ST25 rice officially enters Selgros wholesale supermarket chain in Germany

Vietnam's ST25 rice has joined the shelves of Selgros Cash & Carry wholesale supermarket chain in Germany, marking its official presence in the European market. This distribution, initiated at the Selgros Lichtenberg supermarket in Berlin during Vietnam Goods Week, marks a significant step for one of Vietnam's premium rice products. The rice is supplied by Mova Plus, following a more than year-long collaboration between the Vietnamese company and Selgros, backed by the Vietnam Trade Office in Germany.

Vietnamese Ambassador to Germany Nguyen Dac Thanh, at the opening ceremony, commended Selgros for their cooperation and Mova Plus's efforts. He highlighted how this placement not only provides German consumers with access to Vietnamese rice products but also aids in elevating the value of Vietnam's agricultural offerings by shifting emphasis towards quality, branding, and value.

Thanh noted that while getting the product onto the shelves was a significant milestone, maintaining this presence requires continuous focus on product quality, food safety, and stable supply, alongside strategic promotional activities tailored to the local market.

Selgros Berlin Lichtenberg director Mario Berger expressed that German consumers are becoming more interested in Vietnamese products, including tropical fruits, seafood, spices, dried goods, rice vermicelli, and pho. Berger expressed hope for the introduction of more Vietnamese agricultural products into the Selgros system in the future.

Mova Plus global business director Lam Hien Hoa explained that this launch presents a chance for German consumers and the international community in Germany to directly access a high-quality Vietnamese agricultural product. Dana Ho, Mova Plus's commercial and marketing director, pointed out that one of the biggest challenges in bringing ST25 into the Selgros system is demonstrating the product's origin, safety, and consistent quality.

Every consignment of rice exported to Europe must undergo rigorous inspection and have complete documentation and certificates before entering the distribution system.

Mova Plus's commercial and marketing director Dana Ho mentioned that one of the most challenging requirements for integrating ST25 into the Selgros system is establishing the product's origin, safety, and consistent quality. Every shipment of rice heading to Europe must go through inspection, and all documentation and certificates must be complete before it can be introduced into the distribution system.

Mova Plus chose Vinaseed as a partner in their supply chain to ensure control over every stage, from seed selection and growing areas to the production process, guaranteeing the product's quality. Vietnamese Trade Counsellor in Germany Dang Thi Thanh Phuong stated that the Vietnam Trade Office will continue to act as a liaison between German importers, distributors, and retail chains, and Vietnamese businesses, facilitating improved market access and expanding export markets for Vietnamese products.