{"id":6772,"date":"2016-08-12T06:57:38","date_gmt":"2016-08-11T23:57:38","guid":{"rendered":"http:\/\/yup.edu.vn\/?p=6772"},"modified":"2016-08-12T06:57:38","modified_gmt":"2016-08-11T23:57:38","slug":"ung-dung-cong-nghe-vao-dua-thi-truong-ty-usd","status":"publish","type":"post","link":"https:\/\/yup.edu.vn\/en\/ung-dung-cong-nghe-vao-dua-thi-truong-ty-usd\/","title":{"rendered":"Applying technology to coconuts: A billion-dollar market"},"content":{"rendered":"

The coconut water market is worth around USD 1 billion\/year and grows around 30% annually, mainly through bottled, canned, and carton products\u2026 By applying technology to increase value, Hamona's coconuts serve not only the domestic market but also win over customers in demanding countries such as the US and Japan\u2026<\/strong><\/span><\/p>\n

The potential of Vietnamese agriculture<\/strong><\/span><\/p>\n

Hamona's owner is Nguy\u1ec5n Ho\u00e0ng Long, who majored in Economic Development at Hanoi's National Economics University. He was fortunate to discover his passion and choose the right path\u2014developing food technology\u2014very early.<\/span><\/p>\n

\"nguyen<\/a><\/span><\/p>\n

Nguy\u1ec5n Ho\u00e0ng Long and Colleagues<\/span><\/p>\n

\u201cThe value of the coconut market, if fully measured, could be three times the figure of USD 1 billion,\u201d revealed Nguy\u1ec5n Ho\u00e0ng Long, CEO of Hamona Co., Ltd. As he spoke about the industry's potential, his passion seemed to ignite and light up his face. According to Ho\u00e0ng Long, Vietnamese coconuts are highly regarded worldwide for their quality, but post-harvest technology remains an obstacle and the supply chain is fragmented, so the market has yet to reach its true value.<\/span><\/p>\n

Long\u2019s secret to making a coconut more valuable was to make it look unusual and eye-catching, and biotechnology was the answer. \u2018Technology lets Hamona coconuts retain their natural flavor without preservatives or processing. Technically, a fresh Hamona coconut is still a natural fruit, \u201cbreathing\u201d and \u201cliving\u201d just like any coconut on a tree,\u2019 Long proudly said.<\/span><\/p>\n

The first impression of a Hamona coconut is its convenience: it fits neatly in the palm, with the husk and fibers cleanly removed, leaving a smooth, polished surface. To enjoy the coconut water, users simply insert a straw into an \u2018eye.\u2019 Since the outer husk has been removed, getting to the flesh also takes only a few simple steps.<\/span><\/p>\n

Hamona's owner said that all Hamona coconuts are trimmed by hand by professionally trained artisans from the coconut-growing region. \u2018My ultimate aim in investing in agriculture is not only to enrich myself but also to raise the value of Vietnamese agricultural produce and enable farmers to develop sustainably,\u2019 he shared.<\/span><\/p>\n

For this reason, Hamona's headquarters are in Ti\u1ec1n Giang, a central location from which it can bring together raw materials from more than 300 farming households in Ti\u1ec1n Giang, B\u1ebfn Tre, Tr\u00e0 Vinh, and V\u0129nh Long provinces.<\/span><\/p>\n

By partnering with Hamona, farmers receive cultivation techniques to ensure clean raw materials. Growing and harvesting are tightly controlled: by accessing the QR code on a product label, consumers can learn about the grower, coconut tree and orchard\u2026<\/span><\/p>\n

\u2018The trend toward food traceability has gradually become widespread, especially in developed countries. Consumers now demand product transparency, and entrepreneurs seeking to export to global markets must pay attention to this. If they compete on price alone, Vietnamese businesses will struggle to build an advantage,\u2019 Long explained.<\/span><\/p>\n

This approach benefits not only Hamona, helping it win over international customers, but also its partner farmers, whose incomes rise by 30\u201350% because they can sell coconuts at high, stable prices and confidently invest in production.<\/span><\/p>\n

\"hamona<\/a><\/span><\/p>\n

Opening more paths for young people<\/strong><\/span><\/p>\n

Hamona is an abbreviation of \u201cHarmony with Mother Nature.\u201d After a long period of pursuing the idea, calculating and experimenting, Nguy\u1ec5n Ho\u00e0ng Long did not officially launch Hamona until 2013. Long said it took him a long time because he had to learn as he went, making mistakes and correcting them step by step. The more he learned, the more he saw that Vietnam had abundant agricultural produce, but most of it was still exploited in raw form, mainly as ingredients, and needed technology to increase its value.<\/span><\/p>\n

Vinamit and Trung Nguy\u00ean\u2026 are brands that do this well. \u2018People still think production technology must come first, but I do the reverse: research the market, then commission technology researchers to create the tools to meet its needs,\u2019 Long said.<\/span><\/p>\n

Having created the product he wanted, Nguy\u1ec5n Ho\u00e0ng Long's greatest challenge was building the supply chain. Winning consumers over required many factors: harvesting at the right age, planting the right varieties, using proper transport methods, and having a distribution system\u2026<\/span><\/p>\n

In the Early Days, Long Personally Sold Coconuts Around District 7, Ho Chi Minh City, and Outside Supermarkets. He Calls That the Most Useful Period.<\/span><\/p>\n

Only by meeting customers directly and listening to their needs could Long improve the product and develop Hamona into what it is today. Hamona fresh coconuts are now available at chains such as An Nam Gourmet, Citimart, and Linh Fruit, selling more than 1.000 coconuts daily and exporting to the United States, Japan\u2026<\/span><\/p>\n

However, production capacity still cannot meet market demand. Long and his colleagues continue searching for solutions. In 2016, Hamona aims to accelerate, first needing participation from 1,000 households to supply enough raw materials.<\/span><\/p>\n

In Long's assessment, the global food market constantly changes, creating substantial opportunities for Vietnamese entrepreneurs, most of whom are farmers. Beyond that, attracting investment funds for agriculture is also quite easy.<\/span><\/p>\n

Hamona also gained more opportunities to grow thanks to Long\u2019s active participation in forums entrepreneurship<\/a>, international organizations' business support programs\u2026 Hamona will soon raise a second funding round for its development plans. He openly shared his strategy: \u201cAfter coconuts, Hamona will try other agricultural products.\u201d<\/span><\/p>\n

Collected<\/span><\/p>\n

>> Great Articles on Entrepreneurship<\/a><\/span><\/p>\n

>> Business Startup Course<\/a><\/span><\/p>\n

>> Business Consulting Program<\/a><\/span><\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

Gi\u00e1 tr\u1ecb th\u1ecb tr\u01b0\u1eddng n\u01b0\u1edbc d\u1eeba kho\u1ea3ng 1 t\u1ef7 USD\/n\u0103m v\u00e0 t\u0103ng tr\u01b0\u1edfng kho\u1ea3ng 30%\/n\u0103m, nh\u01b0ng ch\u1ee7 y\u1ebfu t\u1eeb c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u00f3ng chai, lon, h\u1ed9p gi\u1ea5y… \u0110em c\u00f4ng ngh\u1ec7 v\u00e0o \u0111\u1ec3 l\u00e0m t\u0103ng gi\u00e1 tr\u1ecb, nh\u1eefng tr\u00e1i d\u1eeba c\u1ee7a Hamona kh\u00f4ng ch\u1ec9 ph\u1ee5c v\u1ee5 th\u1ecb tr\u01b0\u1eddng trong n\u01b0\u1edbc m\u00e0 c\u00f2n chinh ph\u1ee5c kh\u00e1ch h\u00e0ng […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[134],"tags":[],"class_list":["post-6772","post","type-post","status-publish","format-standard","hentry","category-article"],"_links":{"self":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/6772","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/comments?post=6772"}],"version-history":[{"count":1,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/6772\/revisions"}],"predecessor-version":[{"id":6775,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/6772\/revisions\/6775"}],"wp:attachment":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/media?parent=6772"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/categories?post=6772"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/tags?post=6772"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}