Show us 8 certificates printed on cinnamon boxes, when preparing to export, Director of Vietnam Cinnamon Production and Export Joint Stock Company (Vinasamex) – Ms. Nguyen Thi Huyen – shared: Here is the conclusion The result of an arduous journey, but thanks to these certifications, Vinasamex is taking confident steps to enter the international market.
Effort for Organic products With Director Nguyen Thi Huyen, building an organic material area, training farmers to become familiar with new production processes, actively spend a large amount of money to maintain the certification. … is a story that can be told forever. Ms. Huyen said that before setting up the company, she and Mr. Nguyen Que Anh (currently the Chairman of Vinasamex’s Board of Directors) had many years of collecting cinnamon and anise for export. “The process of approaching the foreign market, we soon realized that, it is also anise, but if you know how to produce and process properly… the value will be much higher. Especially, when participating in international fairs, seeing businesses easily find customers thanks to having a reputable brand, I have cherished the idea of branding in a methodical manner for Vinasamex ”- Ms. Huyen share.
From this mindset, in 2013, after being established not long ago, the company started working as a dossier for Vinasamex’s products to obtain prestigious international certifications such as: Fairtrade certificate – international certification. on fair trade; Organic EU organic product certification; Forlife certification (protecting people, the environment, and social responsibility) …

“However, things are not as simple as envisioned, because just getting Oganic EU certification, Vinasamex must perform very strictly, adjusting the standards set out, from seeds, planting land, tending, collecting. picking and processing, packaging … ”- Ms. Nguyen Thi Huyen recalled.

In fact, good products and a reputable brand … will be the basic factors to make revenue and profit for the company. This is also the reason why Director Nguyen Thi Huyen and the leaders of Vinasamex and the technical staff day and night dive in the cinnamon forests, in Lang Son, Yen Bai, training and encouraging thousands. farmers get acquainted with new production processes; at the same time, show them the “benefits” for health, the environment and the rising income when organic production is widely applied …

As a result, Vinasamex is the only company in the cinnamon industry up to now, having up to 8 prestigious certificates, as a “passport” so that its organic and cinnamon products can be sold directly in the system. supermarkets in the world; accepted by fastidious markets such as Europe, USA, Japan, Korea, Canada … accepted. Currently, the company annually exports about 1,000 tons of cinnamon, anise with a value twice as high as when organic processes have not been applied …

Branding and development

Vinasamex’s world outreach process is more convenient when supported by the Department of Trade Promotion (Ministry of Industry and Trade), from brand development consultancy to assistance in building a brand identity …

Ms. Huyen said that at the right time to build a brand, the company was chosen by the Department of Trade Promotion to participate in the project of supporting enterprises to build and develop brands. With this project, you have been attending training classes to better understand what the brand is? How to develop the product? And how to have a reputable brand? At the same time, the company is supported to improve the brand identity, build brand stories as well as be connected to participate in specialized exhibitions / fairs at home and abroad.

“Cinnamon, back in Vietnam, was of very good quality, highly appreciated by many scientists, if we could not build a reputable brand – I felt guilty about that product. Without the brand, there won’t be many customers who know cinnamon, back in Vietnam, so it will be impossible to remember to decide why to buy that product! ”- she said and said, along with being positive branding, regularly every year, Vinasamex still spend billions to continue maintaining the existing certifications. At first sight, this cost is very large, but it is not small In the spirit of doing well from the original, the value is sustainable. (Hoang Mai – Industry and Trade Newspaper)