“This training came at the perfect time and helped our company build a truly multi-platform strategy. We are excited to leverage our core values and communicate our marketing message more effectively.”
— Ms. Duong Thanh Thao, Chairwoman, Ong Tho Rice JSC
Elevating the Value of Vietnamese Rice From the Ground Up
Vietnam is one of the world’s leading rice producers, yet most of its rice is grown by smallholder farmers. These farmers rely heavily on wholesale distributors to sell their harvest, which often leaves them with limited bargaining power, lower prices, and little incentive to improve product quality or develop their own brands.
Growing up in a rice-farming family herself, Ms. Duong Thanh Thao understands these challenges deeply. Through her company, Ong Tho Rice JSC, she has made it her mission to elevate the value of Vietnamese rice by partnering directly with farmers, cultivating high-quality indigenous and specialty varieties, and building a strong, authentic Vietnamese rice brand.
However, to reach the right consumers and amplify the brand’s core values, the company needed a modern, digital-first approach to marketing and sales.
Harnessing Technology and Digital Marketing to Expand Market Reach
Through USAID’s Improving Private Sector Competitiveness project, Ms. Thao and her team received intensive training in branding, marketing, and online sales strategies.
Over two weeks in July 2022, the Ong Tho Rice team:
Developed a new set of marketing content targeting younger consumers.
Highlighted core brand values: clean, safe, organic rice, and a commitment to greener living.
Built a comprehensive e-commerce business strategy.
Redesigned their entire website to be more engaging, professional, and aligned with the brand identity.
Implemented SEO across all online platforms to improve visibility and attract higher-quality traffic.
Leveraged Facebook Fanpage and Google Maps to boost reach and customer engagement.
These changes strengthened the brand’s digital presence and made it easier for consumers to discover, trust, and purchase Ong Tho Rice products.
Impressive Growth in Just One Month
The results came quickly. Within just one month of implementing the new e-commerce strategy:
The company gained 30 new online customers.
Revenue increased by 8% compared to the previous month.
Remarkably, during the off-season period (July–August), Ong Tho Rice reported an unexpected 110% increase in sales in Ho Chi Minh City.
This growth demonstrates the powerful impact of combining technology, strategic content, and multi-channel marketing—especially for agricultural businesses traditionally reliant on wholesale distribution.
Building a More Sustainable and Inclusive Value Chain
Ms. Thao shared:
“Thank you to USAID and IPSC for helping us strengthen our skills and knowledge, increase our income, and gain confidence to continue expanding our business! Our dream is to keep growing production, create more value for rice farmers, and hire more people to join our company.”
The story of Ong Tho Rice is a compelling example of how small and medium-sized enterprises in agriculture can thrive through innovation and digital transformation. It is not just the growth of a brand—it is the growth of a community of farmers whose livelihoods are improved with every step forward.