Building a brand for shark catfish is key to increasing added value
(VAN) A brand's purpose extends beyond a name or symbol; it also represents the image, reputation, and trust that customers associate with shark catfish products.
Doan Toi, Chairman of the Board and CEO of Nam Viet Joint Stock Company. Photo: Le Hoang Vu.
The importance of brand building
In an increasingly competitive global seafood export market, a strong brand is both a crucial factor in increasing the added value of products and the key to expanding the market for the shark catfish industry. Nam Viet Company, based in An Giang Province, has made an active effort to enhance its shark catfish brand and achieve significant progress in seafood exports.
According to Doan Toi, Chairman of the Board and CEO of Nam Viet Joint Stock Company, developing a strong brand for the shark catfish industry is a vital strategy for the survival of his company.
Nam Viet Company currently operates an aquaculture production area that utilizes modern technology and holds comprehensive certifications such as GlobalGAP, ASC, and VietGAP. As a result, the company helps promote environmental safety and produces high-quality, food-safe raw materials. Photo: Le Hoang Vu.
According to Chairman Doan Toi, a well-established brand will enable the company to expand its market reach, particularly as foreign markets impose increasingly stricter trade barriers. "If we are able to develop a strong brand, our shark catfish products will be more readily accepted in demanding markets such as Europe, the U.S., and Japan. This development not only helps expand our market share but also allows the company to avoid unexpected disruptions in individual markets," Chairman Doan Toi stated.
Strategic steps to build a shark catfish brand
After recognizing the importance of branding, Nam Viet has implemented various strategic measures to build and promote its shark catfish products. Accordingly, the company has made significant investments in quality control, which encompasses the stages from farming to processing and packaging.
Seafood processing for export at Nam Viet Joint Stock Company. Photo: Le Hoang Vu.
In addition, Nam Viet constantly innovates its processing technology and diversifies its product lines. The company does not limit itself to traditional products such as fillets; it has also expanded into the higher value-added market with breaded pangasius, ready-to-eat pangasius, and organic pangasius.
This level of diversification enables Nam Viet to reach a wider range of customer segments and enhances the added value of each product. Additionally, the company places significant emphasis on developing its brand image through structured marketing campaigns and promotional programs at international trade exhibitions.
To date, Nam Viet's shark catfish products are present in over 50 countries and territories around the world. Photo: Le Hoang Vu.
At present, Nam Viet adopts modern technologies with comprehensive certifications such as GlobalGAP, ASC, and VietGAP for its aquaculture production areas. Moreover, the company operates a GlobalGAP-certified feed processing plant that complies with Vietnamese production standards, enabling it to export to the most demanding markets around the world.
Consequently, Nam Viet's high-quality and food-safe products are gaining popularity in numerous foreign markets, including the EU, China, Thailand, and South America.
Nam Viet Company has made an active effort to enhance its shark catfish brand and achieve significant progress in seafood exports. Photo: Le Hoang Vu.
According to Do Lap Nghiep, Deputy CEO of Nam Viet Joint Stock Company, Nam Viet is currently focusing on the development of several value-added products, such as dill fish cakes, fish paste, and special fish cakes, to diversify its product lines and expand its export market reach. Notably, the company produces the aforementioned products with a commitment to quality and adherence to green, clean, and convenient standards. The company recently announced a high-tech shark catfish product line aimed at serving export markets in the EU, South America, ASEAN, China, and the Middle East.
The revenue from shark catfish exports reached 918 million USD in the first six months of 2024, which marked an increase of 5% compared to the corresponding period in 2023. Accordingly, shark catfish fillets stand as the most valuable export product with a total revenue of 739 million USD, marking an increase of 3%. Additionally, the revenue from fresh/frozen/dried pangasius exports reached 162 million USD, marking an increase of 17%. China and Hong Kong maintained their positions as the largest markets for Vietnamese shark catfish exports in the first six months with a total turnover of 258 million USD, a decrease of 8% compared to the corresponding period in 2023; followed by the US market at 160 million USD, an increase of 14%; CPTPP at 128 million USD, an increase of 11%.
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