MOU Signed to Advance Media Cooperation for Agricultural Trade Promotion and to Elevate the Value and Branding of Vietnamese Agriculture

On the afternoon of 3 April 2026, at the headquarters of Vietnam Economics Magazine, a signing ceremony for a Memorandum of Understanding (MOU) between the Center for Agricultural Trade Promotion (Ministry of Agriculture and Environment) and Vietnam Economics Magazine was held.

The agreement is intended to strengthen media collaboration, support agricultural trade promotion, and help develop Vietnam’s agricultural value chain toward modernity and sustainability.

Media collaboration as a key gap in agriculture

Representatives from Vietnam Economics Magazine included Mr. Dao Quang Binh, Secretary General of the Vietnam Association for Economics Science and Vice Chairman of the Editorial Board, along with senior editors and key staff. From the Center for Agricultural Trade Promotion, Mr. Nguyen Minh Tien, Director, attended with Deputy Directors and representatives of relevant departments.

Mr. Dao Quang Binh said that, after many years in journalism and tracking the cooperative economy, he has observed a significant gap in agricultural media coverage. He argued that Vietnam’s agricultural bottlenecks are not limited to production or processing, but also include branding and communications.

He noted that Vietnam has a strong agricultural foundation, yet domestic coverage of farm products does not match the sector’s potential. He cited a disparity in marketing investment: international firms allocate up to 30% of their marketing spend, while Vietnam’s share is about 0.3%.

With an established media ecosystem built over many years, Vietnam Economics Magazine said it aims to help address this situation through a modern digital platform, advanced technology, an international network of partners, and forums and events.

From export scale to higher value

From a management perspective, Mr. Nguyen Minh Tien said Vietnam’s agriculture has achieved notable results, with agro-forestry-aquatic exports of around USD 70 billion in 2025. However, he said growth remains highly dependent on export markets and Vietnam has not fully exploited value potential.

He emphasized that the “big puzzle” is how to ensure Vietnamese farm products are recognized not only for low prices but also for higher value. He said this requires a shift in approach, with communications playing a central role—so that not only industry stakeholders, but broader society, understands the value of Vietnamese farm products.

Mr. Nguyen Minh Tien added that Vietnamese farm products should be understood as more than consumer goods, carrying environmental value and responsibility for the future. He also pointed to opportunities linked to sustainable development, including content on reducing emissions, environmentally friendly production, and circular agriculture.

He highlighted that Vietnam will participate in major international events such as green economy fairs and Expo Osaka 2027 in Japan, which he described as an opportunity to promote the image of Vietnamese agriculture globally.

At the same time, he said information about international promotional activities is not yet adequately disseminated domestically. He noted that international assessments of Vietnamese farm products—particularly when linked to green and sustainable factors—are positive.

Mr. Nguyen Minh Tien also described a paradox: despite being a leading agricultural nation, Vietnam still faces moments of “agricultural rescue” efforts, which he attributed to insufficient coordination among production, markets, and communications. The collaboration between the promotion agency and the media unit is expected to address these bottlenecks and strengthen links across the value chain.

Three strategic cooperation pillars for 2026

Under the agreed content, the collaboration will focus on three core areas in 2026, with a long-term implementation direction.

1) Comprehensive media cooperation

The Vietnam Economics Magazine will accompany the Center in trade promotion activities using its journalistic platform and digital capabilities. Journalists will follow the Center’s activities closely, build dedicated pages and in-depth sections to reflect industry information promptly, and promote content to readers domestically and internationally.

2) Cooperation to promote agricultural products and OCOP

The two sides will implement content in the magazine’s sections, including “Consumer” and “News & Use.” Activities include introducing exemplary farm products, organizing awards, honoring quality products, and connecting markets to promote sales and attract investment.

3) Forums, seminars, and topic-specific discussions

The collaboration will also include organizing forums, seminars, and discussions focused on specific topics, providing a platform for stakeholders to propose solutions to support trade promotion and develop the agricultural value chain in line with policy and market realities.