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Farmers Don’t Look at Advertisements—They Look at Results in the Field
A Perspective from an Enterprise with Over 30 Years in the Fertilizer Market
On the occasion of the one-year review conference for the VinachemMart e-commerce platform and the launch of the Vinachem Agriculture platform, our reporter spoke with Ms. Tạ Thị Thanh Vân, representative of Toan Van General Trading JSC, about fertilizer market trends, new requirements for export agriculture, and the role of digital transformation in agriculture today.
With over 30 years in the fertilizer market, Toan Van General Trading JSC is among the long-standing partners accompanying Vinachem’s product system. From practical market experience, the company believes Vietnamese agriculture is entering a period of strong transformation, as farmers increasingly focus on crop quality, fertilizer effectiveness, and sustainable farming solutions.
The Fertilizer Market Has Changed Dramatically
Interviewer:As a company with over 30 years in the fertilizer industry, what do you consider the biggest change in today’s market?
Toan Van General Trading JSC representative:
Looking back a few decades, the fertilizer market was quite simple. Products were mainly single-nutrient fertilizers, with few varieties, and farmers mostly cared about whether there was enough fertilizer for production.
Today, the market has changed tremendously. Fertilizer products are increasingly diverse, with specialized lines for each crop, region, and growth stage. Farmers’ mindsets have also changed significantly. They no longer focus only on yield but pay more attention to crop quality, economic efficiency, and the fertility and sustainability of their land.
It can be said that Vietnamese agriculture is shifting from a “produce more” mindset to one of “produce efficiently and sustainably.”
Fertilizer Distribution Is No Longer Just About Selling
Interviewer:In your view, how have farmers’ needs changed compared to the past?
Toan Van General Trading JSC representative:
Very much so. In the past, farmers only asked which type was affordable and how to use it for quick plant growth. Now, they are much more interested in cultivation techniques, soil improvement, post-harvest crop quality, and export market requirements.
Especially for high-value crops like durian, coffee, fruit trees, or export vegetables, farmers pay close attention to fertilizer use processes, residue issues, and product safety.
Therefore, today’s distributors must also change. Selling fertilizer now is not just selling products, but also providing technical support to farmers, helping them use fertilizers properly for the best results.
To Take Vietnamese Produce Further, Fertilizer Must Also Change
Interviewer:How do you assess the role of fertilizers in improving the quality of Vietnamese agricultural products?
Toan Van General Trading JSC representative:
Fertilizer plays a very important role in the transformation of Vietnamese agriculture.
We’ve experienced times of food and agricultural input shortages, but now many of Vietnam’s agricultural products are exported and are among global leaders. Vietnamese produce has entered demanding markets like the EU, Japan, and many other developed countries.
To achieve this, besides varieties and farming techniques, fertilizers must also adapt to new market requirements. If fertilizers do not meet standards for quality, safety, and effectiveness, agricultural products will struggle to compete.
Today, market demands are not just about yield but also about quality, traceability, and the sustainability of agricultural products.
Farmers Judge by Results in the Field
Interviewer:From a distributor’s perspective, what builds farmers’ trust in fertilizer products?
Toan Van General Trading JSC representative:
The greatest source of trust is still real results in the field. Farmers don’t care much about advertisements. What they see most clearly is whether the plants are healthy, the leaves are green, the fruits are beautiful, and whether yields are rising or falling. As long as a product delivers results after a few seasons, farmers will have confidence and stick with it for the long term.
That’s why we highly value the efforts of Vietnam National Chemical Group and its member units in investing in scientific research, developing organic and biological fertilizers, and improving fertilizer use efficiency.
This is a necessary direction, as it helps crops grow better, improves soil, reduces losses, and promotes sustainable agriculture.
Digital Platforms Will Change How Farmers Access Information
Interviewer:What do you think about Vinachem launching the Vinachem Agriculture platform?
Toan Van General Trading JSC representative:
We consider this a highly practical step, especially as digital transformation is rapidly taking place in agriculture.
One major challenge for farmers now is the lack of official information sources. It’s easy to encounter counterfeit or poor-quality goods or receive unverified technical information from social networks and unofficial channels.
The positive point of the Vinachem Agriculture platform is that it creates a direct connection between manufacturers, distributors, technical experts, and farmers. When all product information, usage instructions, cultivation procedures, and technical advice are updated on a single platform, farmers will find it much easier to access accurate and reliable information.
Notably, this platform can help farmers check product origins, identify genuine goods, and update technical recommendations for each crop and growth stage. This is very important as agriculture now demands traceability and strict quality standards.
In addition, digitizing market data and connecting information among all parties will help businesses quickly grasp farmers’ real needs. Producers can research more suitable products, and the distribution system can serve the market more effectively. If the platform is well managed and regularly updated, it will not only introduce products but also become an ecosystem supporting modern agricultural production and promoting digital transformation in Vietnamese agriculture.
Distributors Must Accompany Farmers
Interviewer:In the time ahead, how will Toan Van continue to work alongside Vinachem?
Toan Van General Trading JSC representative:
We will continue to accompany Vinachem and its member units in bringing quality, genuine fertilizer products to farmers.
At the same time, our company will actively reflect real market needs, assist in disseminating technical information, and help spread the values of the Vinachem Agriculture platform.
We believe that when manufacturers, distributors, and farmers are closely connected, Vietnamese agriculture will continue to develop in a more modern, efficient, and sustainable direction in the years to come.
