Driven by the growth momentum of several key fruit commodities and processed products, alongside expansion across multiple major markets, the fruit and vegetable sector is targeting new export milestones in 2026.

Positive growth figures

According to information from the Vietnam Fruit and Vegetable Association (Vinafruit), in July 2026, nationwide fruit and vegetable exports reached approximately 1.06 billion USD, up 38% compared to the same period in 2025. This marks the first time fruit and vegetable export turnover surpassed the 1 billion USD mark within a single month. Cumulatively for the first 7 months of 2026, export turnover reached approximately 4.76 billion USD, up 23% compared to the same period last year.

Notably, durian continues to serve as the core export commodity, contributing over 50% of total industry export turnover and playing a pivotal role as a major growth driver.

Beside durian, multiple other commodities such as fresh coconuts, mangoes, bananas, passion fruit, and processed fruits and vegetables also recorded positive growth rates.

Vinafruit evaluated that from durian gradually reasserting its standing to the rise of bananas and passion fruit, Vietnam's fruit and vegetable sector is step-by-step repositioning itself on the global agricultural map, heading toward targets of not merely expanding output but also elevating quality and expanding markets sustainably.

Regarding markets, China continues as the largest export market for Vietnamese fruits and vegetables. In the first 7 months of 2026, exports to China reached over 2 billion USD, occupying 55% of the sector's total export turnover.

Growth momentum in the Chinese market was maintained thanks to stable demand for tropical fruits such as durian, dragon fruit, bananas, fresh coconuts, and mangoes. Concurrently, customs clearance operations at border gates improved alongside enterprises proactively satisfying regulations regarding growing area codes, packaging facilities, and origin traceability, contributing to shortened clearance times and elevated export efficiency.

In parallel with the main market, other markets also continued recording positive growth rates, with the United States accounting for 7.9%, South Korea 4.6%, and the European Union (EU) 5.8% of total export turnover. Expanding exports into high-requirement markets not only helps increase export value but also diminishes reliance risks on a single market; simultaneously, it drives enterprises to elevate quality, perfect production processes, and enhance competitive capacity.

Innovating mindset, investing in deep processing

It is evident that the potential of Vietnam's fruit and vegetable sector remains vast, but to break through to new heights, enterprises cannot journey alone. The key to success lies in the joint collaboration of the State, enterprises, researchers, and farmers, backed by a comprehensive strategy, systematic investment, and a modern export mindset.

Discussing the substantial potential of passion fruit, Mr. Nguyen Manh Hung, Chairman of the Board of Directors of Nafoods Group, shared that from a zero base a decade ago, by 2025 this commodity sector achieved remarkable revenues, with the processing segment—such as passion fruit concentrate and puree—reaching the 300 million USD mark, while fresh fruit exports surpassed 500 million USD.

The purple passion fruit variety developed by Vietnam possesses a major advantage in flavor, distinct from the sour yellow variety in South America. The European market currently consumes 5,000–7,000 tons of fresh fruit annually, while the opening of the Chinese market generates a major boost during winter when that nation cannot produce its own crops.

Meanwhile, banana commodities are being repositioned toward global leadership. According to Mr. Pham Quoc Liem, Chairman of the Board of Directors and General Director of U&I Agriculture Joint Stock Company (Unifarm), Unifarm does not chase individual market standards like VietGAP or GlobalGAP, but unifies a single, strict quality process for the entire chain. From seed selection, cultivation techniques, and post-harvest handling to logistics, every stage is tightly controlled.

According to experts, to maintain growth momentum and head toward the goal of reaching 10 billion USD in fruit and vegetable exports in 2026, synchronized involvement with an innovative mindset is required:

First, localities and regulatory agencies must promote the issuance and tight management of growing area codes and packaging facility codes, guiding farmers to produce according to international standards to eliminate banned substance residue risks. Second, mechanisms are needed to encourage and support capital flows for enterprises to invest more aggressively in deep-processing industries, gradually reducing the proportion of fresh exports, which inherently carry higher risks. Third, elevate logistics capacity and supply chain linkages to bring fruit deeper into the domestic interiors of major markets efficiently.

Beside enterprise efforts, experts also emphasized the need to build a sustainable export ecosystem through tight coordination among regulatory agencies, localities, associations, and enterprises to raise the standing of Vietnamese fruits and vegetables in the international market.

"Against a backdrop where global consumer demand for high-quality agricultural products continues to rise, Vietnam's fruit and vegetable sector retains ample room to break through if it continues expanding standardized raw material areas, accelerating deep processing, building transparent supply chains, and efficiently exploiting free trade agreements." — Mr. Nguyen Thanh Binh, Chairman of the Vietnam Fruit and Vegetable Association (Vinafruit)

Source: Co quan Bao va Phat thanh, truyen hinh Ha Noi