“When pepper plants are ‘well eaten’, they will produce delicious, aromatic peppers and many good nutrients for humans” – a director of a company shared.
With the talent and creativity of Vietnamese business owners, popular products have turned into high-quality brands with prices tens to hundreds of times more expensive than similar products.
Notably, despite the expensive price, items such as instant noodles with 100,000 VND/pack, millions of fish sauce bottles, and instant pepper cost up to tens of millions of VND per kilogram… are still expensive at home and abroad. 
Pepper is fertilized with self-composted organic fertilizer from eggs, milk, crab and moringa leaves Eating pepper like candy costs 22 million VND/kg While the price of dried pepper sold on the market today only fluctuates around 65,000-70,000 VND/kg, pepper products with Bau May brand have the lowest selling price of 1-2 million VND/kg. There are even seedless pepper products with prices up to 22 million VND/kg. Why is this product so expensive? Mr. Lam Ngoc Nham, Chairman of the Board of Directors of Bau May Agriculture, Trade and Tourism Joint Stock Company (Ba Ria-Vung Tau), said: Instead of pepper being sold as a common spice, his company has produce premium pepper products that can be eaten directly. This means that this product can be used as a functional food with good health and high economic value. Not stopping there, Mr. Nham has created many direct consumption products that bring great export value, such as milk pepper that can be used for children from two years old or more than 2 million VND/day. kg. In particular, the crunchy dry seedless pepper that can be eaten like candy or fruit costs up to 22 million VND/kg, which is favored by fastidious markets such as Japan, France, Dubai, and Australia. “My company’s Tieu Bau May is fertilized with self-composted organic fertilizer from eggs, milk, crab and moringa leaves. These are all foods with many nutrients that are good for human health. When pepper plants are “eaten well”, they will produce delicious, aromatic peppers and many good nutrients for humans”, Mr. Nham shared. Thanks to this special “fertilizer” created by Mr. Nham himself, it helps to improve the pepper content. Accordingly, the percentage of kernels is absent, the percentage of rice is increased, the shell is thicker and especially, a unique seedless pepper variety is created. In addition, to meet strict export standards, Nham said that the company’s pepper growing areas all meet GlobalG.AP standards, an ISO certified food safety management system. Another special thing is that Bau May Company consumes products with stable prices 3-5 times higher than the market price. For example, at present, the average pepper price is at 65,000-70,000 VND/kg, sometimes the price drops below 50,000 VND/kg, causing many local farmers to cut pepper to grow other agricultural products. However, Bau May is still buying pepper from farmers for more than 150,000 VND/kg. “I provide seeds and technical guidance to each farmer household, convincing them to comply with the organic standards that I set to obtain quality products,” said Mr. Nham. 
Pepper, fish sauce … super expensive produced by Vietnamese enterprises. Photo: P.MINH – Q.HUY Mantis shrimp fish sauce is as luxurious as wine Living in the sea of Phan Thiet (Binh Thuan), once enjoying the quintessence of fish sauce in a craft village, Mr. Bui Duc Hao, owner of Sen fish sauce company, always cherishes the idea of raising Vietnamese fish sauce to a higher level. . “Although traditional fish sauce is being fiercely competed by industrial fish sauce, there are still many people who want to find delicious bottles of fish sauce with bold Vietnamese taste for family meals. In fact, good fish sauce is very rare on the market, it only stops at craft villages for the people who make fish sauce to enjoy “- Mr. Hao shared. Once Mr. Hao talked and shared the story of fish sauce with a friend who is a culinary expert, the two shared the same opinion that they must preserve the unique beauty of traditional fish sauce. Therefore, Mr. Hao decided to create a delicious fish sauce and of course not cheap. “If making popular fish sauce will easily drown with other brands, not to mention traditional fish sauce is being fiercely competitive with industrial fish sauce,” said Mr. Hao. As an architect, once designed for the rich, the owner of Sen fish sauce knows that in the market there are many people with money and they are willing to spend tens to hundreds of millions of dong for delicious and expensive food. Therefore, he decided to make a high-class fish sauce aimed at the segment of people with money. However, unlike the usual way of making fish sauce, Mr. Hao and his friend do not use fish to make fish sauce, but use mantis shrimp ingredients. Choosing mantis shrimp as a fish sauce ingredient is also a feat. Mantis shrimp only buy the kind that is caught in the spring, because this is the season that according to fishermen, seafood is delicious. Mantis shrimp are selected according to a standard size, not big ones, small ones and must be alive. After that, these shrimp are brought to Tam Giang lagoon to raise fat and reduce salinity. When the shrimp reaches the required standard, it is brought to make fish sauce according to its own recipe. The salt to marinate chuop to make fish sauce must be Sa Huynh salt. 
Super expensive fish sauce produced by Vietnamese enterprises. Photo: P.MINH – Q.HUY “Fish sauce made from mantis shrimp does not have a high protein content like fish, but it produces a round, aromatic and sweet fish sauce,” said Mr. Hao. Delicious and unique fish sauce needs to go hand in hand with the design. Mr. Hao was originally not interested in fish sauce bottles in plastic bottles because, according to him, doing so “only lowers the value of Vietnam’s famous sauce”. Under the professional eyes of the architect, Mr. Hao decided to change the shape of the fish sauce bottle. It must be luxurious and sophisticated to attract customers at first sight. The exterior is designed as luxuriously as Western wine bottles, inside which he thoughtfully comes with a pouring spout like in high-class restaurants used to pour wine. Mr. Hao is selling a bottle of fish sauce for 2 million VND. Putting this number next to the usual bottles of fish sauce is a difference in price difference. “Many people spend tens of millions of dong to buy a bottle of wine and drink it all at the party, but the bottle of fish sauce can be used for a whole year” – Mr. Hao explains why the company’s fish sauce is so expensive. Another interesting thing, when users feel good, they tend to return to buy regularly, so the company can’t keep up with orders. “This is not only about winning the business problem, but it is important that traditional fish sauce is still in the minds of many people if they know how to do it and meet the right needs,” said Mr. Hao. Unique snack, honey thing Mr. Nguyen Duc Thanh, General Director of Tanimex Long An Company, said that many cashew processing companies have gradually invested in deep processing product lines instead of exporting raw products as before. Deeply processed products with high added value such as salted roasted cashews, snack cashews, honey cashews, wasabi cashews… have been sold in the domestic market and exported more and more. In particular, these products are increasingly popular in the markets of Thailand, Hong Kong and the Middle East. Not only that, Vietnamese companies have the ability to create safe, clean and unique products. In particular, some companies grow cashews organically, so they can expand both domestic and international markets and reach a group of customers with money and high income. 
Super expensive pepper produced by Vietnamese enterprises. Photo: P.MINH – Q.HUY The demand for luxury goods will continue to increase sharply Despite the COVID-19 pandemic, the purchasing power of the middle and wealthy classes in Vietnam is still quite high, especially for valuable and branded items. The proof is that more and more famous brands are present in Vietnam. Market research firm Statista said that despite the pandemic, the revenue of the luxury goods market in Vietnam is expected to reach 1.14 billion USD in 2021. In general, in the period of 2021-2025, the Vietnamese luxury goods market South will grow by an average of 7.2%. Many experts predict that the consumption of luxury goods will increase sharply in the coming years, including food and technology. It is inevitable when the income of many people increases. Grasping this trend, many Vietnamese companies have launched many high-quality high-end products in the domestic market.
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