In today’s globalized knowledge economy, a brand is far more than simple recognition; it constitutes a company’s most valuable asset, shaping both survival plus long-term growth.

Across Dak Lak Province, Simexco Daklak Import-Export One Member Co., Ltd. (Simexco Daklak) along with Banana Brothers Farm Joint Stock Company have emerged as exemplary names generating value from robust internal foundations.

Specialty coffee enhancing the value and brand of Vietnamese coffee.

Simexco Daklak’s journey of over three decades stands as evidence of its steadfast commitment to the motto “growing with farmers, integrating with the world”. The company’s strength stems from an inclusive business ecosystem directly connected with more than 50,000 farming households throughout the Central Highlands. Placing farmers at the heart of the value chain not only secures a stable supply of premium raw materials for its two flagship products - coffee alongside pepper, but also demonstrates profound social responsibility by granting local producers access global markets in a sustainable manner.

The enterprise’s internal capacity has similarly undergone strong digitization in order to retain its competitive advantage. According to Mr. Nguyen Tien Dung, Deputy General Director of Simexco Daklak, the adoption of over 20 management software systems, combined with its pioneering development of a “Digital Agricultural Management Map,” has created a breakthrough in transparency. From cultivation data through electronic traceability, every shipment reaching 125 countries carries a guarantee of professionalism plus credibility. International accolades such as the Asia Pacific Enterprise Awards (APEA) 2025 together with the ASEAN Inclusive Business Award 2025 reflect these achievements.

Also symbolizing innovation within high-tech agriculture, Banana Brothers Farm has positioned its brand via a circular farming model in which all organic waste generated during cultivation is recycled into soil nutrients, forming a closed-loop, environmentally friendly production cycle.

A representative of Simexco Dak Lak introducing products to foreign partners.

The factor enabling Banana Brothers Farm to sustain annual export volumes ranging from 8,000-10,000 tonnes lies in its scientific governance model. Through the application of advanced software across operations, the company has standardized product quality on a large scale, fully meeting official export standards. Beyond economic efficiency, the enterprise simultaneously generates hundreds of jobs for ethnic minority workers in the locality. The 2024 Vietnam Golden Star Award stands as worthy recognition of Banana Brothers Farm’s efforts.

Alongside the proactive role of enterprises, provincial authorities have made sustained efforts supporting brand development plus promotion. The province places particular emphasis on intellectual property protection, viewing this as a fundamental legal basis safeguarding corporate assets. The Department of Science and Technology has actively provided financial assistance in combination with procedural guidance for businesses registering trademarks, collective marks, especially geographical indications.

Trade promotion together with business connectivity have likewise been carried out in a proactive, consistent manner. Each year, the province allocates funding for promotional events while supporting enterprises’ participation in domestic plus international trade fairs alongside exhibitions.

Mr. Phan Huu Thanh, Deputy Director of the Industrial Promotion alongside Trade Promotion Center under the Department of Industry and Trade, noted that 2025 marks a significant step forward for Dak Lak in affirming the position of its local agricultural products through a comprehensive set of business support solutions. At the core of this strategy stands the Outstanding Product Voting Program, serving as a “golden endorsement”, helping enterprises strengthen their reputation while earning public trust.

Within the context of the digital economy, Dak Lak is also intensifying assistance for enterprises regarding technology application aimed at enhancing brand transparency. Concurrently, the province focuses on training in combination with improving governance capacity for business leaders.

Translated by HAI LOAN