Dedication for clean rice

For Vietnamese consumers, the rice must be delicious, and clean

Previously, Tan Long Group had achieved many successes in the import and export of food products such as rice, cashew ... From the position of a "trader", Tan Long has realized that the domestic market is an area full of potential for developments.

Therefore, now the group concentrates on promoting product development to serve the domestic market, with the A An Rice brand as the pioneer. A An focuses on convenience factors and good shopping and consumption experiences; aims to serve aromatic rice and specialty rice packed in high quality small bags.

This domestic rice label's biggest effort is the commitment to not mix and stabilize prices for customers. This is an arduous story for any rice business because in order not to mix, the quality of the rice must be unchanging and delicious.

In order to do so, it is necessary to prepare huge resources in both quantity and quality: a stable source of input rice, a large-scale drying and storage system that can timely process fresh rice right after harvesting, large investment in high-tech factories to ensure the quality of rice and rice stocks, packed rice must be freshly milled rice…

Businesses must be persistent and capable enough to build and manage the entire rice chain from rice production in the field to develop selling points to supply to the market, and each process is actively and strictly controlled in terms of quality.

But most importantly, it all has to come from the heart of those who make delicious, clean rice from farmers’ high-quality rice sources to serve the people.

Having good growth after 2 years of launch, even after experiencing many disease outbreaks from 2020 until now, the representative leaders of A An Rice label openly share their biggest goals in the next 5 years: It is to reach the 10% mark of the total production volume for small-bag rice, the rice has traceability and meets the domestic rice market’s high standard and quality.

It is no coincidence that this rice label sets such a big goal, because by the end of this year, Tan Long Group will put Happiness - the largest rice factory in Southeast Asia with a drying capacity of up to 240,000 tons - into operation.

Catching up on new consumer trends

Covid-19 and its heavy impact on the economy are not the story of only Vietnam or any other country but the entire world. Before there are enough vaccines to reach the threshold of community immunity, businesses must learn to "coexist with the pandemic", organize reasonable production and business activities, and at the same time ensure safety and efficient growth.

That situation poses a test for sensitivity for businesses, that requires flexible transformation to meet the growing trend of online consumption, with digitalization in business really taking the throne in the current state.

A traditional and essential industry such as rice also needs to change to meet the needs and new consumption requirements of customers in a timely manner.

According to Mr. Nguyen Chanh Trung, Deputy General Director of Tan Long Group, who runs the A An Rice label, the pandemic put businesses in a difficult position but this is also an opportunity to catch up with new consumption trends.

“After Vietnam achieves community immunity, production and business activities will accelerate to quickly return to the recovery state, stimulating retail and increasing domestic consumption. In the near future, we will deploy more utilities for customers through online service and management platforms so that customers can have better experiences", added Mr. Nguyen Chanh Trung.

A An Rice is serving aromatic rice products in 5kg - 10kg small bags such as Japonica, jasmine aromatic, and Dai aromatic with prices ranging from VND 19,000 to 22,000/kg; Soc Trang specialty aromatic rice ST21, ST24 have prices ranging from VND 22,000 - 29,000/kg.

Especially, Tan Long Group has just recently launched the “world's best rice” ST25, committed to using the certified variety of the breeder - Technician Ho Quang Cua, with the listed price of VND 160,000/bag of 5kg.