Six founders included Nguyen Trong Loi, Nguyen Quy Anh, Nguyen Hiet Chi, Ngo Van Nhuong, Ho Ta Bang and Tran Le Chat. They were patriotic nationalists and they placed the first bricks for the sustainable development of Lien Thanh brand to date. At that time, the fish sauce was made by traditional methods but the founders employed innovative business methods: Focusing on administration, improving product quality, building up the brand name, preventing knockoffs and expanding distribution networks. The company set up laboratories and technician training facilities and cooperated with Kubota Company of Japan to buy modern machinery. Historical records say that Lien Thanh was the first domestic company to pay attention to expanding influence and reputation not only in the local market but also in international markets. In 1918, the company participated in exhibitions in Hanoi and trade fairs in Marseille, France and these were successful public appearances. After that, Lien Thanh gradually expanded its distribution networks to many central and southern provinces and exported to Cambodia, the United States, Russia, the Philippines, and Japan.

After the national reunion in 1975, Lien Thanh Company was assigned to manage nine private fish sauce companies by the Ho Chi Minh City People’s Committee to set up State-owned Lien Thanh Fish Sauce Enterprise. In 1990, the enterprise was renamed to Lien Thanh Seafood Processing Enterprise. In 2001, the company was transformed into a joint stock company. Since this milestone, Lien Thanh has maintained rapid growth. Within 12 years (2002-2013), the company saw output to expand 12 times, revenue to increase 22 times, profit to rise 49 times, tax payments to the State to climb 42 times, and worker payrolls to jump eight times. Director said: Being fully aware that the product plays an important role in the existence and development of Lien Thanh brand, so we always strive to study and develop new products to meet diverse tastes and growing needs of customers. And, this has created the uniqueness of Lien Thanh fish sauce on the market.”

Vegetarian fish sauce is known as one of “intellectual product” of Lien Thanh. It is made from original pineapple juice. Stored in 150-ml bottles, this fish sauce meets all international standards, including Dutch HACCP, ISO 9001:2008, Halal (Muslim standards), and EU CODE. Besides, Lien Thanh has nutritional fish sauces which are used in the National Nutrition Programme. Lien Thanh products contributes on protecting health of customers.

With the efforts to revive the century-long brand in the heart of Vietnamese consumers, Lien Thanh Company has received the permit to build a new fish sauce processing plant in Phu Quoc, Kien Giang province. But, the company is now focusing its resources for another factory in La Gi Town, Binh Thuan province before embarking on the facility in Phu Quoc.

N.Nga

Source: Ven.vn