Filipino Consumers Develop a Taste for High-Quality Vietnamese Rice
Minister of Agriculture, Francisco Tiu Laurel, has directed relevant agencies to examine this trend, suggesting that it indicates a shift from quantity to quality in rice consumption.
Preliminary studies by DA and the Philippine Rice Research Institute indicate that some local hybrid and purebred rice varieties match the quality of Vietnam’s ST25 rice, which won first place at the 15th World’s Best Rice Contest organized by The Rice Trader.
Philippine officials note that market-oriented production could help farmers compete with imported rice and even open up export opportunities.
According to DA data, Vietnam currently accounts for approximately 74% of the Philippines’ rice imports, with popular varieties including ST25, DT8, and OM5451.
In the past seven months, Vietnam exported 5.5 million tons of rice, earning $2.81 billion. This reflects a 3.1% increase in volume but a significant 15.9% decrease in value compared to the same period last year. The average export price reached only $514 per ton, an 18.4% drop.
The Ministry of Agriculture and Environment emphasizes the need for businesses to maintain their export market share, leveraging their competitive advantages to increase their share in the fragrant rice segment. Thailand and India, the largest exporters of this variety to the US, face high tariffs. In addition to maintaining traditional markets with significant shares, such as the Philippines, Indonesia, and Malaysia, businesses should explore new export markets and diversify their raw material sources to reduce tax pressure. For instance, they could consider a strong shift towards EU, South Korea, Japan, and Singapore markets for processed products like noodles and rice vermicelli, and work on reducing logistics costs to expand into potential markets like Ghana, Ivory Coast, and the UAE with fragrant and white rice varieties.
The global rice market is rapidly evolving, influenced not only by trade competition but also by policy changes in importing countries. In this context, Vietnam must move beyond mere production volume and embrace a value-driven mindset, building its reputation on quality, uniqueness, and environmental responsibility. Vietnam is gradually establishing itself as a rice exporter known for brand, quality, and commitment to sustainability.
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