Vietnamese rice continues to penetrate big supermarkets in France

Delegates cut the ribbon to open Vietnamese rice at Carrefour supermarket in France. (Photo: HNMO)

Previously, on September 2, Vietnamese rice also appeared on the shelves of supermarket E.Leclerc (France) for the first time.

With 253 hypermarkets and more than 3,000 supermarkets and convenience stores across France under the Carrefour distribution system, 583 hypermarkets, and more than 100 other supermarkets under E.Leclerc, this is a first step of great potential for Vietnamese rice to affirm its brand.

Promoting the effects of Vietnamese brand promotion programs in France such as "Vietnamese Goods Week" and "Vietnamese Lunar New Year Week", this event continues within the framework of 3-party cooperation between the Vietnam Trade Office in France, the TTFoods importer and the retail distributor, in order to promote to the French people Vietnamese culture in general and the Mid-Autumn Festival in particular.

The Vietnamese Mid-Autumn Festival week is within the framework of a long-term plan developed by the Vietnam Trade Office in France to promote and spread Vietnamese culture, cuisine and image in the French market. These are important activities in consumer orientation in each market.

Rice is a key commodity deployed in the program to promote Vietnamese businesses to join foreign distribution networks of the Ministry of Industry and Trade. The process of defining goals, developing a plan, negotiating a contract and officially hitting the shelves in France lasted nearly 2 years, with the accompaniment of the Europe-America Market Department and the Trade Promotion Department under the Ministry of Industry and Trade, the Vietnam Embassy in France, with the efforts of Vietnamese enterprises.

According to customs statistics, in 2021, Vietnam exported more than 17,000 tons of rice to France, achieving USD13 million (up 7% in value, down 7% in quantity compared to 2020), accounting for 2.9 % of France's total rice import demand./.