TT Meridian attends the Vietnam-UK agricultural trade ROUNDTABLE

A meeting in London on 13 May 2025 themed “Connecting trade in agriculture products between Vietnam and the United Kingdom” brought together Vietnamese and British government officials, industry leaders, and businesses. They discussed the current state, demand, and potential for growth in agricultural trade between the two countries.

Around 40 companies involved in farming, processing, logistics, and trade attended, along with representatives from UK agricultural organisations. Discussions covered key export industries, the potential of Viet Nam’s poultry sector, consumer preferences, import and export rules, and how to sell Vietnamese food and produce in UK supermarkets.

Attendees also made suggestions to help agricultural cooperation and improve access to markets for important export products from both nations.

Mr Tran Thanh Nam, Viet Nam’s Deputy Minister of Agriculture and Environment, highlighted the UK’s market opportunities. He suggested more regular events to connect businesses, the creation of business groups linked by supply chains, and better trade promotion and market research. He stressed that both sides needed to follow the rules for importing and exporting.

Mr Phuong Hoang, President of the Vietnamese Business Association in the UK (VBUK), mentioned the increasing interest among UK companies in reliable, high-quality, and sustainable agricultural supply chains. He pointed out Viet Nam’s strong exports of fruit, seafood, and processed foods, which are becoming more popular in global and British markets.

Mr Paul Rooke, Executive Director of the British Coffee Association, praised the quality of Vietnamese coffee, especially robusta. He said it has great potential in the UK’s varied and high-demand market. He emphasised the importance of understanding UK import rules, not just for quality, but also for environmental standards, rules against deforestation, and fair trade practices.

Ms Nguyen Thi Minh Phuong, Product Development Manager at Longdan Group, a major UK importer of Vietnamese goods, shared ideas on marketing. One suggestion was to keep the local names of products for better brand recognition. She highlighted the value of combining online marketing with in-store samples to introduce Vietnamese speciality fruits to British consumers.

Mr Thai Tran, Managing Director of TT Meridian Ltd, a leading importer of Vietnamese produce, said that Vietnamese brands and products like pomelo, coconut, dragon fruit, and passion fruit are now available in major UK supermarkets, including Waitrose, M&S, and Tesco. He noted that the UK-Viet Nam Free Trade Agreement (UKVFTA) had given Vietnamese agriculture a competitive advantage. However, he cautioned that this advantage might decrease as the UK signs more trade agreements with other countries, such as the recent one with India.

To keep their market share, Mr Thai advised Vietnamese exporters to ensure consistent quality, upgrade their technology, and manage costs to keep prices competitive. He also encouraged them to focus on sustainability, environmental responsibility, and building their brand, as these are increasingly important to UK consumers.

Mr Thai proposed that trade promotion organisations work with major UK distributors to organise nationwide Vietnamese Product Weeks, from big cities to rural areas, to increase brand awareness and help consumers become more familiar with the products.

The UK, which imports $67 billion worth of agricultural and food products annually, is seen as a market with a lot of potential. In 2024, Viet Nam’s agricultural exports to the UK reached nearly $883 million, a 15.4% increase compared to the previous year. Key Vietnamese exports like seafood, wood products, coffee, cashews, fruits, pepper, and handicrafts match what the UK wants to import. At the same time, Viet Nam imports seafood, pesticides, animal feed ingredients, and rubber from the UK. The two markets complement each other rather than compete, suggesting plenty of opportunity for further growth.