On 16/10, the Gia Lai Provincial People's Committee, in collaboration with the Vietnam Culinary Culture Association, organized a workshop titled "Vietnamese Agricultural Products: From Farm to Global Tables". The event was part of a series of activities for National Tourism Year 2026.
The workshop focused on identifying solutions to standardize quality, apply technology in processing and preservation, ensure traceability, build brands, and connect to markets. The aim was to link raw material regions, cuisine, brands, and tourism, thereby adding value for agricultural products and local communities.
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Farmers in Gia Lai harvest coffee. Photo: Ngoc Oanh |
With the message "Standardize Value - Tell the Vietnamese Story - Create a Circular Agricultural, Culinary, and Tourism Ecosystem", the program aims to enhance competitiveness and increase retained value for producers within the supply chain.
Nguyen Thi Thanh Lich, Vice Chairwoman of the Gia Lai Provincial People's Committee, emphasized that the value of agricultural products extends beyond mere output or raw material prices. It also encompasses the ability to build brands, tell stories about the land and people, and integrate with cuisine and tourism.
Le Minh Hoan, former Minister of Agriculture and Rural Development, noted that cuisine is not solely created from ingredients but is also tied to landscapes, memories, lifestyles, and community culture. According to Mr. Hoan, developing cuisine requires integration with agriculture, tourism, and local experiences.
Le Hoang Diep Thao, CEO of King Coffee, stated that coffee beans are more than just commodities; they carry stories about the land, climate, growers, and Vietnamese culture. To enable Gia Lai's agricultural products to reach global markets, the province must standardize quality, link value chains, and build brands rooted in local identity.
According to the Provincial People's Committee, Gia Lai welcomed 8,75 million visitors in the first six months of 2026, marking a 19% increase. Export turnover exceeded 2,3 billion USD, with coffee accounting for approximately 976 million USD.
Ngoc Oanh
