toughest challenges in entering international markets?

Grapefruit has faced significant challenges entering the U.S. market, mainly due to very strict plant quarantine requirements. Mangoes and longan also face obstacles when exporting to the EU because of pesticide residue regulations.

What is Vina T&T’s strategy for 2025?

In 2025, Vina T&T plans to expand its market share in the EU and the Middle East, invest more in preservation technology to extend fruit freshness during long-distance transport, and develop growing areas that meet GlobalG.A.P. standards to ensure a sustainable supply. The company will also deploy digital technology in traceability to enhance product transparency.

2024 was a great year for the fruit and vegetable industry with an export turnover of $7.1 billion. What advantages and challenges will the industry face in 2025?

In 2025, the Vietnamese fruit industry will have several advantages. The demand for tropical fruits is rising, particularly in China and Europe. Vietnam is also gaining more types of fruits approved for official export. Free trade agreements like EVFTA and CPTPP will help reduce tariffs, creating favorable conditions for businesses.

However, the industry will also face challenges such as climate change, which could affect fruit yield and quality; stricter standards and quarantine requirements from the EU, U.S., and Japan; and fierce competition from Thailand, the Philippines, and Malaysia.

What is your prediction for the fruit and vegetable export turnover in 2025?

Based on the current growth rate, Vietnam's fruit and vegetable export turnover could reach between $8 billion and $8.5 billion in 2025, up by 12-20% compared to 2024.

How do you assess the 2025 export outlook for durian which is often called the billion-dollar fruit and also "king of fruits"?

China will continue to be the most important market, with demand expected to keep rising. New markets like South Korea, Japan, and the EU are opening up significant opportunities, though it will take time to develop these markets fully.

The greatest challenges include maintaining quality control and expanding standardized growing areas. If these opportunities are fully leveraged, the export value of durian could exceed $2 billion.

Has the fruit industry been affected since Donald Trump became President of the U.S. for the second time?

In early 2025, U.S. President Donald Trump implemented a series of new import tax policies to adjust the trade balance and protect U.S. industries. Although these policies primarily target major trading partners like China, Mexico, and Canada, they also have some impact on Vietnam's fruit exports to the U.S., including Vina T&T’s operations.

On February 1, 2025, President Trump signed an executive order imposing an additional 25% tax on imported goods from Canada and Mexico, and 10% on goods from China. On February 13, 2025, another executive order was issued to increase import taxes on countries with large trade surpluses with the U.S., including Vietnam.

As of now, the U.S. has not imposed additional import taxes on fresh fruit from Vietnam, so fruit exports to the U.S. are still operating normally.

However, since Vietnam is on the list of countries with a large trade surplus with the U.S., the possibility of future tariffs cannot be ruled out. This could pose a challenge for Vietnamese fruit exporters in maintaining their market share in the U.S.

For Vina T&T, there haven’t been any indications that the U.S. plans to impose tariffs on fresh fruit, so our exports to the U.S. are still running smoothly. Despite this, Vina T&T is fully aware of the potential risks from U.S. tax policies. The company is closely monitoring the situation and preparing response plans, which include diversifying export markets and improving product quality to maintain competitiveness.