Expanding outlets for Vietnamese rice in Germany

According to the Viet Nam Trade Office in Germany, ST25 rice supplied by Mova Plus Company has officially hit the shelves and is distributed at the Selgros system (Germany). The product is introduced during the Vietnamese Goods Week, taking place from August 17-21, 2026, at Selgros Lichtenberg Berlin. This is the result of the trade connection process promoted since 2025.

At the opening ceremony of the Vietnamese Goods Week in Germany, Vietnamese Ambassador to Germany Nguyen Dac Thanh highly praised Selgros's cooperation and Mova Plus's efforts in bringing ST25 rice into Germany's distribution system.

According to the Ambassador, the official distribution of ST25 at Selgros is a significant step toward bringing Viet Nam's high-quality agricultural products directly to German consumers. This is also an important step in the orientation of increasing added value for Vietnamese agricultural products, shifting from primarily volume-based exports to a stronger focus on quality, brand, value, and the ability to directly access distribution systems in Europe.

However, getting the product on the shelves is only the first step. To maintain a long-term position in the market, Vietnamese enterprises need to keep focusing on product quality, food safety standards, packaging, stable supply capacity, and promotional and marketing activities suited to the German market.

Ambassador Nguyen Dac Thanh concurrently appreciated Selgros's openness and companionship in connecting with Vietnamese enterprises and expects the cooperative relationship to continue expanding in the coming time.

Sharing about the cooperation between Selgros and Vietnamese enterprises, Mr. Mario Berger, Director of Selgros Berlin Lichtenberg, highly valued the coordination among Selgros, the Vietnamese Embassy in Germany, and businesses.

According to Mr. Mario Berger, Germans are increasingly fond of Vietnamese products, from tropical fruits, seafood, spices, and dried foods to rice vermicelli and pho. He expects that more Vietnamese agricultural products will be put on Selgros's shelves in the future.

Mr. Lam Hien Hoa, Global Sales Director of Mova Plus Company, said the enterprise is the first unit to become an official supplier of ST25 rice products for Selgros.

According to him, ST25's official presence at Selgros means more than a single product. This is an opportunity for German consumers and the international community in Germany to directly access and experience a high-quality agricultural product from Viet Nam.

The Vietnamese Goods Week at Selgros Berlin is organized to introduce and promote Vietnamese products to German consumers. Through these programs, the Viet Nam Trade Office in Germany continues to connect Vietnamese enterprises with German importers, distributors, and retail systems, thereby supporting businesses in enhancing their market access capacity and expanding export markets.