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“Dau Trau” Brand on the Rise: Building Export Markets Through Quality and Trust
At the Export Market Strategy Conference 2026–2030 of Vietnam National Chemical Group (Vinachem), Binh Dien Fertilizer Joint Stock Company was recognised as one of the most dynamic exporters. Not only has the company achieved strong growth in revenue and volume, but it has also steadily established the Dau Trau brand in regional markets through a methodical development strategy based on product quality and field performance.
Sharing at the conference, Mr. Ngô Văn Đông, General Director of Binh Dien Fertilizer Joint Stock Company, stated that the strength of the Dau Trau brand lies not only in product quality but also in the trust built up through years of accompanying farmers.
Exports as a Growth Driver
From 2021 to 2025, Binh Dien’s export revenue increased from VND 632.6 billion to VND 2,044.1 billion, an average annual growth of 34.07%. Export volume rose from 60,381 tonnes to 135,587 tonnes, averaging 22.41% growth per year. Notably, the proportion of export revenue in the company’s total rose from 8% to 19%, showing that exports have become a pillar of its development.
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Cambodia remains the main market, accounting for over 90% of export revenue. Laos and Myanmar are showing positive signs, while Cuba is expected to offer new growth space from 2026.
According to Mr. Ngô Văn Đông, Binh Dien is committed to ensuring that 100% of its exports are under the Dau Trau brand. The company does not engage in OEM or export under partner brands, believing that only by building its own brand can it create sustainable value and elevate its stature internationally.
Building the Brand Through Field Results
Instead of focusing solely on promotion, Binh Dien builds its brand on the proven effectiveness of its products. Before entering any market, the company studies local soil, climate, crops, and cultivation practices to formulate suitable fertilisers.
The principle of “technology alongside commerce” runs through market development. In Cambodia, over the past five years, Binh Dien has organised nearly 100 seminars and demonstration models as part of the Climate-Smart Rice Farming Programme, attracting around 12,000 farmers.
In Laos, 30 demonstration models for rice, maize, and coffee have shown yield increases of 30–75% over controls, alongside 50 product introduction seminars. These efforts have fostered farmers’ trust in the Dau Trau brand.
Simultaneously, Binh Dien has built a consistent brand identity with distributors, boosted digital communications, and strengthened brand protection through intellectual property registration, genuine product identification, and cooperation against counterfeit goods in export markets.
Partnering to Expand Markets
According to Binh Dien’s leadership, international market development is a collective effort. The company maintains close ties with distributors, agricultural authorities, and extension networks in target countries, and collaborates on technology transfer, model demonstration, and local staff training.
Alongside traditional agents, Binh Dien is expanding cooperation with cooperatives, farms, and large-scale agricultural enterprises in Cambodia and Laos to anticipate the trend towards concentrated agricultural production.
Continuing to Expand Export Markets
For 2026–2030, Binh Dien aims to increase export revenue from around VND 2,010 billion to VND 2,583 billion, maintain exports at 18–20% of total revenue, and target 25% as new markets stabilize.
Cambodia remains the core market; the company will step up activities in Myanmar and Cuba, sustain growth in Laos, and explore opportunities in West and East Africa.
For new markets, Binh Dien will follow a roadmap of survey, product registration and trademark protection, trial exports with demonstration models, and then large-scale commercial development. The company will also continue to invest in protecting the Dau Trau brand, build up its overseas market teams, harness local human resources, and draw on support from Vinachem, Vietnam Trade Offices abroad, and national trade promotion programmes.
Affirming the company’s future direction, Mr. Ngô Văn Đông stressed that Binh Dien will continue to put farmers at the centre, use field effectiveness as a benchmark, and rely on the Dau Trau brand as a foundation for market expansion. This is the path to sustainable development and to raising the status of Vietnamese fertiliser brands in the regional and international markets.
