250 US farm products introduced to Vietnamese consumers

Marking the 250th anniversary of U.S. Independence

On July 9, MM Mega Market Viet Nam (MMVN), in collaboration with the U.S. Embassy in Viet Nam and the U.S. Department of Agriculture (USDA), officially launched the trade promotion program "U.S. Agricultural Products - Superior Quality" at MM Mega Market Thang Long in Hanoi.

The program aims to expand Vietnamese consumers’ access to high-quality U.S. agricultural and food products while further strengthening agricultural trade relations between the two countries.

Running from July 9 to 22 across 11 MM Mega Market wholesale centers nationwide, the campaign showcases more than 250 U.S. products from 14 leading U.S. agricultural trade organizations. The initiative is also one of the activities in Viet Nam commemorating the 250th anniversary of U.S. Independence.

According to Ralph Bean, Agricultural Counselor at the U.S. Embassy in Hanoi, the campaign reflects the USDA’s commitment to connecting Vietnamese consumers with safe, high-quality U.S. agricultural products while further strengthening bilateral agricultural trade.

“We are pleased to see demand continue to grow year after year. In fact, last year, U.S. exports of consumer-oriented agricultural products to Viet Nam reached a record USD 1.2 billion,” he said.

Meanwhile, Nguyen Duc Toan, Chief Executive Officer of MM Mega Market Viet Nam, affirmed that expanding cooperation with the USDA and U.S. partners remains a key component of the company’s long-term development strategy.

“Through our nationwide distribution network, we aim to serve as a bridge that brings an increasing variety of high-quality U.S. agricultural and food products closer to Vietnamese consumers, while also contributing to stronger agricultural and trade cooperation between our two countries,” the MM Mega Market representative said.

Throughout the campaign, customers can explore a wide range of premium U.S. products, including beef, pork, poultry, fresh produce, potatoes, processed foods, confectionery, beverages, seasonings, cereals, and nuts.

All products are sourced from certified producers and managed under a farm-to-table supply chain, ensuring high standards of quality and food safety for both retail customers and HoReCa partners (hotels, restaurants, and catering services).

The “U.S. Agricultural Products - Superior Quality” campaign marks the latest annual collaboration between MM Mega Market Viet Nam and the USDA to promote U.S. agricultural exports in the Vietnamese market.

The initiative contributes to broader efforts to strengthen U.S. - Viet Nam economic relations, expand Vietnamese consumers’ access to high-quality American products, and foster stronger partnerships between businesses in both countries.

Beyond agricultural products

Agricultural Counselor Ralph Bean emphasized that U.S. - Viet Nam agricultural cooperation extends well beyond trade, encompassing areas such as capacity building, supply chain development, and strengthening risk management in agricultural production.

According to him, bilateral agricultural trade continues to grow in ways that benefit both countries. The U.S. supplies a wide range of essential commodities and inputs for Viet Nam’s livestock sector and other industries, while Viet Nam exports many of its competitive products to the U.S., including coffee, agricultural products, and fresh foods.

Beyond trade, the two countries are also working together to enhance agricultural production and business capacity while promoting the development of sustainable supply chains, helping to reinforce a long-term agricultural partnership.

Commenting on the role of modern retail chains such as MM Mega Market, Bean noted that the expansion of modern retail formats is a natural trend as Vietnamese consumers' incomes continue to rise and expectations for product quality and food safety become increasingly demanding.

According to Bean, modern retail systems play a vital role in preserving product quality, particularly for products that require stringent handling procedures, such as U.S. cherries and many other fresh agricultural products.

This not only benefits U.S. trade but also helps Vietnamese producers maintain product quality before goods reach consumers.

Regarding the potential for Vietnamese agricultural exports to the United States, Bean commended Viet Nam's progress in investing in supply chain infrastructure and post-harvest handling and storage systems.

He encouraged Viet Nam to build on these achievements by further strengthening its logistics network, improving post-harvest handling processes, and enhancing quality management standards so that agricultural products can enter international markets at the highest possible quality and achieve greater commercial value.

Bean also stressed the importance of adding value through deeper processing. In his view, Viet Nam is steadily emerging as an important regional hub for agricultural processing, with many imported agricultural commodities being processed domestically before being re-exported to global markets.

USDA partner organizations

Popcorn Board

California Prune Board

Food Export Northeast – Seafood Program

Potatoes USA

Raisin Administrative Committee (RAC) – California Raisins

USA Poultry & Egg Export Council (USAPEEC)

California Walnut Commission

U.S. Meat Export Federation (USMEF)

Washington Apple Commission – Cosmic Crisp® Apples

Northwest Cherry Growers – Northwest U.S. Cherries

California Fresh Fruit Association – California Nectarines

California Table Grape Commission

U.S. Highbush Blueberry Council

U.S. Soybean Export Council (USSEC)