Apples and pears from the Netherlands find the way to Vietnamese consumers
The Netherlands is the second-largest exporter of agricultural products in the world by value, second only to the United States. Products such as fruit, vegetables, dairy, and flowers have reached all corners of the globe. The Netherlands is also the world’s leading exporter of tomatoes, potatoes, and onions, and the second-largest exporter of vegetables overall in terms of value. Dutch fruit meets the global demand for healthy food, serving millions of people worldwide. Its expertise and innovation allow Dutch growers to produce and export fruit to every continent. Dutch fruit is grown in soil and greenhouses using the most advanced and sustainable techniques. The Netherlands is also a top exporter of apples and pears. In 2022, the Netherlands exported $543 million worth of apples and pears, making it the 7th largest exporter of apples and pears in the world.
Growing markets in Vietnam
With a population of 101 million inhabitants, Vietnam is an emerging market in Asia, investing millions in fruit imports annually. According to Vietnam’s General Department of Customs, as of mid-May 2024, Vietnam’s imports of fruits and vegetables were valued at US$725.6 million. In 2023 alone, fruit and vegetable imports totaled US$1.96 billion. Regarding specific fruits, apples top the list, with imports totaling US$237.1 million in 2023, representing 21.8% of the total fruit import turnover, followed by grapes (14.6%), tangerines (7.1%), and pears (5%). The Dutch government has worked on market access to open the door for Dutch apples and pears in Vietnam. Vietnamese market is officially opened for Dutch apples and pears about a decade ago. Exactly, on Wednesday, March 2, 2016, the first 18-ton shipment of Dutch Conference pears arrived in Vietnam. This transaction was the result of intensive cooperation between the Dutch and Vietnamese governments.
The journey of the Dutch apple in Vietnam
FruitMasters, a Dutch fruit cooperative, delivers fruit directly from the source to national and international trading houses and retailers. FruitMasters' first apples in Vietnam had a crunchy but acidic taste. Over the years, as it became clear that Vietnamese and, more generally, Asian consumers prefer sweeter flavors, FruitMasters invested considerable effort in research to ensure their apples were tailored to local tastes. A new variety, the Tessa Apple, has been introduced to Vietnam over the past four years. Known for its crisp texture and sweet flavor, the Tessa Apple caters to the preferences of local consumers who favor sweeter apples. In 2020, Tessa Apples arrived in Vietnam in four containers. By 2024, more than 30 containers had arrived, reflecting the growing interest of Vietnamese consumers in Tessa Apples. The apples are also wrapped in paper and packed sustainably, with compostable labels, for environmentally friendly purposes.
In celebration of the Tết holiday, on 17 January 2025, Consul General Mr. Daniël Stork attended the Dutch Tessa Apple Product Launch Event at Go! hypermarkets in Ho Chi Minh City, joined by numerous Vietnamese shoppers. The event offered a joyful opportunity for Vietnamese customers to learn more about Dutch fruits and share their flavors with family and loved ones during the holiday season.
Do you have any questions for the Agriculture Department? If so, please send an email to HAN-LVVN@minbuza.nl. For the latest updates, news, funding opportunities and more, follow us on Twitter @AgroVietnam and LinkedIn Netherlands Agricultural Network in Vietnam.