Vietnam is witnessing remarkable growth in its jackfruit export market, which has gained substantial traction among international buyers over the past year. This increase not only highlights the rising demand for Vietnamese fruits but also signifies the strategic efforts employed by growers and exporters to capitalize on global opportunities.
According to the Vietnam Fruit and Vegetables Association (Vinafruit), the export of jackfruit has been part of the burgeoning fruit export industry, projected to contribute significantly to the estimated total of $7.2 billion from the vegetable and fruit export sector expected for 2024. The uptick can be attributed to the growing popularity of ripe jackfruit, especially within Asian markets.
China has emerged as the dominant market for Vietnamese jackfruit exports, making up over 90% of the total export value. Vinafruit’s Secretary-General, Dang Phuc Nguyen, noted, “China’s insatiable demand for exotic fruits, including jackfruit, is driving our export boom.” Indeed, the export value to China alone spiked by over 40% compared to the previous year, with projections for continued growth. Similarly, other markets, such as Thailand and Japan, followed suit, marking increases of 82% and 85%, respectively, illustrating the wider appeal of Vietnamese produce.
The trend is not limited to these established markets; even new entrants are showing significant interest. Exports to Cambodia, for example, soared by 139 times, reaching approximately $3 million, indicating both the versatility of Vietnamese fruits and the potential for new markets.
The competitive edge of Vietnamese jackfruit is linked to its year-round harvesting capabilities and diverse varieties adapted to local climates. Farmers are increasingly focusing on quality standards to meet international market requirements, enhancing their global appeal. For example, Nguyen Thanh Binh, President of Vinafruit, indicated, “Our farmers are not just growing jackfruit; they are cultivating quality to meet sophisticated consumer tastes globally.” This quality focus is pivotal, especially as other countries refine their own products to compete.
Nonetheless, challenges remain on the horizon. Fellow Southeast Asian exporter Thailand is ramping up its production and focusing on quality improvements, intensifying the competition for Vietnam’s jackfruit. The advent of frozen jackfruit exports from Thailand also poses potential competition. This need for vigilance was underscored by Nguyen Quoc Manh, Deputy Director of the Department of Crop Production, who emphasized the importance of enhancing product quality and adhering to international food safety standards to maintain competitiveness.
Foreseeing the growth, Vietnamese exporters are also preparing to diversify their offerings. Initiatives are underway to export not only fresh ripe jackfruit but also processed forms such as pureed jackfruit. These value-added products are expected to fetch higher prices and offer distinctive positions within the markets.
Another aspect drawing attention is Vietnam's commitment to sustainability within its agriculture sector. The government, along with agricultural boards, is promoting practices aimed at satisfying both the domestic market and the demands of environmentally conscious consumers abroad. There is significant investment being funneled toward organic farming practices, ensuring the produce aligns with global trends favoring sustainable consumption.
Experts predict 2025 will bring even more growth opportunities for Vietnamese jackfruit. With plans for new marketing strategies and trade agreements being established, the future looks bright. “We see our market share increasing greatly as consumers become more aware of the health benefits and versatility of jackfruit,” said Binh.
Given these insights, it's evident the Vietnamese jackfruit market is on the path to prominence within not just the region but globally, carving out its niche as consumers seek unique, healthy options. The blend of strategic marketing, commitment to quality, and responsiveness to consumer trends will likely propel this sector forward, making Vietnamese jackfruit not just a local favorite but also an international sensation.
With projections indicating the possibility of reaching $3.3 billion from jackfruit exports alone by 2024, stakeholders are optimistic. The cumulative endeavors of farmers, exporters, and policy advisors are converging, aiming to paint Vietnam’s jackfruit export story as one of success, resilience, and promise.