Masan and De Heus ink strategic cooperation deal

Speaking at the signing ceremony on September 14, Minister of Agriculture and Rural Development (MARD) Le Minh Hoan said: "Whether the companies are large or small, what I wish is not only potentials but also their spreading of social effect. It depends on whether the companies can create an inclusive ecosystem or not."

According to the Minister, both Masan MEATLife Joint Stock Company and De Heus Co., Ltd. are big brands that have won prestige in the livestock and food processing market. He expressed hope that Masan MEATLife and De Heus will help farmers create standard breeding processes, although it is more difficult than raising animals in a closed cycle at the factory.

"If they can do that, I believe Masan and De Heus will create their own brands. I think brands should first be the names beloved by people so to be loved by society, people, and management agencies, and to get their high appreciation are also ways for companies to increase the value."

On behalf of the agricultural sector, the MARD Minister thanked the two companies, especially for their contributions to the sector over the past time. He expressed his hope that they will expand cooperation across the country.

The co-operation between De Heus - an expert and leading supplier of nutritional products for animals and Masan - a leading consumption and retail group in Vietnam, is assessed as promising, helping accelerate the development and modernization process of the animal protein value chain from “farm to dining table” according to the 3F (Feed - Farm - Food) model.

The Memorandum of Understanding (MoU) signing on their partnership ties have clearly embodied the spirit of the EU-Vietnam Free Trade Agreement and the Investment Protection Agreement. In addition, the signing also promotes the strengths and experiences of each side. Masan will continue to invest in the field of cool meat, while De Heus focuses on nutritional solutions, breeding, and farming.

Mr. Danny Le, General Director of Masan Group, and Chairman of the Board of Directors of Masan MEATLife said at the signing ceremony: "I believe the cooperation between Masan MEATLife and De Heus will promote Vietnam's animal protein value chain in the direction of modernization to be ‘well-matched’ with developed countries. Our first priority is to serve consumers with safe and fresh meat and fish products at reasonable prices."

Mr. Gabor Fluit, General Director of De Heus Asia shared: "It can be seen that the implementation of regulations on food safety, biosecurity, traceability, animal welfare and antibiotic use applied in the animal protein value chain in the Vietnamese market is increasingly enforced and strictly managed. This is considered as an important factor in promoting the competitiveness of farmed animal protein products in Vietnam".

This MoU is a non-binding agreement, however, the two sides are committed to promoting one or more cooperation agreements before the first quarter of 2022.