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A batch of traditional fish sauce “Old Fishing Village” from Phan Thiet City has just been exported to the United States for the first time, priced at VND170,000-340,000 per 500ml bottle.
Tran Ngoc Dung, director of Haiou Co., Ltd., said the first batch of “Old Fishing Village” fish sauce has been officially exported to the United States through CTWS Group, a Vietnamese specialty import and distribution company. After two years of legal completion, the product landed on US supermarket shelves and Vietnamese markets in the middle of this month, with a price of US$6.49 to US$13.59 (VND167,000-340,000) per 500 ml bottle.
The first shipment to the US includes three types of fish sauce packed in 20-foot containers. In particular, the vegetarian fish sauce is brewed with pineapple, soybeans and Japanese shiitake mushrooms. The red meat anchovy sauce is brewed with anchovies, which are only harvested in July and August.
Old Fisherman’s Village fish sauce on a shelf in a US market. Image: Available roles
Ms. Dziem Chinh, founder of CTWS Group, expects vegetarian fish sauce products to be popular with U.S. consumers, especially against the backdrop of the dominance of the industrial fish sauce market in Thailand and Hong Kong.
“Old Fishing Village” is a fish sauce brand in Phan Thiet City, which is related to the efforts of Dr. Tran Ngoc Dung, a son of the motherland, to restore the 300-year fish sauce tradition of Phan Thiet City. The project he is responsible for, “Old Fishing Village”, has an initial investment of VND 100 billion. The project became known to the public after participating in the Shark Tank program in 2019. Currently, “Old Fishing Village” produces about 1 million liters of high-quality fish sauce per year, and plans to increase production to 2 million liters. After the United States, the company plans to expand its export market to Europe, Australia and Japan by 2025.
According to Vietnamese customs statistics, fish sauce is mainly exported to Asia, Europe, Australia and the United States, with an annual turnover of US$23-28 million.
Mr. Dinh Xu Lap, Vice President of the Vietnam Fisheries Association, said that for Vietnamese fish sauce to continue to expand, it needs to comply with the strict standards of various markets. For example, the United States requires compliance with FDA and HACCP regulations, the European Union strictly controls histamine, and Japan, China and South Korea also require high quality and safety licenses. In addition, importing countries are increasingly strict in cracking down on illegal, unregulated and unreported (IUU) fishing activities.
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