Stories - 11-08-2025
This collaboration is a precious opportunity for us
Since 2022, Vietnam’s Kingfoodmart and Rijk Zwaan have been strategic partners. “Working together gives us a chance to become a pioneer in selling new vegetables in the market, such as baby celery, baby spinach and mixed Crystal lettuce,” Hồng Trương explains. In product sampling sessions, Sweet Palermo juice turned out to appeal to consumers’ taste buds.
Happiness through food
Inspiring Vietnamese people to embrace a life of enjoyment and happiness through food: that’s Kingfoodmart’s mission. According to the company’s vegetables merchandiser Hồng Trương, the team is eager to bring the most delicious, fresh, safe and high-quality food to the market.
Picture: The enthusiastic Kingfoodmart team members – including Hồng Trương, pictured here in the light blue shirt – meet regularly with Rijk Zwaan, including at Asia Fruit Logistica.
New vegetable innovations
Rijk Zwaan has proved it can support Kingfoodmart in this ambition. “We work closely together in order to develop and introduce new vegetable innovations to the market,” she explains. “To discuss and achieve mutual targets, we meet regularly, such as at Asia Fruit Logistica . Moreover, we organise joint marketing activities with a vision to launch new products as well as to increase product recognition among consumers.”
Appeal to consumers’ taste buds
As a successful example of such a marketing activity, she mentions Kingfoodmart’s birthday event held at the Huynh Tan Phat store in September 2022. “We organised product samplings where customers could try Sweet Palermo and Crystal lettuce, which at that time were the newest products in the market. The Sweet Palermo juice turned out to really appeal to consumers’ taste buds, leading to a three- to fourfold increase in revenue.”
Picture: At the Kingfoodmart’s birthday event, both Sweet Palermo juice and Crystal lettuce appealed to consumers’ taste buds.
Trusted source
Working together with Rijk Zwaan has immensely strengthened Hồng Trương’s confidence that Kingfoodmart is selling consumers high-quality products with transparent product origins. “This collaboration is a precious opportunity for us to provide our end users with assurance about each vegetable, from the very initial stage of cultivation until it arrives on our shelves. We know that the cultivar has come from a trusted source and has been grown at a high-quality farm.”
Future goal
Strong collaboration is a good fit with Kingfoodmart’s future goal of becoming Vietnam’s top supermarket chain in the mid-range segment. “Rijk Zwaan can help by developing new vegetable varieties that stand out from the ones currently available,” Hồng Trương states. “Moreover, they can innovate new methods to improve the crop life cycle, creating more resilient vegetables for the market.”
Care grows stronger connections
At Rijk Zwaan, we believe that true growth starts with care and collaboration. During Asia Fruit Logistica from 3-5 September, we will be connecting ideas, people and opportunities. We warmly invite you to join us and meet our team. See you in Hong Kong!
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