AsemconnectVietnam - Fruit and vegetable exports from Vietnam to Singapore are showing positive growth signals, especially in March of 2025.

However, the proportion of this item is still quite modest compared to the total export turnover to the lion island. This shows that there is still a lot of room for growth, if there is a methodical investment strategy in quality, transparency and branding.
According to data from the Customs Department, the total export turnover of goods to Singapore in the first quarter of 2025 reached more than 1.36 billion USD. Of which, March alone contributed over 553.7 million USD - accounting for about 40.7% of the total value of the first quarter, reflecting a strong recovery and high import demand in this month.
For fruits and vegetables alone, exports to Singapore in March reached more than 4.067 million USD - significantly higher than the average of the first two months of the year. Cumulatively in the first quarter, the total export value of fruits and vegetables reached 10.6 million USD, accounting for about 0.78% of total export turnover.
With a growth rate of about 23.9% in March compared to the average of January and February, fruit and vegetable exports showed a clear recovery. Part of the reason was that Singapore entered the peak consumption period for festivals and domestic tourism, causing a sharp increase in the demand for imported fruits and vegetables. At the same time, many Vietnamese enterprises have significantly improved their ability to meet quarantine and traceability requirements, helping to facilitate export activities.
E-Service and quarantine standards
From May 1, 2025, the Singapore Food Agency (SFA) officially applied the e-Service electronic service platform to announce and look up laboratory test results for imported fresh and chilled fruits and vegetables.
During the 3-month transition period (from May 1 to July 31), importers will receive notification of inspection results in the traditional way. After that, only unsatisfactory results or destruction procedures will be notified by phone; all remaining data will be updated online via e-Service.
This requires Vietnamese enterprises exporting fruits and vegetables to Singapore to proactively coordinate with import partners to grasp inspection information in a timely manner, thereby developing a handling plan when requested. Although the e-Service system currently only allows Singaporean enterprises to look up their own information, it is still a useful digital tool to enhance transparency in the supply chain.
Vietnam Trade Office in Singapore commented that the implementation of e-Service is a positive move, encouraging the digitalization of import activities. However, if Vietnamese enterprises are not well prepared, traceability, product quality index announcement, etc. will be major barriers when penetrating and expanding market share in Singapore - a market that is known for being difficult and demanding high standards.
Building Vietnamese brands 
Although fruit and vegetable exports to Singapore in the first quarter of 2025 have grown, with a proportion of only 0.78%, this is still not a strategic product group in this market. Meanwhile, Singapore is one of the major agricultural product distribution centers in the region, with stable purchasing power and strong brand spreading ability.
Instead of focusing on exporting large quantities through traders, many experts recommend that Vietnamese businesses should aim to build their own brands for fruits and vegetables - especially for products with high potential such as red-fleshed dragon fruit, green-skinned grapefruit, coconut, etc.
A more systematic approach is needed: from quality control, perfecting the supply chain, to investing in brand recognition and presence in Singaporean supermarkets and distributors. At the same time, strengthening cooperation with local importers to improve the capacity to meet electronic quarantine standards is a vital factor in the coming period.
When exporting is no longer a race for quantity but a race for reliability, traceability and quality, Vietnamese fruits and vegetables need a real transformation - both in thinking and action.
CK
Source: VITIC/ haiquanonline.com.vn