Japonica rice considered for national brand development The Vietnam Food Association (VFA) has suggested adding Japonica, a Japanese rice variety, on the list of rice varieties for consideration to develop a national rice brand.   Under the plan to develop the brand by 2020, three varieties have been chosen for consideration, including Jasmine rice, scented rice and a sticky rice specialty. However, VFA has suggested that Japonica should also be considered. VFA’s secretary general Huynh Minh Hue said there were two reasons behind the association’s decision. First, the market demand for Japonica rice is relatively high. And second, Vietnam has favorable conditions to organize the production of the rice. “We have heard that 10,000 hectares of Japonica rice were grown in the provinces of Kien Giang and An Giang last crop and the sales were very satisfactory. This shows that we are capable of growing Japonica in our conditions,” he said. Hue, who went on a business trip to Yunnan province indit China some days ago with officials from the Ministries of Industry & Trade (MOIT) and Agriculture & Rural Development (MARD), has found that the demand for Japonica rice in the Chinese province is relatively high. The provincial rice center needs up to 1.4 million tons of Japonica rice a year. “We were told that 70 percent of the demand in the locality is for Japonica and the other 30 percent is for long-grain rice,” he said, adding that he and other officials had the opportunity to visit a rice market. Hue said that it was still necessary to learn more about the market to clarify the information, but the demand for Japonica appears to be high in China. Besides, Vietnam also hopes he can sell Japonica rice to other markets. A rice exporter said he agrees with Hue that the market for Japonica is large enough for Vietnam to organize Japonica rice production. “With the Trans Pacific Partnership Agreement (TPP) signed, Japan has agreed to open its market,” he noted. “In fact, Japanese companies have visited Vietnam to organize Japonica rice production in Vietnam,” he said. Under the plan on developing Vietnam national rice brand, 20 percent of Vietnam’s rice exports would bear the Vietnamese brand by 2020, while the proportion will be 50 percent by 2030. Thirty percent of total rice exports will be scented and specialty products. Vietnam is one of the world’s largest rice export countries, but it is considered a low-cost rice exporter, though its high-end products are also available in the world. MARD’s Deputy Minister Tran Thanh nam said that Vietnam’s high-end rice products have been available at supermarkets overseas, but they bear foreign brands. This shows that Vietnam is capable of penetrating the high-end market segment. TBKTSG