Trust European Organic Vietnam II

This programme presented by Naturland e.V. aims to increase awareness of the EU quality scheme on organic production, enhance the competitiveness and increase market share in Vietnam. A first campaign “Trust EOP” has been implemented in Vietnam between 2021 and 2025. Vietnam's organic food market is still small but experiencing rapid growth, driven by increasing health consciousness, rising income and remaining concerns about food safety. EU organic products could strengthen their position but are still underrepresented compared to main competitors like the US American offers and labels. With a second campaign in Vietnam, Naturland e.V. intends to build on the positive results of the previous one and to continue raising consumer awareness of the high quality of organic products produced in accordance with the high standards of the EU. New promising retail concepts focusing on premium products are on the rise, digitalization and e-commerce expand rapidly. In this context, the 3-year 360° campaign follows a strong educational approach with innovative communication towards professional and consumer targets. Planned activities include workshops, on-and offline seminars, networking events for retail and HORECA professionals and study trips for hand-selected VIP market players. The consumer approach will be digital first with KOL partnerships, web and social media activation, e-commerce livestreams combined with a large variety of tasting opportunities at or close to points-of-sale. In terms of geographical scope, the campaign will concentrate on Ho Chi Minh City and Hanoi.