In recent years, the wave of startups has not only revolved around technology, fintech or education. A new trend, agricultural product trading, is gradually proving its long-term potential and sustainable appeal. From growing mushrooms in greenhouses, opening organic farms, to exporting specialty coffee or organic rice, the younger generation of startups is changing the way we look at agriculture.
According to Dr. Ben Kerr, an expert on sustainable agriculture at the University of Guelph (Canada): "The young generation is reshaping the agricultural sector by combining science, technology and local values. Agricultural product trading is no longer a hard job but a playground for smart, persistent and dare to think far".
Green consumer trend guides
A report by the Food and Agriculture Organization of the United Nations (FAO) shows that the demand for clean, traceable agricultural products is skyrocketing in Asia, especially after the pandemic. Consumers are willing to pay an additional 15-30% for transparent and sustainable food.
"No longer just growing and selling, now agricultural product business requires telling stories, creating different values and even creating personal brands for products," said Dr. Helena Mayer, agricultural product market analysis expert at the Fraunhofer Institute (Germany).
Difficulties are real, but the trend is irreversible
It is undeniable that there are challenges in the industry: erratic weather, unstable output prices, and lack of investment capital. But in return, young people have advantages in technology, market thinking and the ability to connect globally.
Governments of many countries are also taking action to support. In Vietnam, programs to support digital transformation in agriculture, green finance, and trade promotion for agricultural products are expanding.
From agriculture to "smart agriculture", from growers to creators, agricultural products business today not only sows seeds on the land, but also sows hope for a green, clean and sustainable startup future.
