HÀ NỘI — Entrepreneurs should focus on quality standards and building relationships based on integrity to attain rapid global expansion, said a businessperson.

Co-founder and CEO of PAN Group Nguyễn Thị Trà My was speaking at a Women Entrepreneurs forum held earlier this month in Berlin as part of the Global Summit of Women 2025, one of the world’s leading annual forums on gender equality, themed 'Women: Restoring Values in the Digital Age'.

The Women Entrepreneurs forum brought together female business leaders from around the world to share their stories and promote women’s roles in economic activity.

As the founder and top executive of one of Việt Nam’s leading agriculture groups, My represented Vietnamese women entrepreneurs at the forum, sharing her experiences, initiatives and deep commitment to positioning Việt Nam on the global agricultural map.

Nguyễn Thị Trà My (second from left) shares her journey in agriculture at the Women Entrepreneurs Forum. Photo PAN group

In Việt Nam, with over 60 per cent of the population in rural areas and nearly 30 per cent working in agriculture, farming is more than a job — it’s a way of life and a cultural bond. For sustainable growth, agriculture must be seen not just as business, but as a mission to improve lives and support global food security.

As the world faces climate change, political conflict and supply chain disruptions, the role of agribusinesses in ensuring global food security is more vital than ever.

At the forum, My spoke about the early challenges of building her company.

“Back then, agriculture was seen as outdated and slow to innovate. We had to convince investors that our vision — a fully integrated agri-food value chain from seed to table — was not only viable, but had global potential,” she said.

Built on a foundation of mergers and acquisitions, PAN Group brought together leading companies in agriculture, aquaculture and food. It not only restructured these businesses, but helped them grow into successful, sustainable players within a connected ecosystem.

Step by step, PAN convinced investors, partners and industry peers that with innovation, sustainability and modern management, even a traditional sector like agriculture can become a global success story.

Beyond the domestic market, exports have been a major driver of PAN Group’s transformation and growth. Today, nearly 50 per cent of the company’s revenue — around US$650 million — comes from exports. PAN’s products are now present in over 40 countries, with 90 per cent of export revenue coming from three of the world’s most demanding markets: Japan, Europe and the US.

My shared PAN’s 'secrets' to rapid global expansion: “We invest in high-quality, traceable products that meet international standards. Our 500-hectare shrimp farming area — the largest in Việt Nam — is ASC-certified, opening the door to European markets.

"We also build transparent, long-term relationships with international buyers who truly value integrity. That’s how our products made it onto the shelves of major retailers like Costco, Walmart, Tesco and Hi-Life. Internally, we strengthen our team’s capabilities and invest heavily in R&D to stay ahead of global trends.”

Forum attendees listen to speakers share their insights. Photo Vũ Lê Hà

“We’ve had many proud milestones, but what truly stands out is seeing our products — packaged rice, coffee, cashews, candy and processed shrimp — on the shelves of major global retailers like Costco, Amazon, Walmart and Tesco.”

PAN Group CEO Nguyễn Thị Trà My beams with joy upon seeing the company’s products in a supermarket in Germany. Photo Vũ Lê Hà

As the economy undergoes a major reset, in which adaptability, sustainability and technology are no longer optional but essential, PAN Group is entering a new phase — shifting from strengthening its foundation to accelerating transformation. Its three strategic priorities are boosting R&D and green innovation, driving digital and data-driven management and empowering a new generation of leaders with clear purpose.

Today, PAN Group’s biggest challenge is no longer growth, but succession. Having led the company since its earliest days, what weighs most on My’s mind is how to pass on not just the responsibility, but the spirit and the passion for Vietnamese agriculture.

“If we trust the next generation, give them space to think differently and dream bigger and guide them with a clear purpose, we won’t just grow — we’ll grow sustainably, and endure,” she told fellow participants at the forum.