Vietnam-UK Free Trade Agreement (UKVFTA) is opening up more opportunities for Vietnamese fruits and vegetables to access UK market, with many tariff lines being significantly reduced, creating a competitive advantage for Vietnam's key products. Following implementation of the agreement, fruit and vegetable exports to the UK have recorded positive growth.
In 2025, Vietnam's fruit and vegetable exports to UK market are projected to reach US$56.4 million, a 50.7% increase compared to 2024. This growth shows that the potential from UKVFTA is being gradually exploited by businesses. However, behind this high growth rate lies challenge of market share. Vietnamese fruits and vegetables currently account for only a small proportion of UK's import demand, while requirements for food safety, quarantine, pesticide residue levels, traceability and sustainable development are increasingly stringent.
Speaking with Industry and Trade Newspaper, Mr. Dang Phuc Nguyen, General Secretary of Vietnam Fruit and Vegetable Association, emphasized that UKVFTA brings many competitive advantages to fruit and vegetable industry. However, to effectively utilize these advantages, businesses must simultaneously improve the quality of growing areas, post-harvest technology, logistics, and the ability to meet market standards.
Major advantages from tariffs
According to Mr. Dang Phuc Nguyen, one of the clearest benefits of UKVFTA for fruit and vegetable industry is tariff preferences. Approximately 94% of total 547 tariff lines on fruits and vegetables and processed products derived from fruits and vegetables have been significantly reduced, according to a rapid roadmap.
Notably, many of Vietnam's strengths, such as dragon fruit, mango, passion fruit, pomelo, longan, lychee and some processed fruit and vegetable products, enjoy a 0% import tariff. This is a significant advantage compared to MFN tariff rates that UK applies to many countries without free trade agreements with this market, which can range from 6% to over 20%.
Tax advantages give Vietnamese goods more room to compete on price, especially in segments where Vietnam already has production capacity and a relatively stable supply. According to Mr. Nguyen, this is also an advantage that businesses should consider from the export planning stage, instead of just viewing tariff preferences as the result of the negotiation process.
Besides import tariffs, UKVFTA also has mechanisms for consultation and handling issues related to food safety and animal and plant quarantine. This is significant for the fruit and vegetable sector, as changes in technical requirements can directly impact customs clearance time and business costs.
Rules of origin for fresh fruits and vegetables are also relatively favorable, applying criterion that goods must be grown and harvested in Vietnam. For products that meet origin requirements, businesses can use appropriate certificates of origin to enjoy the benefits under the Agreement.
Furthermore, commitments on intellectual property, geographical indications and sustainable development in UKVFTA provide a stronger foundation for Vietnamese goods to build brands and access large distribution systems in UK.
High growth, but still small market share
Tariff advantages are partly reflected in the export growth rate. In 2025, Vietnamese fruit and vegetable exports to UK are expected to reach US$56.4 million, a 50.7% increase compared to 2024.
However, according to Mr. Dang Phuc Nguyen, this scale is still modest compared to total demand for imported fruits and vegetables in UK market. Vietnamese fruits and vegetables currently account for less than 1% of total import demand of this market.
This gap shows that preferential treatment from UKVFTA is only a necessary condition. To increase market share, businesses must simultaneously address many issues, from product quality, technical standards and continuous supply capacity to logistics systems and distribution channels.
Currently, Vietnamese fruits and vegetables are mainly present in Asian supermarket chains such as Longdan, Pak’s Food and some high-end segments. Their presence in major UK retail chains such as Tesco, Sainsbury’s, Marks & Spencer or ASDA remains limited.
“Structure of export products is shifting towards gradually reducing dependence on fresh raw materials and increasing proportion of processed products such as dried and IQF frozen fruits and vegetables, concentrated juices and value-added products. This direction is suitable for the characteristics of UK market and helps businesses reduce pressure on transportation time and minimize post-harvest losses," Mr. Nguyen analyzed.
For products with longer shelf lives, organizing a suitable logistics chain can also open up more competitive opportunities. However, to take advantage of this, businesses must invest comprehensively from raw material sourcing, processing, packaging to transportation and storage.
While tariff preferences are an advantage, technical standards are one of the biggest bottlenecks for Vietnamese fruits and vegetables in the UK.
After Brexit, fruits and vegetables entering the UK market must meet increasingly stringent SPS requirements and regulations on pesticide residue levels. Even a single shipment failing to meet requirements can incur inspection, storage and processing costs and damage the supplier's reputation.
"Problem isn't just with the final product; it starts in growing region itself. Growing region codes, packaging facilities, pesticide management, quarantine periods, production records and traceability must all be strictly controlled," Mr. Dang Phuc Nguyen noted.
Along with SPS requirements, UK importers are increasingly interested in standards such as GlobalG.A.P, social responsibility according to SMETA/Sedex, environmental requirements and carbon footprint. This poses a challenge for cooperatives and small-scale producers if they lack connections with export businesses and packaging facilities.
Shipping time is also a factor to consider. Sea transport can take approximately 28-35 days, while air transport is more expensive. Therefore, post-harvest technology and cold chain significantly determine the competitiveness of a product.
According to Mr. Nguyen, businesses need to increase investment in technologies such as VHT heat treatment, modified atmosphere packaging (MAP), biodegradable films, or antibacterial washing technology to extend shelf life. For some fruits with good shelf life such as pomelo, fresh coconut, and seedless lemon, organizing a continuous cold chain and increasing the proportion of sea transport can significantly reduce logistics costs.
Another direction is to promote deep processing. Dried products, freeze-dried products, IQF frozen products, concentrated juices, and purees not only reduce pressure on shelf life but also help businesses diversify their products and access higher value-added segments. To penetrate deeper into the distribution system, businesses also need to pay attention to standards such as BRCGS and IFS.
From incentives to marketshare
For UKVFTA to have a clearer impact on fruit and vegetable exports, the first requirement is to standardize raw material areas according to UK market standards. Businesses need to strictly control pesticides, quarantine periods, production records, and traceability; and gradually transition to standards such as GlobalG.A.P, organic, or Rainforest Alliance, tailored to each market segment.
According to Mr. Dang Phuc Nguyen, the digitalization of growing area management also needs to be promoted, from electronic logs and management of growing area codes to data linkages between cooperatives, raw material areas, and packaging facilities. When data is controlled throughout, businesses will be more proactive in proving origin and meeting importer requirements.
Along with production standards, requirements for social and environmental responsibility should be considered part of export capacity. Major importers are not only checking product quality but are increasingly concerned about labor conditions, workplace safety, wages, carbon emissions, and the use of recyclable or biodegradable packaging.
In terms of market access, Vietnamese fruits and vegetables need to gradually move beyond distribution primarily through Asian retail systems to reach larger retail chains and Tier 1 suppliers in the UK. This process requires stable supply capacity, consistent standards, and brand building capabilities.
"Businesses also need to better leverage the story of origin, geographical indications, tropical products, and sustainable production methods of Vietnam. When products have clear differentiation, a well-developed brand story, and meet the standards of importers, the tariff advantages from the UKVFTA can be translated into actual trade advantages," Mr. Nguyen recommended.
From an export perspective, UKVFTA has created a favorable tariff and rules of origin framework for Vietnamese fruits and vegetables. However, the 50.7% growth rate in 2025 is only the first step. The gap between the growth rate of export value and the proportion of less than 1% in the UK's import demand shows that there is still significant market potential, while also highlighting the need for greater competitiveness.
To increase market share in the UK, Vietnamese fruits and vegetables cannot rely solely on price or tariff preferences. Standardized growing areas, residue control, traceability, post-harvest technology, cold chain logistics, deep processing, social responsibility, and the ability to participate in large distribution systems will determine whether Vietnamese goods can go further in this market.

Source: Vitic/ congthuong.vn