Expanding market, increasingly improving quality
In an interview with a reporter from Cong Thuong Newspaper, a representative of Chanh Thu Fruit Import-Export Company Limited said that export of fruits and vegetables of enterprises in 2025 is positive, the market has been significantly expanded but enterprises also have to face many changes in import standards and regulations. However, thanks to catching up quickly, enterprises have improved product quality, avoided risks and met strict requirements from international market.
China is still the main market, especially for durian. Due to impact of weather and increasingly strict import standards, businesses must improve quality from growing areas to packaging plants.
"Exports were difficult at the beginning of the year, but from mid-year, situation has improved. The market improved at end of the year, especially during the Lunar New Year and Mid-Autumn Festival. High durian prices also increase risks, so controlling pesticide residues and packaging standards is very important," said a representative of Chanh Thu.
In addition, official export of Vietnamese grapefruit to Australia is considered a step forward from the success of the US, opening up opportunities to expand the market and increase product value. Farmers and businesses have fully prepared to meet import standards, ensuring close links in the production and consumption chain.
High turnover, target of 8.5 billion USD
According to a report by Ministry of Agriculture and Environment, export value of fruits and vegetables in October 2025 is estimated at 961 million USD, bringing the total value in the first 10 months of the year to 7.09 billion USD, up 15.1% over the same period in 2024. China accounts for the largest proportion at 62.9%, followed by the US (6.6%) and South Korea (3.9%). Among the 15 largest markets, the export value increased the most in Malaysia (70.2%) and decreased the most in Thailand (55.6%).
Mr. Dang Phuc Nguyen, General Secretary of Vietnam Fruit and Vegetable Association, said that businesses have increased the application of high technology, complied with regulations on traceability, growing area codes and packing houses, and met food safety standards. Thanks to that, Vietnamese fruit and vegetable products have been expanded to many countries, increasing export value, especially key products such as durian, dragon fruit, mango, jackfruit, coconut, etc.
Durian, main export item, reached a value of 1.94 billion USD in the third quarter of 2025, an increase of 30.3% over the same period. In the first 9 months, the export value of durian reached 2.76 billion USD, a slight decrease of 1.7% but still plays an important role in export turnover. Other items all recorded positive growth, and it is forecasted that from now until the end of the year, they will serve the needs of festivals and Lunar New Year in many countries.
Mr. Nguyen commented that export turnover in the last months of the year remained above 900 million USD/month, and is expected to reach 8.5 billion USD for the whole year. Currently, businesses are focusing on large market groups such as China, the US, Japan, and Germany.
According to fruit and vegetable exporters, currently in Chinese market, Vietnamese fruits and vegetables account for about 20% of total import turnover, thanks to advantages of geographical location, fast delivery time and high product quality. However, businesses need to strictly meet standards on quarantine, traceability and packaging, and quickly monitor changes in import regulations.
The US is a potential market, but high logistics costs are a big challenge, especially for fresh fruits. Growth strategy here focuses on deeply processed products, long-term preservation and suitable for convenient consumption trends, ensuring nutrition.
Talking to reporters of Cong Thuong Newspaper, Mr. Nguyen Dinh Tung, General Director of Vina T&T, emphasized that Vietnam has successfully exported many types of fruit to demanding markets such as the US, Australia, Japan, Korea, Canada, and at the same time overcome China's strict technical barriers. The negative feedback rate from these markets is very low and has decreased over the years, proving that Vietnam's agriculture is developing sustainably.
In addition, with grapefruit officially entering the Australian market, it is forecasted that by the end of 2025, total export value of fruits and vegetables in the industry will exceed 8 billion USD. "Although the second quarter has not reached the plan, compensation of export turnover of the third quarter and the addition of grapefruit will help complete the target. Target set by enterprise for 2026 is expected to grow by 10-12% compared to 2025, along with expansion of many other types of fruits to the international market," said Mr. Tung.
Vietnamese fruit and vegetable industry is taking advantage of the opportunity to expand the market, improve product quality and develop the chain from production to consumption. With careful preparation of export standards, application of preservation technology and increase of product value, Vietnam is fully capable of reaching export milestone of 8.5 billion USD in 2025 and consolidating its sustainable position on the global agricultural map.

Source: Vitic/ congthuong.vn