Consumer trust is the backbone of organic farming growth

The workshop marks the dissemination of an assessment conducted under the Danish - Vietnamese Strategic Sector Cooperation on Food and Agriculture, responding directly to Outcome C of the SSC. The assessment focuses on consumer trust, the credibility of organic certification systems, and the role these elements play in supporting the sustainable development of Viet Nam’s organic market.

Ms. Sanne Høj Andrén, Counselor for Food and Agriculture at the Embassy of Denmark in Viet Nam, emphasized: Viet Nam has made significant progress in establishing a policy framework for organic agriculture and developing the domestic market. However, the study indicates that consumer trust does not automatically arise from standards alone; it depends heavily on how certification systems are governed, communicated, and enforced throughout the value chain, as well as the extent to which consumers understand and believe in the value of organic certification.

"Food Nation Denmark, a public-private partnership model in the Danish food sector, has served as a bridge between regulatory agencies, businesses, and academic institutions. Not only has this model contributed to the development of Denmark's organic agriculture industry, but it has also built long-term reputation, enhanced transparency, and fostered social consensus for the organic system," Counselor Sanne stated.

According to Mie Lauritzen, the Director of Food Nation Denmark, the achievements do not merely stem from technical farming practices but are fundamentally rooted in a strategic approach to cultivating a sustainable ecosystem. “The Danish experience serves as a clear testament to the vital importance of transparent communication, rigorous governance, and a symbiotic collaboration between the public and private sectors. These elements constitute the core pillars necessary for fostering enduring trust and effectively expanding the scale of the organic marketplace,” she remarked.

The leadership of Food Nation further highlighted three pivotal factors that could serve as a valuable reference for Vietnam’s development: the comprehensive process of formulating organic policies; the influential role of a nationally recognized organic certification label; and the delivery of messages that are simple and accessible, yet remain profoundly credible to the consumer base.

Within the framework of the workshop, participants engaged in lively discussions, drawing comparisons and lessons from international experience in developing organic product markets. Many contributions focused on analyzing how consumer trust in organic labels is built and strengthened, while also highlighting existing gaps and shortcomings in the current regulatory and management system.

Participants shared the common view that consumer trust remains one of the key barriers to the next stage of development of Viet Nam’s organic market. In practice, although technical standards have gradually been put in place and consumer demand for organic products continues to grow, the foundational conditions needed to build and sustain trust have not yet kept pace with market expectations. Core elements such as transparency across the production and distribution chain, independent monitoring mechanisms, and accountability after products are placed on the market remain fragmented and insufficiently effective.

In addition, the current organic certification system is facing a number of challenges, including post-certification monitoring and enforcement, the management and coordination of certification bodies, as well as data fragmentation and inconsistencies in market-level implementation of regulations.

"The prevailing low levels of consumer confidence do not necessarily signify indifference; rather, they represent a rational response to the perceived risks of fraud and the current lack of transparent accountability. Consumers exhibit a tendency to seek assurance through credible signals and the established reputation of retailers at the point of sale, instead of taking it upon themselves to independently verify information," the delegates remarked.

Counselor Sanne Høj Andrén expressed her firm conviction that this assessment study serves as a foundational starting point for subsequent collaborative endeavors. The Danish side committed to standing alongside Viet Nam through pilot initiatives, technical assistance, and the exchange of expertise, with the ultimate goal of consolidating consumer trust and propelling the sustainable advancement of the organic agriculture sector in the coming period.