The desire to reach the great sea

In Lam Dong Province, Vien Son Joint Stock Company (Lien Hiep Township, Duc Trong District, Lam Dong) is one of the leading enterprises in the field of processing and export of agricultural products. In 2022 alone, this company exports 4,200 tons of frozen yams to the Japanese market and about 2,500 tons of frozen and fresh yam products to markets like Korea, Taiwan, Malaysia, Singapore and Thailand.

Commenting on the process of “reaching the great sea,” Mr. Nguyen Duy Da, chairman and director of Vien Son Joint Stock Company, said: In 1991, after graduating from university, he entered a manufacturing company. Growing vegetables in the Da Lat (Lam Dong) city area, then transferred to the management department of an organic farming company specializing in the production of vegetables and flowers with Dutch investment. Later, having gained experience in production and trade in the field of agriculture, he founded his own company.

He said: “At the time I thought I had the knowledge and experience, so I had to do something bigger, I couldn’t work forever. In particular, I aspired to start a sweet potato business in order to have access to sweet potato products. Working with farmers, helping them achieve stable production and increase income always motivates me. In 2008 I decided to quit my job and return to found Vien Son Company”.

In the early years of founding, he searched for markets for sweet potato products alone, and then drove around the countryside in Duc Trong, Lam Ha and Don Duong districts of Lam Dong province to shop. Later, when the market expanded, he roamed the countryside in Dak Nong, Dak Lak to buy potatoes.

On that day, trade stopped mainly buying fresh sweet potatoes from people, bringing them home for pre-processing, sorting, then selling in the market and exporting to countries like Thailand and Malaysia. The store consists mainly of fresh products, so there is a period when the products are lost due to damage. Especially for fresh produce, companies can only select about 40% of the products with suitable design for export, the remaining 60% are goods that are oversize or not up to standards, forcing them to sell the products.

Mr. Da confided, “Once the goods are sold in the market, the value is not high and the profit is not high. But if we don’t make big profits, we can’t help farmers get out of poverty. I think it’s necessary, have to change the plan, have to focus on processing”.

In 2012, after a period of reflection, with the accumulated and borrowed money totaling more than VND 20 billion, Mr. Da started building a sweet potato processing and freezing factory. Back then, he had to hire experts from the Netherlands to design and build factories and train operators. When he had the first batch of frozen sweet potatoes in 2015, he offered them, focusing in particular on the Japanese market for marketing and looking for opportunities.

The word “trust”, the word “heart” brings sweet potatoes to Japan

In 2015, Vien Son Joint Stock Company’s frozen sweet potato product was present in the Japanese market and immediately caught the attention of customers. After attending the product launch fair, Japanese businessmen flew directly to the company’s factory site via Vietnam to collect information on the production process and evaluate product quality.

The Japanese also organized expert delegations through direct surveys in the company’s raw material divisions to review a range of indicators on pesticide residues and dozens of other factors related to product quality.

“Working meetings between the two sides are ongoing and when the company meets the requirements of the Japanese partner, the new contract will be signed,” shared Mr. Nguyen Duy Da, adding that in 2016 the company exported the first 600 tons of frozen sweet potatoes the Japanese market, and this is an important milestone that marks a turning point in the company’s history. By 2017, the company continued to win orders, increasing orders to 1,500 tons, increasing to 2,000 tons in 2018-19 and now 4,200 tons of frozen sweet potatoes.

Speaking about Japan, Mr. Da said it is a potential market and brings value. However, to enter this market, manufacturers must have both the word “credibility” and the word “heart”. Manufacturers must put product quality criteria first. In addition, the organization of production from sowing, care, harvesting to pre-processing and processing must be done scientifically and methodically.

Mr. Da shared, “Production must have agropharmaceutical diaries, growing areas must be localized, and production must comply with their food safety regulations. Processing plants must ensure food safety compliance. , chemicals, control of foreign substances, impurities in the product. The production process must follow each phase, and the production equipment must be modern… The product measurement and metering must also be accurate. Every detail and the management team must be professional”.

Currently, in order to secure the raw materials for processing and exporting sweet potato products, Vien Son Company has partnered with about 200 households in Lam Dong, Dak Nong, Dak Lak, Gia Lai and Kon Tum provinces. The production area of ​​this company is currently around 1,000 hectares with an average potato production of 9,000 to 10,000 tons/year. In addition to the development of sweet potato products, Vien Son Company also focuses on the high-tech production of peppers and cooperates with Japanese eggplant and pumpkin farmers. In the coming period, this company will supply the market with vegetables, tubers, instant mixed fruits and dried products.

“To work with the Japanese, it is necessary for me to read their minds and put quality first in production. The company currently produces and trades according to the criterion “quality food for life”. Food has quality, consumers have better health and create more value, so the quality of life becomes better. In particular, the business is therefore also more profitable and can help more farmers,” said Mr. Da.

He added that the company is focusing on diversification of products and connecting with people in central highland provinces to expand raw material areas. In addition to the markets of Japan, Korea, Taiwan, Malaysia, Singapore, Thailand, the company will expand to the markets of European countries, the United States, Canada… Currently, the company’s products are manufactured and processed on an international basis standards such as FSSC 22000 , GLOBALGAP, HALAL.

Recently, Vien Son Joint Stock Company was awarded the National Quality Award (the highest award in the legal system for quality, products and commodities, bestowed by the Prime Minister). The company also won the Vietnam Gold Star Award – Top 200 in 2018; certified “High Quality Vietnamese Goods – Integration Standard” in 2019. For many consecutive years, the unit has been recognized by authorities at all levels as a typical enterprise, businessman and respected exporter.