Why we do what we do

Vision & Mission:
Mekong Products cooperative aims to bridge the gap between middle-class consumers in urban Vietnam and smallholder farmers in the Mekong Delta by providing safe, traceable, and authentically sourced food products. Our vision is to inspire pride in Mekong’s cultural heritage while improving farmers' livelihoods through sustainable practices. The mission focuses on promoting eco-friendly production, facilitating market access, and offering capacity-building support to farmers.

Market Opportunity:
With rising demand for safe food amid recurring scandals in certified products, urban consumers increasingly prefer imported goods. Meanwhile, smallholders struggle with low profits due to fragmented markets. Mekong Products addresses this by connecting farmers with high-end retailers, restaurants, and consumers in Ho Chi Minh City, offering premium prices for quality products backed by transparency and storytelling.

Unique Value Proposition:

  • Authenticity: Each product comes with a QR code linking to its origin story, farmer interviews, and production insights.

  • Traceability & Safety: Rigorous checks ensure compliance with sustainability and food safety standards, though we avoid costly certifications.

  • Sustainability: Products are grown using climate-smart practices, preserving the Mekong Delta’s ecosystem.

Targets by 2030:

  • 250+ labeled products.

  • 100+ farming households supported.

  • Partnerships with 20+ high-end retailers and restaurants.

Marketing Strategy:
A dual approach targets producers, buyers, and end consumers:

  • Offline: Personal outreach, farmer stories, and participation in conferences.

  • Online: Website, social media (Facebook, YouTube), and monthly newsletters to highlight traceability and product authenticity.

Operations:
Mekong Products acts as a "social distributor," offering:

  1. Label Services: Quality assurance and marketing for compliant producers.

  2. Post-Harvest Support: Handling, storage, and transport.

  3. Capacity Building: Training in sustainable practices and business development.

Founding Members Mekong Products Cooperative (December 2024):

  • Nam An International Investment Joint Stock Company (Nam An Market) with a system of 4 high-end retail stores in prime locations of Ho Chi Minh City: Thao Dien ward of Thu Duc City, Tan Binh district and district 1. Ms. Nguyen Chinh An, co-founder of Nam An Market system, is proud of Vietnam's regional specialties. She always wishes that on the shelves of the store system, Vietnamese specialties can be displayed together with food and beverage products imported from Europe, America and developed countries.

  • Hung Tri Refrigeration Industry Joint Stock Company is a leading enterprise in post-harvest preservation and agricultural processing. The participation of Hung Tri Company is a quality assurance for product preservation, meeting the strict requirements of high-end consumers in Ho Chi Minh City, especially the group of foreign consumers living and working in Ho Chi Minh City.

  • Mekong Delta CO.OP (MDC Travel) is a company with Mekong-style tourism products, highly appreciated by Western tourists. Their participation is expected to contribute to promoting community tourism products in a culturally diverse land like Tra Vinh.

  • Mr. Nguyen Thanh Tai, Vice Chairman of Ngai Hung Commune Farmers' Association, is the representative of farmers. Mr. Tai's participation is a guarantee for the commitment of the cooperative members to comply with the production and supply of agricultural products to meet the requirements of buyers.

  • Backed by over 20 years of accounting expertise, Ms. Nguyen My Thanh will play a key role in ensuring the Coop’s full tax compliance.

  • Ms. Pham Le Khanh Huyen, a long-time producer and trader in the rice and rice products industry (vermicelli, dry rice noodles) will advise cooperative members on effective production cost management, enhancing product competitiveness in the market.

  • And finally, Ms. Nguyen Kim Thanh, a master in agricultural production chain management and an expert in the field of facilitating technical barriers to entry into free trade markets. Ms. Thanh is expected to bring quality assurance, with the full inclusion of sustainable and responsible business elements, building the trust of retailers and consumers in the products marketed by the cooperative.