New era for Viet Nam’s agriculture - From native products to marketing strategies

Imbued with strategic thinking and an open-minded spirit, “Right to Win: The ‘Winning Edge’ of Viet Nam’s Agriculture” is a concise 250-page national action plan that shapes a new vision for Viet Nam’s agriculture in a time of transformation and deep global integration.

The work not only presents a development model but also reflects a new national mindset, one that views Vietnamese enterprises as value creators, linking growth with social responsibility and sustainable development.

From strategic thinking to ecosystem thinking

Through the development journeys of AgriS and Betrimex, two pioneering companies in elevating the value of sugarcane, coconut, and Vietnamese agricultural products, author Dang Huynh Uc My portrays the new generation of Vietnamese entrepreneurs. They are bold, decisive, and always ready to create breakthroughs. They are determined to elevate Vietnamese ingenuity on the global stage.

“Right to Win” opens a holistic development mindset that weaves strategy, technology, and people into an intelligent agricultural ecosystem, where businesses become the core of the value chain, aligning economic interests with community benefits.

From strategy to a value system

The book guides readers through a modern agricultural operating model where technology, data, and people blend seamlessly. From research and development to product innovation, from digital transformation and artificial intelligence (AI) to circular value chains, everything is integrated into an advanced management system targeting Net Zero 2035 and sustainable development.

AgriS and Betrimex have taken Vietnamese products to 76 countries through six pillars of smart agriculture and the 3C model (AgriC focusing on precision agronomy and digital technology; ProC elevating processing and circular use of by-products under a Zero Waste philosophy; ComC expanding global trade). This strategy is helping build a modern, sustainable, and people-centered agricultural brand for Viet Nam.

Vietnamese spirit - Vietnamese products - Vietnamese brand

“Right to Win” expresses the Vietnamese spirit: creativity, perseverance, and self-reliance. From local raw materials such as sugarcane, coconuts, and other native crops, Vietnamese companies have created world-class products that carry national pride into international markets.

It paints the journey “from Vietnamese farms to global tables,” where each product not only brings value as a commercial good but also serves as a cultural ambassador and symbol of Vietnamese identity. Vietnamese spirit becomes Vietnamese products, Vietnamese products build Vietnamese brands, and Vietnamese brands spread Vietnamese confidence across the world.

Shared value - Spreading trust

The distinctiveness of “Right to Win” lies in its humanistic and sustainable development philosophy: “Fairly sharing benefits among businesses, farmers, partners, communities, and the nation”.

This philosophy reflects the character of Viet Nam’s new entrepreneurial generation, not only striving for profit but also building the foundation for balanced, sustainable, and harmonious value. This development mindset is for the people, society, and the nation’s future.

Viet Nam’s marketing strategy opens the way for a national brand

From the viewpoint of the Viet Nam Marketing Association, “Right to Win” is not merely an agricultural story but a vision for national marketing. It is time for Vietnamese marketing to evolve from promotion to value creation, from domestic markets to global positioning.

Three pillars must be clearly defined:

• Vietnamese identity: creating an authentic story of Viet Nam’s proud roots.
• Superior quality: demonstrated through technology, standards, and consumer experience.
• Global reach: enabled by digital platforms, ESG, and national brand strength.

Marketing should lead the way and become the country’s “soft power” that elevates Vietnamese brands from broadening their impacts on the domestic market to affirming regional prominence.

Mission of the pioneering generation

“Right to Win” stands as a symbol of Viet Nam’s spirit of renewal, where knowledge, technology, and people fuse in a journey of resilient development.

When the Vietnamese spirit is awakened, Vietnamese brands stand firm. When deep quality is affirmed, Vietnamese value rises. This is the moment for Vietnamese marketing to assert its leadership role, opening the way for Vietnamese brands to step confidently into the global era with strong belief, determination, and Vietnamese intellect.