On the evening of 16/10, at the National Convention Center in Hanoi, the ceremony announcing products achieving the Vietnam National Brand title for 2026 took place, themed "Flow of Vietnamese Brands". At the event, Aan Rice was honored as a Vietnam National Brand product, marking the third consecutive time the brand has received this recognition since 2022.

Aan Rice brand representative accepts the "National Brand 2026" award. Photo: Aan Foods Joint Stock Company

The Vietnam National Brand Program emphasizes quality, innovation, and creativity to boost the competitiveness of Vietnamese brands in both domestic and international markets. For businesses, this recognition strengthens reputation, increases product value, and expands connections with partners and markets.

For the rice industry, this significance is particularly evident as Vietnamese businesses are shifting from a production volume-based competition mindset to enhancing value through quality, standards, branding, and the ability to meet the increasing demands of international markets.

From quality foundation to competitive capacity

Three consecutive recognitions reflect the company's sustained development and capacity enhancement across various growth stages. Aan builds this foundation by controlling quality throughout its value chain, from raw material areas, cultivation, and harvesting to processing, preservation, and product delivery to consumers.

Launched in 2019, Aan has pursued a strategy of developing clean, safe, and value-added rice products. The company has invested in factory systems, processing, drying, and preservation technologies, while also developing raw material areas and farmer linkage models to enhance the stability of raw material supply and product quality.

Aan Rice in the market. Photo: Aan Foods Joint Stock Company

Building on this foundation, the company develops a product portfolio to meet various market segments and requirements. Product lines such as ST25 Thuong Hang, ST25 Lua Tom, and Japonica are developed with distinct standards and market orientations, transforming rice from a commodity into a product with a clear story, specific standards, and enhanced brand value.

"The national brand title for the third consecutive time is a source of pride, but above all, a reminder of our responsibility," shared Truong Manh Linh, Vice Chairman of the Board of Directors at Aan Foods Joint Stock Company. "We identify quality as the foundation and innovation as the driving force. The brand's goal is to build long-term trust with consumers and partners, and to accompany farmers in elevating the value of Vietnamese rice."

Elevating the value of Vietnamese rice in the international market

Alongside domestic market development, Aan is expanding its export operations, aiming to bring products to over 20 countries. Instead of applying a single product model across all markets, the company develops its portfolio according to the characteristics and requirements of each segment, focusing on high value-added products.

In parallel with product development, the company continues to invest in production and preservation capabilities, expand raw material areas, strengthen farmer linkages, and implement production models aimed at reducing emissions and efficiently using resources. These factors contribute to building long-term competitiveness rather than just creating advantages in individual orders or markets.

High-quality, low-emission rice farming model. Photo: Aan Foods Joint Stock Company

More broadly, Aan's journey reflects the shift in Vietnam's rice industry: from competing on production volume to competing on quality, standards, branding, and added value. As international markets increasingly demand higher standards for safety, traceability, environmental impact, and sustainable development, the ability to build a brand and control the value chain becomes a crucial part of a company's competitiveness.

For Aan, this third consecutive national brand recognition is not the end of its journey but a milestone for the company to further elevate its standards. From the quality of each rice grain to production capacity, product innovation, and market expansion, Aan aims to increase the value of Vietnamese rice and build a sustainably competitive brand in the international market.

(Source: Aan)