HAPRO and the journey to bring Vietnam's National Brand to the world

Hanoi Trade Corporation – JSC (Hapro) is a key enterprise in the export sector, focusing on agricultural and food products; domestic trade, including developing a chain of supermarkets, convenience stores Hapromart, Haprofood, wholesale, retail; production of export goods and several items serving the distribution system of the corporation, etc.

Hapro aims to build and develop into a competitive and sustainable import-export and domestic trade corporation, playing a significant role as a major economic and trade enterprise and contributing to the economic development tasks of Hanoi capital.

With steady and strategic steps, after two decades, the Hapro brand of Hanoi Trade Corporation – JSC has affirmed its position domestically and in the international market, gaining consumer trust. Hapro has also garnered numerous prestigious awards such as: 8 consecutive times achieving the "National Brand"; 15 straight years winning the "Strong Brand" award; 15 successive years recognized as a "Prestigious Export Enterprise" with 03 main products including cashew nuts, pepper, and rice; consistently ranked among the Top 500 Largest Enterprises in Vietnam and winning many other prestigious awards such as Vietnam Gold Star; Prestigious Retail Enterprise; Exemplary Trade – Service Enterprise, voted as "Vietnamese Goods Loved by Consumers" for rice products from Hapro Dong Thap branch…

HAPRO focuses on agricultural and food products; domestic trade includes developing a chain of supermarkets, convenience stores, Hapromart, Haprofood, wholesale, and retail.

Support and Momentum from the National Brand

Affirming that achieving the national brand is a significant responsibility for the enterprise, a Hanoi Trade Corporation - Joint Stock Company (Hapro) representative added that Hapro always focuses on maintaining and developing brand values in the upcoming development phase.

Achieving the National Brand has enabled Hapro to participate in key trade promotion programs, as well as "present" at the National Brand pavilion at major fairs both domestically and internationally, such as Vietnam Expo, Vietnam FoodExpo, Shanghai Fair – China, Sial Fair - France, Anuga Fair – Germany, and Gulfood Dubai. These events have created a strong collective brand power, helping Hapro easily seek, approach, and gain the trust of foreign partners.

Especially, achieving the National Brand also helps Hapro receive support from the system of representative agencies abroad, Vietnam's trade counsellors in nearly 100 countries and territories worldwide in expanding markets and sourcing export goods, as well as supporting the resolution of difficulties and disputes in foreign trade activities in overseas markets.

Hapro has exported several processed agricultural and food products, such as vermicelli – noodles – dried pho, green beans, black beans, rice, etc., to countries such as Angola, Mozambique, Cyprus, Hong Kong (China), UAE…

A Hapro representative also candidly stated: Although building a brand for export goods plays a vital role in affirming the position of the enterprise and its products in foreign markets, the practical challenge is very difficult and complex, requiring methodical, certain, and longer steps.

"We started preparing 20 years ago with the first step being the construction of the Hapro Brand Identity System, with full application designs in the office, signage, and product packaging designs. Vietnamese goods with a brand will help foreign consumers trust and shop, increasing the opportunity to bring consumer goods into the modern supermarket and hypermarket chains of developed countries," a Hapro representative shared.

The following "challenging" step requires more "perseverance" over many years. It is building the brand in parallel with management. Especially for Hapro's main export products, which are rice, agricultural food products, creating a mark for the brand requires a consistent resource from machinery and equipment systems, linking to build raw material areas, product packaging designs, pricing, capturing consumer tastes, and creating a distribution network, combining them into a chain to build consumer trust.

HAPRO "presents" at the National Brand pavilion at major domestic and international fairs.

The Journey Across the Seas to the World

Looking further into the future, a Hapro representative informed that in the coming time, the company will continue to boost production and business activities and import-export, focusing on enhancing the brand image to bring Vietnamese products to the world.

Specifically, Hapro will focus on investing in expanding agricultural production plants such as rice and cashew nuts in some southern provinces like Dong Thap and Binh Phuoc, to ensure quality and stable output and the added value of export products bearing the Hapro brand.

With a policy focusing on labels and product packaging, the brand of agricultural food products needs to be associated with geographical indications that bear the national and local image to create differentiation and enhance unique value.

To expand and develop the brand in foreign markets, Hapro has been actively participating in fairs, market surveys, trade promotions with booths displaying export products bearing the Hapro brand; participating in trade programs with foreign partners in Vietnam and abroad organized by the Ministry of Industry and Trade, Department of Industry and Trade, Vietnam Chamber of Commerce and Industry VCCI, Vietnamese Embassies – Trade Offices in countries, Embassies – Trade Offices of countries in Vietnam to promote, introduce the image, brand, and strong export items of the corporation to attract international partners and customers to cooperate with Hapro.

Hapro also pays special attention and focuses on exporting agricultural products, handicrafts, etc., bearing the Hapro brand.

Besides, Hapro also strives to seek and research the capabilities of partners and customers to find units capable of representing the Hapro brand in foreign markets, thereby establishing joint venture relationships to boost import-export, distribution of Vietnamese goods in general, and Hapro in particular. In 2018, Hapro signed a memorandum of understanding for the first time on using the "Hapro" trademark in the Hong Kong (China) market to lay the groundwork for expanding the network of brand representatives in countries and territories with potential export markets.

In addition to exporting goods with labels as required by importers, Hapro also pays special attention and focuses on exporting agricultural products, handicrafts, etc., bearing the Hapro brand. Currently, the corporation has exported several processed agricultural and food products such as vermicelli – noodles – dried pho, green beans, black beans, rice, etc., bearing the Hapro brand to countries such as Angola, Mozambique, Cyprus, Hong Kong (China), UAE…

"Hapro realises the need to strive and develop the export of products bearing the Hapro brand to foreign markets because this will create a significant impact on the corporation's import-export activities, and the Hapro brand will continue to be elevated and spread rapidly to many countries and regions worldwide," the Hapro representative emphasised.

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