HÀ NỘI — Safe farm produce brand Ruộng Nhà Mình or Our Farm debuted on Monday in Hà Nội together with the launch of its online distribution platform ruongnhaminh.vn.

Ruộng Nhà Mình is a brand for farming products and specialties with quality ensured by tight control throughout the value chain.

The brand was developed through the co-operation of six entities, including the World Bank’s Sustainable Agriculture Transformation Project, Trade Promotion Centre for Agriculture, Institute for Market Research and Agriculture Institutions, Nông Nghiệp Việt Nam (Việt Nam Agriculture) newspaper and two companies in charge of operating Ruộng Nhà Mình and developing the distribution network.

Minister of Agriculture and Rural Development Lê Quốc Doanh highly appreciated the building of the Ruộng Nhà Minh brand, which, he said, was an important model to promote the development of the agricultural sector.

Doanh said the ministry would create favourable conditions and provide support for Ruộng Nhà Mình as well as similar channels to build the agriculture sector’s value chain, connecting farmers, distributors and farmers, ensure quality, consolidate consumers’ trust in Vietnamese farm produce in the domestic market and expand exports.

Ousmane Dione, the World Bank Country Director for Vietnam, said at the launching ceremony that the Ruộng Nhà Mình model should be expanded in scale and for many other farming products, adding that the World Bank would always support initiatives for sustainable agricultural development in Việt Nam.

Ruộng Nhà Mình aims to become a recognised brand for agricultural products with ensured quality and competitive prices in both domestic and international markets.

Farmers participating in the Ruộng Nhà Mình value chain will be provided with support in farming techniques, distribution and trade promotion to increase incomes by 15-20 per cent.

Meanwhile, consumers could buy Ruộng Nhà Mình products at prices around 15 per cent lower than similar products on shelves.

In 2018-19, Ruộng Nhà Mình will develop a distribution network of 12 stores in Hà Nội. Its products would be sold at supermarkets, convenience stores and on ruongnhaminh.vn, starting from October. — VNS