Song Ma longan welcomes the export market

Overcoming technical barriers to reach international markets

Despite the high yield of Song Ma longan, farmers previously often only sold small quantities locally and struggled to locate markets for the produce. Song Ma longan is primarily exported to China through small quota channels to a limited extent.

The local government has established multiple support policies and conducted technology transfer in order to increase the consumption and selling prices of Song Ma longan. Accordingly, local cooperatives and farmers adjusted their farming methods with a focus on high quality products that meet the expectations and needs of consumers.

Additionally, the province focuses on exporting its longan to regular markets including the United States, China, and Europe. Agricutlural products must meet international requirements in order to enter these markets. With the aim of overcoming technical barriers, agricultural cooperatives and households have focused on the application of quality and food safety standards such as VietGAP, organic, GlobalGAP, ISO 22000, etc.

Compliance with the aforementioned standards not only improves product quality, but also ensures that the manufacturing process complies with international standards. On the other hand, the use of advanced technology in the cultivation, care and preservation process helps maintain the freshness and quality of the longan during harvesting, packaging and transportation.

In addition to product quality, Song Ma longan also features product diversification and added value to appeal to the export market. Agricultural households, businesses and cooperatives have invested in the research and processing of longan, which enhances value and creates diverse choices for customers in the international market.

Song Ma district has focused on assisting households in producing longan with the goal of official export since 2018. With the largest longan growing area in the country, Song Ma district has helped farmers earn production unit codes based on export markets. The district was granted 48 production unit codes for longan by 2023 on a total area of ​​over 480 hectares, including 12 production unit codes for longan export to the US; 23 production unit codes for longan export to China; 13 production unit codes for longan export to Australia and New Zealand.

Song Ma district currently has 47 cooperatives and 1 company producing safe VietGAP-compliant fruits  with 50 linkages, an area of ​​​​approximately 900 hectares, and a fruit yield of nearly 9,780 tons.

The district's total output in 2023 is estimated at over 70,000 tons. There are currently 4,500 tons of early ripe longan available for domestic consumption. It is expected that the first two longan containers of the year will be exported to China, the EU and the UK on July 28, 2023.

Active trade promotion and brand promotion

In addition to the application of international standards to improve product quality, Song Ma district has actively built various programs to promote trade and promote the Song Ma brand.

The National Office of Intellectual Property under the Ministry of Science and Technology officially issued the "Song Ma longan Certification Mark" on June 21, 2017, marking an important milestone in the Song Ma district's journey to reach international markets. Additionally, the certification mark helped Song Ma longan strengthen its position and enhance its value for distribution in domestic and foreign markets.

The district organizes "Song Ma Longan Festival" annually to promote and introduce the "Song Ma Longan" brand to an influx of consumers, domestic and foreign tourists. Accordingly, various activities to introduce products and contests were held at this festival. Furthermore, the district observed the signing of longan sale agreements between households, businesses and cooperatives. Most notably, the district held a ceremony to commemorate the first longan export shipment.

Trade promotion and brand promotion activities play an important role in expanding export markets for Song Ma longan. Businesses and cooperatives have participated in international exhibitions, interacted with potential partners and built a network with importers and distributors. On the other hand, Song Ma district has established channels to promote modern brands on social media channels such as fanpage, youtube, tiktok, official websites, etc.

Activities are also promoted in the mass media, contributing greatly to the building of trust and brand recognition in the international market.

The strategic vision and timely support from the Government as well as investment from businesses, cooperatives and farmer households have helped Song Ma longan overcome every technical barriers to reach the international market. The commitment to quality, innovation in the production process, the utilization of modern technology in combination with reliable partnerships have brought success to Song Ma Longan products in the domestically and internationally.