The US Embassy and Hanoi’s Foreign Agricultural Service, in collaboration with MM Mega Market Vietnam, launched the “From Prosperous American Farms” campaign on July 23 to promote US food and beverages in Vietnam and celebrate the prosperity of US agriculture.

At the launch, US Ambassador to Vietnam, H.E. Marc Knapper, said this year marks the 30th anniversary of diplomatic relations between the two countries - three decades of growing friendship and cooperation. “Vietnam is an important export market for US agriculture products, and we take great pride in the quality and safety of the food we provide to Vietnamese consumers,” the Ambassador told the gathering.

Exciting activities

The “From Prosperous American Farms” campaign showcases more than 80 American products, including cherries, apples, grapes, blueberries, peaches, nectarines, potatoes, raisins, prunes, dates, pork, beef, cheese, chicken, tofu, wine, canned meat, cookies, beans and lentils, sauces, nutritional drinks, beer, canned corn, almonds, walnuts, pistachios, jam, and more. American products will be featured in themed displays from July 23 to August 6.

The launch also included 14 US Department of Agriculture Cooperators, including the US Meat Export Federation, US Pork, US Beef, the USA Poultry and Egg Export Council, the Raisin Administrative Committee, Potatoes USA, the California Table Grape Commission, the California Milk Advisory Board, the California Prune Board, the Washington Apple Commission, the California Fresh Fruit Association, Northwest Cherry Growers, the US Soybean Export Council, and the US Highbush Blueberry Council.

Regarding the competitive advantage of US agriculture products when entering the Vietnamese market, Ambassador Knapper said Vietnam is a market with a wide variety of its own agriculture products. However, the quality of US agriculture products is currently the highest in the world, and with the US products being introduced at this time, Vietnamese consumers can trace the origin, clearly knowing which farm these products came from. He also emphasized another advantage of American agriculture products: sustainable production processes that help provide high-quality products.

“During my tenure, Vietnam opened its market to nectarines from the US,” he added. “The two countries also cooperated very closely on customs issues, sustainable agriculture development, and projects on proper fertilizer use.”

The US Department of Agriculture (USDA)’s Agricultural Counselor at the US Embassy in Vietnam, Mr. Ralph Bean, said that over the past 30 years the US has had close cooperation with Vietnam in the agriculture sector. “The two sides have had many exchanges at the government level on issues such as pesticide residue limits in food, and the US has helped Vietnam strengthen its food-related legal system,” he added. “US businesses also cooperate with Vietnam in distribution and logistics. With sensitive products such as meat and food, the US and Vietnam also cooperate more in the cold supply chain sector, which has significantly supported the development of Vietnam’s agriculture sector.”

Previously, in June, a delegation from the Ministry of Agriculture and Environment (MAE) and agriculture associations and enterprises visited Iowa, Ohio, and Washington D.C. to explore opportunities for trade promotion and imports of US agriculture products.

In Ohio, the parties discussed and signed an MoU on Vietnam importing animal feed ingredients with a total value of over $600 million. In Iowa, Vietnamese enterprises signed four important MoUs on agriculture imports from US enterprises worth $800 million. Vietnamese businesses expect to be able to purchase key US agriculture products such as animal feed ingredients, fertilizer and biological pesticides, meat products, cold-water seafood, and raw wood, and at the same time receive the transfer of scientific and technological solutions to improve the agriculture value chain.

Key market

According to the MAE, in the first five months of 2025, the US was the third-largest supplier of agriculture, forestry, and fisheries products to Vietnam, with a market share of 8.2 per cent and a growth rate of 5.4 per cent. Many items posted double-digit growth.

Meanwhile, the US was the largest export market for Vietnam’s agriculture, forestry, and fisheries products in the first half of this year, with a market share of 21.1 per cent, followed by China with 17.6 per cent and Japan with 7.2 per cent. The estimated export value of Vietnam’s agriculture, forestry, and fisheries products to the US in the period rose 16 per cent year-on-year.

Citing further data from 2024, with the export turnover of US consumer agriculture products to Vietnam reaching a record $1.1 billion, Ambassador Knapper emphasized that agricultural cooperation between the two countries has made significant progress, including expanded market access in both. “We are proud that Vietnam is the ninth-largest agriculture export market of the US,” he added. “We are also proud that American farmers, ranchers, and fishermen can send high-quality agriculture products to the Vietnamese market, and that these hold clear value among Vietnamese consumers. These are achievements stemming from the close cooperation between the Vietnamese and US Governments as well as businesses and associations in both countries.”

Notably, Ambassador Knapper reaffirmed that agriculture is not only a core focus of bilateral economic cooperation but also a bridge contributing to sustainable development and mutual benefit. “We look forward to continuing to strengthen cooperation to bring high-quality, safe, and nutritious agriculture products to consumers in both countries,” he said. “The premium quality, consistent supply, and sustainable values of US food and beverages contribute significantly to strengthening the trade relationship between the US and Vietnam.”

Mr. Bean also expressed confidence in the significant potential for agricultural cooperation between the US and Vietnam. Vietnam produces different types of agriculture products than the US does, and Vietnamese farmers are highly capable. “The two countries can best cooperate in areas such as cold chain and logistics,” he added. “This will benefit both.”

On the business side, MM Mega Market has, over the years, built a close and deep cooperative relationship with the USDA and many US industry associations. Mr. Nguyen Duc Toan, Managing Director of MM Mega Market Vietnam, emphasized that Ambassador Knapper’s presence at the launch was not only a significant moment for the company but also a testament to the US Government’s recognition of the potential and importance of the Vietnamese market in the agriculture and food sectors. “Agriculture is one of the key pillars in the bilateral cooperation between Vietnamese and US enterprises,” he said.

On July 2, President Donald Trump announced that the US had struck a trade deal with Vietnam that includes a 20 per cent tariff on Vietnam’s imports to the US and a 40 per cent “transshipping” tariff. Regarding the impact of the US’s reciprocal tariffs on Vietnam’s agriculture, forestry, and fisheries exports, at the MAE’s regular press conference on July 3, a representative said that since the beginning of this year the Ministry had developed three export growth scenarios corresponding to three potential US reciprocal tax rates: 10 per cent, 20 per cent, and 46 per cent.

Under the first scenario - a 10 per cent tariff applied from July 9 - export turnover in the second half of the year is expected to remain relatively unaffected, with the sector’s overall growth maintained at 4 per cent. Under the second scenario - a 20 per cent tariff - export turnover could fall by 20 per cent, equivalent to $6.2-6.5 billion, with growth slipping by an estimated 0.12-0.15 per cent. And under the third scenario - a 46 per cent tariff - total export turnover could fall by approximately $12.3 billion.

Accordingly, representatives from Vietnamese industries exporting to the US have said they are closely coordinating with industry associations to monitor developments and respond promptly to the officially-announced tariff rates, aiming to propose solutions that minimize the potential impact.