Bringing MS purple rice from lab to digital marketplace

Exceptionally high anthocyanin content

Inspired by the in-depth research of Dr. Vo Thi Ngoc, Director of MS Thien Ngoc Food Co., Ltd. in Vinh Long province, on the nutritional value of black brown rice and the orientation for sustainable agricultural development, the MS purple rice variety (also known as MS 2019 Master Ruma) was officially born.

The variety was the result of years of exclusive research and careful selection. It received a consolation prize in the Delicious Rice Competition at the fourth Vietnam Rice Festival in 2019, held in Vinh Long Province. In November 2023, it was granted plant variety protection by the Department of Crop Production (now the Plant Production and Protection Department). It also received the 2024 Science and Technology Award at the Global Science and Economic Exchange Forum 2024 in the United Arab Emirates.

The product's distinctive feature is its natural purple color, indicating an exceptionally high concentration of anthocyanins - powerful antioxidants that help protect cardiovascular health, improve vision, and strengthen the immune system.

Data from laboratory analyses show that the rice fully complies with food safety standards and contains no detectable residues of the herbicide 2,4-D. It is rich in vitamin B1, calcium, iron, and beneficial fatty acids including Omega-3, Omega-6, and Omega-9. Notably, its very low amylose content of just 2.2% eliminates the dryness commonly associated with brown rice. It can be cooked without pre-soaking like ordinary white rice, producing soft, sticky, fragrant, and easily digestible grains.

To help consumers identify authentic products and avoid counterfeits, all genuine MS purple rice distributed by Viet Thai Organic clearly features a portrait of the rice breeder, Dr. Vo Thi Ngoc, on the packaging.

"We want every grain of rice to be more than just delicious food. It should also be a product that protects health and gives consumers complete confidence in both its origin and quality," Dr. Vo Thi Ngoc said.

A vision for 100 hectares of rice-shrimp farming and digital transformation

Building on its initial success, the MS purple rice production chain is accelerating its strategic expansion in 2026. The production area is currently managed by the Green Agriculture Cooperative in Can Tho City, where cultivation follows organic-biological methods and natural rice-shrimp farming systems in key agricultural regions of the Mekong Delta. This year, the cooperative and its partners aim to expand the rice-shrimp production area to 100 hectares.

The farming model leverages clean water sources and naturally deposited alluvial soil, and uses 100% organic-biological fertilizers produced by the Long Binh Organic Fertilizer Plant (formerly in Long An province), thereby increasing value per unit of cultivated land.

Alongside expansion, a major priority this year is the gradual digitization of growing area codes and transparent traceability in accordance with Government Decree No. 37/2026, using chip-based tracking technology through the Tracking Stamp solution developed by the Vietnam Anti-Counterfeit Technology Joint Stock Company (ACTIV).

This digital traceability system is expected to serve as a "golden passport," enabling consumers worldwide to confidently identify authentic MS purple rice (marketed as Viet Thai black brown rice). It also serves as an important step toward obtaining geographical indication protection for the product, with technical support from agricultural experts.

Standardized growing area codes and geographical indication status are expected to become powerful credentials, allowing this purple rice from the Mekong Delta to access demanding export markets in the near future.

A fully integrated value chain

The rapid development of the MS purple rice brand demonstrates the effectiveness of a closely integrated "four-link" value chain involving MS Thien Ngoc Food Co., Ltd. (production and procurement), Vietnam Anti-Counterfeit Technology Joint Stock Company (traceability solutions), and Viet Thai Organic (the exclusive long-term distributor).

Keeping pace with modern consumer trends, Viet Thai Organic has expanded nationwide by establishing a strong presence across major e-commerce platforms.

Through its official stores on Shopee Mall, TikTok Shop Mall, Lazada, and the company's website, Viet Thai Organic's black brown rice consistently records between 15,000 and 20,000 orders per month, equivalent to approximately 40-50 metric tons sold monthly. Total supply across all sales channels is expected to stabilize at 50-70 metric tons per month to meet growing consumer demand.

Its strong digital presence not only expands market reach but also demonstrates the successful commercialization of scientific research, contributing to the sustainable development of Vietnam's agricultural sector.

Customer feedback has further reinforced the product's reputation. Consumers frequently praise the rice for its soft texture, pleasant aroma, ease of cooking without soaking, and convenient vacuum-sealed packaging. Many customers also report that incorporating MS purple rice into their diets has helped them better manage blood sugar levels.

MS purple rice is a premium, nutrient-rich variety developed through many years of research and selection by Dr. Vo Thi Ngoc, an internationally recognized crop scientist. Agronomically, the variety is vigorous, resistant to rice blast and bacterial leaf blight, consistently yields more than 7 metric tons per hectare, and is particularly well suited to organic-biological cultivation and sustainable rice-shrimp farming systems in the Mekong Delta.

To directly experience and purchase authentic products, customers can access Viet Thai Organic's online store system, including Shopee Mall (shopee.vn/vietthai.organic), Shopee Favorites (shopee.vn/vietthaiorganic), TikTok Mall (tiktok.com/@vietthai.organic), Lazada (lazada.vn/shop/vietthai-organic/), or check the official website (vietthaiorganic.com).