US agriculture businesses eye bigger share of Vietnam’s fast-growing market

Vice-chairman of the Ho Chi Minh City People’s Committee Nguyen Manh Cuong attended a ceremony celebrating the Vietnam-U.S. agricultural partnership and a business networking event for agro-forestry-fishery companies on Monday evening.

The event was attended by Stephen Vaden, U.S. Deputy Secretary of Agriculture, Melissa A. Brown, U.S. Consul General in Ho Chi Minh City, and representatives of more than 30 American agricultural businesses.

Ho Chi Minh City seeks greater US market access for Vietnamese farm produce

Speaking at the event, Cuong described agricultural cooperation as an increasingly practical pillar of the comprehensive strategic partnership between Vietnam and the United States.

He said the bilateral agricultural partnership had been built over many years through not only trade but also technical cooperation and mutual trust.

In 2025, U.S. exports of agro-forestry-fishery products to Vietnam rose by a record 45 percent to US$5.6 billion, making Vietnam one of the United States' 10 largest markets.

Meanwhile, the U.S. was Vietnam's second-largest export market for agro-forestry-fishery products.

Cuong said the two countries had complementary agricultural strengths.

U.S. cotton, soybeans and corn supply raw materials for Vietnam's textile, livestock and food-processing industries, while Vietnamese coffee, cashews, fruit and seafood diversify choices for American consumers.

For 2026-30, Ho Chi Minh City plans to develop high-tech urban agriculture and seeks cooperation with U.S. partners in crop varieties, biotechnology and technology transfer.

The city will continue facilitating American businesses' trade and investment activities and working with the U.S. Consulate General to connect companies from both countries, Cuong said.

It also hopes the U.S. will further facilitate access to its market for Vietnamese agricultural products.

Vietnam a particularly important market for US agriculture

U.S. Consul General Melissa A. Brown described Ho Chi Minh City as a dynamic market offering numerous opportunities for American exporters and businesses.

She said the U.S. embassy and consulate general were committed to promoting American exports while building strong, fair and mutually beneficial trade relations with Vietnam.

U.S. agricultural exports to Vietnam recorded higher growth last year than exports to other markets worldwide, Brown said.

She expressed hope that the two sides would build on this momentum and encouraged American companies operating in Vietnam to establish new partnerships with local businesses and importers.

U.S. Deputy Secretary of Agriculture Stephen Vaden said the delegation visiting Vietnam was the largest agricultural trade mission ever organized by the U.S. Department of Agriculture for a single country.

On Monday, the delegation toured Ho Chi Minh City, met with associations in the wood, cotton and leather sectors, and visited MM Mega Market to learn about American products being distributed in Vietnam, among other activities.

Vaden also highlighted the complementary nature of agricultural trade between the two countries.

He said he hoped to build sustainable partnerships with Vietnamese associations, expand exports of American raw materials to Vietnam and create more opportunities for Vietnamese goods to enter the U.S. market.

Vietnam is not only one of the fastest-growing markets but also holds particular importance for the U.S. agricultural sector, Vaden said.

Ho Chi Minh City residents can prepare American dishes just like in US

At the Taste of USA 2026 event, held on Monday at MM Mega Market An Phu in Ho Chi Minh City, Vaden said with American beef, lobster, pork and many brands regularly displayed on store shelves, Vietnamese consumers can easily prepare American-style meals right in Ho Chi Minh City, just as they would in Louisville, Kentucky, or Tennessee.

With purchasing power continuing to grow, American businesses hope to expand the presence of their agricultural products across local distribution networks and make them more accessible to Vietnamese consumers at competitive prices.

During the visit, the U.S. delegation is expected to hold hundreds of meetings with Vietnamese businesses to seek partners, expand distribution channels and develop long-term trade relationships.

On the sidelines of the event, a representative from California said trade promotion activities were taking various forms, from product displays at retail outlets to direct business connections between companies from the two countries.

California also organizes trips for Vietnamese businesses to meet American manufacturers, discuss market demand and explore opportunities to introduce their products to the U.S. market.

Direct business-to-business meetings provide an important opportunity for both sides to discuss cooperation challenges and assess the commercial viability of products, the representative said.

Vietnamese agricultural fair in US proposed

Meanwhile, Vietnamese distributors are also seeking opportunities to bring more locally produced agricultural goods to American consumers.

Nguyen Duc Toan, managing director of MM Mega Market Vietnam and Big C Cambodia and head of BJC's business division in Vietnam, said his company works with around 1,500 suppliers, approximately 250 of which directly export Vietnamese-made products statesides.

About 25 of MM Mega Market's partners also export directly to the American market.

Given demand for Vietnamese and American goods in both markets, Toan suggested organizing a Vietnamese goods fair in the U.S., similar to events showcasing American agricultural products in Vietnam.

"We could introduce regional fruits directly to American consumers, such as dragon fruit, pomelos, avocados, as well as fresh vegetables and fruits from Da Lat and longan from Hung Yen," he said.