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Woman-owned Business Brings Viet Nam’s Eco Products to Global Markets
Video | 06 October 2023
Viet Nam’s Green Joy, a female-owned company specializing in producing eco-friendly handmade products from grey sedge grass, has benefited from ADB’s #SheExport Accelerator Program
With the support of ADB’s #SheExport Accelerator Program, Green Joy is thriving amidst the pandemic and expanding its reach to the global market.
ADB’s #SheExport Accelerator program has made a significant impact on Green Joy, a female-owned business based in Viet Nam specializing in crafting eco-friendly products made from grey sedge grass, which grows naturally in alkaline soils in the Mekong Delta and other provinces in Viet Nam. The grass plant, which is 1-2 meters in height and has a round and hollow stem, grows abundantly during the flood season. In old times, farmers used the grass material to make handicrafts. In recent years, grey sedge grass has served as raw material to make straws.
The program’s tailored approach meets the unique needs and capabilities of each enterprise, combining networking, consulting, and training to empower Vietnamese women-led SMEs to expand into foreign markets.
After challenges before 2021 to make its products available in foreign markets due to lack of information, compounded by the challenges brought about by the COVID-19 pandemic, Green Joy experienced remarkable growth in 2022, with exports playing a large role.
Green Joy’s export revenue tripled from 2021 to 2022, boosting its overall revenue by 200%. The company contributed to a nearly 30% rise in employment opportunities and a 67% increase in the number of farm households supplying it with grey sedge grass.
Green Joy also managed to access the business-to-consumer (B2C) markets of the United States (US) and Europe by creating partnerships in six developed nations and listing an impressive lineup of 15 Green Joy products on Amazon US. The company’s business is not only thriving but also making a significant contribution to reducing plastic waste and providing farmers and rural women with more sustainable livelihoods.
Transcript
Long An Province, Viet Nam
Vo Quoc Thao Nguyen – Director, Green Joy Limited Liability Co.
Green Joy specializes in creating eco-friendly handicrafts from grey sedge grass, including grass straws, providing a substitute for plastic, and therefore reducing plastic usage in Viet Nam. As the fourth largest contributor to marine plastic pollution, Viet Nam benefits greatly from these products.
Women-owned small and medium sized enterprises (SMEs) in Viet Nam need better access to entrepreneurial, business, and financial education to grow.
The Asian Development Bank (ADB) is delivering this support through its program “The Women Accelerating Vibrant Enterprises in Southeast Asia and the Pacific (WAVES)” funded by the Women’s Entrepreneurs Finance Initiative (We-Fi).
Vo Quoc Thao Nguyen
Until 2021, our products made from grey sedge grass had not reached foreign markets, especially Europe and the US, due to Green Joy’s limited knowledge of these markets. Additionally, the COVID-19 pandemic further hindered our efforts to reach foreign customers.
Chu Thi Hong Minh, Senior Financial Sector Officer Project Lead, ADB Viet Nam Resident Mission
#SheExports Accelerator is an accelerator program exclusively for women-owned SMEs in Viet Nam to support export led growth, especially during Covid-19. The difference between #SheExports with other support programs is that the Program is tailored to match the needs and capabilities of each enterprise, a combination of training, consulting, and networking to prepare Vietnamese women-owned SMEs to expand their businesses into international markets.
Vo Quoc Thao Nguyen
From December 2021 to June 2022, Green Joy participated in the in-depth support program from ADB, #SheExports, in the form of seminars, 1-on-1 consultations, and an intensive training bootcamp.
Thanks to this business counselling program, I have gained a lot of information about market research, developing an export strategy, packaging and labeling in accordance with EU regulations, product/brand story building skills, and an export operation process.
ADB’s assistance proved to be instrumental in the firm’s remarkable growth in 2022, with exports playing a significant role. Compared with the previous year, the firm’s revenue from exports in 2022 increased threefold, contributing to a 200% increase in total revenue, a workforce growth of nearly 30%, and a 67% increase in the number of farmer households supplying them with grey sedge grass.
Last but not least, we have managed to break into the U.S. and European business-to-consumer (B2C) markets. Not only did we develop new partnerships in six developed countries, but we also listed 15 Green Joy products on Amazon US thanks to the business counselling program provided by this project.
We’re very glad to have helped the effort to reduce plastic waste worldwide and to provide farmers in the Mekong Delta with more sustainable livelihoods.
https://www.adb.org/news/videos/woman-owned-business-brings-viet-nam-s-eco-products-global-markets
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