An oveview of fruit and vegetable supply chain model in Hanoi
Economic & Policies
AN OVEVIEW OF FRUIT AND VEGETABLE SUPPLY CHAIN MODEL
IN HANOI
Nguyen Thi Thanh Huyen1, Nguyen Thi Anh Van1
1Vietnam National Unversity of Forestry
SUMMARY
There are models of fruit and vegetable supply chains in Hanoi: Chain of participants, chain of wholesaler Mega
Market, chain of retailers; Vineco closed chain and Sharefarm share chain. The model of the supply chain of
vegetables and fruits by members (i.e. chains without leadering members) has many advantages: meeting up to
90% consumption of the market, a rich variety of fruits and vegetables, a wide distribution channels, throughout
and affordable prices... but the quality and food safety are still inadequate. The other chain models have
advantages: product quality and food safety are initially paid attention, but high prices; limited types, and the
distribution channels are mainly in urban areas... During the operation, the models of fruit and vegetable supply
chains have also faced many certain difficulties: (1) Compliance with commitments on quality and food safety is
not serious; (2) Traditional market system has many weaknesses in management; (3) Chains lack monitoring
mechanisms; (4) The dissemination and application of traceability code system (QR) is too slow... In order to
increase the added value and increase the sustainability of the chains of chain leaders and industry managers,
there must be a change in orientation, reorganization, and strengthening of monitoring mechanisms. string to suit
living conditions and new requirements for quality standards.
Keywords: Fruits and vegetables, operating organization, structure, supply chain model.
1. INTRODUCTION
chains, Sharefarm chains being extremely
promoted by market conditions and social
situations are left open, which makes the
solutions for chain development are
asynchronous and ineffective. In Hanoi, the
practical chain development is one step ahead of
the theory. Therefore, to generalize the current
models of the fruit and vegetable supply chain
is necessary.
Up to now, world-famous experts in the field
of chain economics have studied and published
many basic theories on supply chains and value
chains (Alam M. C. and Supriana T., 2015)
(Chopra S. and Meindl P., 2009) (Hugos
Michael H., 2010). However, the theory of
supply chain model is still fragmented in
Vietnam, because the theory of chains is mainly
inherited from the world’s ones. Vietnamese
managers have been taking them as a basis to
apply and develop chains in the real conditions.
In practical terms, in Vietnam in general and
at Hanoi in particular, the research is just
limited to describe or solve each individual
problem in the fruit and vegetable supply chain,
such as production, technology, and
consumption according to participants, which
means that the chain model has no leadering
members. The studies have not generalized the
existing models in Hanoi yet. At the same time,
new modern supply chain models (with leading
members) such as retail chains, VinEco closed
2. RESEARCH METHODOLOGY
2.1. Research content
The article includes:
- Theoretical bases of supply chain model;
- Practical bases of fruit and vegetable supply
chain models in Hanoi, including:
+ Structure and operating mechanism of
chain models;
+ The result of added value of chain models;
+ Assessments of the market share, results
and limitations of the supply chain models.
2.2. Research methods
The article is a part of the author's doctoral
research results series. The author have used the
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following research methods:
consumption across different channels. Besides
the study applies descriptive statistical methods,
cost-revenue analysis, economic analysis of the
chain, value-added analysis for each stage and
for the whole value chain of several main
product channels.
Data collection method
The secondary data is collected and analyzed
as an overview of the F&V industry in Hanoi.
These documents include: reports of state
management
agencies
(Department
of
Agriculture and Rural Development in Hanoi,
Hanoi Statistics Office), research papers, master
theses.
3. RESULTS AND DISCUSSIONS
3.1. Theoretical basis of supply chain model
3.1.1. Concepts of supply chain and supply
chain model
The primary data: to conduct a random and
direct interview producers, traders and
consumers in the field of vegetables and fruits
in Hanoi. After that, the collected information is
verified by some staffs working in the local
farmers associations, management boards of
markets and supermarkets... in Hanoi.
The concept of supply chain: According to
Chopra S. and Meindl P. (2009): “Supply chain
is a collection of three or more businesses,
directly or indirectly connected by one or more
flows of products, information and finance in
the process of meeting customer requirements”
(Alam M C and Supriana T., 2015). The term
"supply chain" evokes the image of products/
services moving from supplier to manufacturer,
through distributor to consumers along a supply
chain. In which, physical flows, information
flows, financial flows and trade flows run along
both directions in the chain.
Data analyzation method
Chain analysis methodology has been
applied to identify the agents participated in the
chain (from input supply to production,
productive process, collection, preliminary
treatment and marketing) and analysis of
products’ flow from manufacturing to
Supply value
Supplier
Producer
The intermediary of
distribution
End
consummer
Customer need
Figure 1. General agricultural supply chain model
(Source: Alam M. C. and Supriana T., 2015)
The concept of supply chain model: Based
on the concept of "model" by Hoang Phe
(Hoang Phe et al., 2015), the author suggests a
concept of supply chain model as follows:
"Supply chain model is a structure, internal
form of an organization, an arrangement and
connection between members. Expression of the
supply chain model is diagrams, images
indicating the connection and activities of the
members in the chain. Structure of supply chain
reflects the length and width of the chain;
members’ participation and connection
between the members in the chain”.
3.1.2. Classification of supply chain models
Supply chain model by the participants in the
chain: According to Hugos Michael H. (Hugos
Michael H., 2010), a supply chain is organized
in two basic configurations:
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Simple supply chain
Supplier
Company
Customer
Extended supply chain
First supplier
Supplier
Company
Customer
Final customer
Service provider
Figure 2. Supply chain model by participant
(Source: Hugos Michael H., 2010)
Supply chain model leaded by participants:
According to Dinh Van Thanh (Dinh Van
Thanh, 2010), based on the member who plays
the leading and coordinating role, supply chains
has three types:
(1) Supply chains leaded by suppliers: In
order to play a leading and coordinating role of
the supply chain, supplier is required to be a
major supplier, a raw material supply market
has few participants or the supplied material has
unique characteristics that other suppliers have
not. There is no supplier who has capacity for
this role in Hanoi.
(2) Supply chains leaded by Manufacturers:
In these supply chains, producers will play a
central role in connecting, operating and
coordinating all activities from supply,
production, and distribution. They will take the
initiative in the connecting process by decision
to conclude and how to coordinate. Currently,
there is no chain of this type, because the
manufacturers are not capable enough to lead
the chain.
(3) Supply
chains
leaded
by
wholesale/retailer: In order to implement their
fulfill leading and coordinating role, these
intermediaries must actively study the market
carefully and offer decision about product
design, price, proactively conduct agreements
with different manufacturers and traders. In
Hanoi, representing this sub-group is a supply
chain model led and coordinated by retailer.
Integrating all of the above classifications,
recently, there are VinEco closed chain and
Sharefarm chain representing for this group in
Hanoi. However, the output and market share of
these two chains are still quite small.
3.2. Situation of fruit and vegetable supply
chain models in Hanoi
3.2.1. Structure and operating mechanism of
the fruit and vegetable supply chain models in
Hanoi
Model 1: Fruit and vegetable traditional
supply chain model in Hanoi
The structure of chain
54.8%
Wholesale at Wholesale market
12.6%
22.5%
Collectors
Businessmen
Figure 3. Fruit and vegetable traditional supply chain structure in Hanoi
(Source: Hanoi Department of Agriculture and Rural Development, Hanoi Department of Industry and
Trade, Hanoi Statistical Office and survey data, 2018)
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Currently, this chain is responsible for
distributing 89.9% of Hanoi's fruit and
vegetable production, equivalent to nearly
5.000 tons of vegetables and fruits per day.
Operating organisation of fruit and
vegetable traditional supply chain in Hanoi
in general and at wholesale markets in
particular
The members in the fruit and vegetable
supply chain according to the participated
members in Hanoi are not strong enough both in
size and influence to be able to lead chain, the
role of each member is quite independence,
production and business activities are separated.
The members have set up the busniness
relations on the base of purchase and sale
agreement, verbal agreements, and short-term
contracts.
supply function over 50% output of vegetables
and fruits to Hanoi’s market, but remain many
problems, such as: (1) Organisation is bulky and
difficult to manage; (2) Market facilities are
weak and backward; (3) There is
a
pheonomenon of small businesses emptying
kiosks, having no business, affecting to
arrangement of good industry; (4) The area is
too narrow to fully implement the technological
solutions in arranging, preserving and storing
goods and do not ensure the environmental
sanitation. (5) There is no specific set of criteria
for agricultural wholesale markets... The
operation of chain is messy, there is a lack of
sustainable and unstable links. Therefore the
value-added of chain is low.
Model 2: Fruit and vegetable supply chain
leaded by wholesalers (Mega Market – MM)
The structure of chain
Currently, the wholesale markets take the
Export
Dalat transit station
Producers
HA NOI
Figure 4. Fruit and vegetables supply chain structure leaded by Mega Market wholesaler
in Hanoi
(Source: Mega Market Vietnam and survey data, 2018)
Operational organisation of fruit and
vegetable supply chain leaded by MM
wholesaler
according to HACCP standards currently
provided. 40 tons of fruits and vegetables per
day at 19 MM centers. Here, vegetables are
checked, screened, preliminary processed,
preserved, packed in accordance with
committed standards. Transport system by
specialized cold car. The temperature is always
controlled during transportation. Products
displayed are labeled QR Code so that
customers can traceability, improve peace of
mind when using.
All vegetables and fruits after harvest are
gathered and packed at the system of modern
purchasing and transshipment stations in Da
Lat, Can Tho and Binh Duong before
distributing to MM centers nationwide. Being
evaluated as one of the transit stations meeting
FHS conditions for the leading fruit and
vegetable products in Vietnam, MM's vegetable
and fruit processing centers are sourced
according to VietGAP standards and operated
Model 3: Fruit and vegetable supply chain
leaded by retailers
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The structure of chain
4.0%
Retailers (BigC, Coop.mart,
Hapro, Tom Uncle, Sea
Wolf, Farm Market...)
Intermediary companies (Dung
Ha, Thanh Ha, Bao Ha...)
4.8%
Figure 5. Fruit and vegetables supply chain structure leaded by retailers in Hanoi
(Source: Hanoi Department of Agriculture and Rural Development, Hanoi Department of Industry and
Trade, Hanoi Statistical Office and survey data, 2018)
In this model, chain is organized to supply
vegetables and fruits to consumers through one
or two distribuition intermediaries: retailers or
intermediary companies/retailers. The most
important point in this chain is the retailers’ role
in leading and coordinating. Presently, this
chain supply about 8.8% total quantity of
vegetables and fruits in Hanoi - equivalent to
about 500 tons of all kinds of vegetables and
fruits per day. This chain has a strong growth
orientation due to the convenience, reasonable
price, and not too complicated in chain
management.
Several retailers have been leading and
coordinating the fruit and vegetable supply
chain in Hanoi, such as: Big C, Fivimart, Tom
Uncle, Sea Wolf, Farm Market. These retailers
have many advantages of direct contact with
customers, market research. Therefore, it will
be an important bridge helping producers to
well meet customers' needs. This is the basis for
establishing commitments or long-term
contracts between retailers and producers.
Besides, retailers consider the certificates such
as PGS or VietGap to establish partnerships.
Model 4: VinEco closed fruit and
vegetable supply chain
Operating organisation of fruit and
vegetable supply chain leaded by retailers
The structure of chain
Custermers Horeca: restaurants, hotels, hospitals...
VinEco Company
Distribution system Vinmart and Vinmart+
Consumers
Internal customers in Vingroup: Vinmec, Vinschool, Vinhomes...
Figure 6. Structure of VinEco closed fruit and vegetable supply chain
(Source: VinEco Agricultural Production Development Investment Limited Company, Hanoi Department of
Agriculture and Rural Development, Hanoi Department of Industry and Trade, Hanoi Statistical Office and
survey data, 2018)
Operating organisation of VinEco closed fruit and vegetable supply chain
Distribution activities -
Market Join Stock Company
Vinmart
Production activities -
Agricultural Investmen
Development and Production
Limited Liability Company VinEco
Transit station,
preliminary processing,
packaging, preservation
Internal customers in Vingroup
(Vinmec, Vinschool, Vinhomes)
VinEco (planting, preliminary
processing, packaging...)
VinMart, VinMart+
(Retailing vegetables and fruits
to consumers...)
Closed Process
Labeling “VinEco”
Restrick monitoring
Science-technology application,
Technology
Customers Horeca
(planting, preliminary
processing, packaging...)
VINGROUP
Figure 7. Operational diagram of VinEco closed fruit and vegetable supply chain
(Source: VinEco Agricultural Production Development Investment Limited Company, and survey data, 2018)
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Model 5: ShareFarm supply chain model in Hat Mon – Phuc Tho
The structure of chain
Production,
Production
managerment
Investment
Farm
Distribution
SHAREFARM Limited Liability Company
Farm owners, Investers
Products
Sharefarm
Figure 8. ShareFarm supply chain model in Hat Mon – Phuc Tho
(Source: Sharefarm shared farm joint stock company, 2018)
The objetives of Hat Mon Sharefarm: (1) To
Members become beneficiaries in the true
sense: (1) To be enjoy the safe and fresh
products; (2) To meet the needs of the familys’
weekend recreation/entertainment; (3) To
practice agricultural production for families’
members, to experience direct services at the
farm such as: relaxing fishing, enjoying the
fresh air, rural pleasure…
full continuously weekly provide and home
delivery of food packages for 360 households
(4-person
households);
(2)
High-tech
technology and production techniques adopt the
natural way with the motto "synthesis ecology -
closed circulation balance - natural agreement
in a controlled environment"; (3) All
agricultural products of Sharefarm are products
of healthy organic ecosystems; (4) Closed chain
model directly bring products from farm to
household.
3.2.2. Situation of value-added of fruit and
vegetable supply chain models in Hanoi
- The members’ value-added in the fruit and
vegetable supply chain model according to the
participants are completely lower than the
members’ in the other ones.
Operating organization of the Sharefarm
supply chain model
Firstly, 360 households participated the
model will share to involve all stages of the
- The total of value-added, producers’ and
retailers’ value-added in the VinEco closed fruit
and vegetable supply chain are highest.
investment-production-consumsion
process.
They are producers; through Sharfarm
Company and tools with the support of high-
tech, they mornitor and clear every issues
related to production and production quality.
When there are products, 360 households are
also consumers using these products.
- The fruit and vegetable supply chain led
and coordinated by retailers ensure the
harmonization in value-added allocation for
members in the chain (the value-added
proportion for the producers in this chain is
highest – 37.51%).
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Table 1. Summary of value-added results of fruit and vegetable supply chain models
in Hanoi
Unit: dong/kg
intermediar
y company
Vegetable
Producer
Vegetable Fruit
Collector
Wholesalers
Retailer
Target
Vegetable Vegetable Fruit
Vegetable
Fruit
Model 1: Fruit and vegetable traditional supply chain model
Average
value-added
of members
Proportion of
average value-
added
members
Total average
value-added of
vegetable chain
2,777
25.95
6,142
37.39
10,703
2,010
20.65
2,336
21.83
5,500
33.50
3,380
31.58
5,000
29.11
of
Total average value-added of the fruit chain
16,420
Model 2: Fruit and vegetable supply chain led and coordinated by wholesalers
Average
value-added
of members
Proportion of
average value-
3,965
8,020
5,430
6,450
33.13
3,769
28.63
5,000
25.68
30.12
41.19
41.25
added
of
members
Total average
value-added
of vegetable
chain
13,164
Total average value-added of the fruit chain
19,470
Model 3: Fruit and vegetable supply chain led and coordinated by retailers
Average
value-added
of members
,Proportion of
average value-
3,811
11,070
2,915
4,645
42.73
8,000
41.09
37.51
58.91
22.22
added
of
members
Total average
value-added of
vegetable chain
12,405
Total average value-added of the fruit chain
19,470
Model 4: VinEco closed fruit and vegetable supply chain
Average
value-added
of members
Proportion of
average value-
4,904
11,248
12,065
71.10
12,200
52.03
28.90
47.97
added
of
members
Total average
value-added of
vegetable chain
16,969
Total average value-added of the fruit chain
23,448
Model 5: Sharefarm chain (This model has only operated since 2018, so there is no data to assess the value-added)
Source: Author compiled from actual survey data
3.2.3. General evaluation about the current
situation of fruit and vegetable supply chain
models in Hanoi
Evaluation about the market share of fruit
and vegetable supply chain models in Hanoi
The market shares of fruit and vegetable
supply chain models in Hanoi in 2014-2018
period are shown below. The information in
2017 was lack, because the author could not
collect data.
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102
100
98
0
0
0.4
0
0.1
1.2
0.7
3.7
3.9
0.8
4.7
0.4
0.4
96
8.4
94
92
0.4
90
95.9
94.9
94.2
88
89.9
86
84
2014
Traditional supply chain
Supply chain leaded by retailers
ShareFarm supply chain model
2015
2016 2018
supply chain leaded by MM wholesaler
VinEco closed supply chain
Figure 9. The market shares of fruit and vegetable supply chain models in Hanoi in 2014-2018 period
(Source: Author synthesized and processed from data of Hanoi Department of Agriculture and Rural
Development and survey data, 2014-2018)
Figure 9 shows the market shares of the fruit
and vegetable traditional model and leading
retailers have advantage with the proportion of
nearly 90% and 9% respectively. This reflects
properly the consumption habits and
development trends of the society in Hanoi. The
wholesalers supply chain model, closed-loop
model Vineco and Sharefarm have negligible
market shares because they are modern chains,
the market supply is low, the prices are quite
high and only available in urban areas, that lead
few people can reach them.
psychological concerns prevent them from
committing to VietGap or higher standards
compliance; (3) There are many lacks in
managing the wholesale and local markets
system, which make consumers confused and
scared; (4) Supporting for establishment of
four-home or five-home links in developing the
fruit and vegetable chain is still limitation
including quantity, quality and productive
yield; (5) Supporting of functional organization
to confirm food safety ensuring chain, banding,
trade-mark, promotional introduction to the
consumers is still slow; (6) Diffusing and
applying the electronic information system
using QR code to trace product’s origin is too
slow.
Evaluation about the achievements,
limitations of fruit and vegetable supply chain
models in Hanoi
In Hanoi, each model of fruit and vegetable
supply chain has its own several strengths and
weaknesses. Through the evaluation of current
situations of the exist models shows some
results, such as: (1) Fruit and vegetable
traditional supply chain/ wholesale markets still
meet the majority of markets; (2) New modern
chains are established, such as Sharfarm and
Vineco; (3) The fruit and vegetable supply
chain led and coordinated by retailers has a leap
in the last few years.
CONCLUSIONS
Each of five supply chain models presenting
in Hanoi has its own strengths, weaknesses,
opportunities and challenges. Considering the
social circumstances and conditions of the
Hanoi market, the development of both
traditional and modern chain models is
necessary during this period. Last time, fruit and
vegetables traditional supply chains/wholesale
markets still met demands of the majority of
Hanoi market; Fruit and vegetable supply chain
led by retailers has made great strides in terms
of scale as well as ways to supply products and
quality; Sharefarm and VinEco closed chain
Limitations and problems as follow: (1)
Ensuring the food safety is always the most
obstacle of the existing chain models; (2)
Limitation on farmers' financial capacity and
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Economic & Policies
Hanoi Youth Publishing House.
gradually come into urban life with many
advantages in quality and delivery. However,
these models still exist many problems related
to quality, food safety, traceability by QR code,
or lack of strict monitoring mechanisms...
Up to now, Hanoi still has more than 80% of
consumers using vegetables and fruits via the
traditional supply chain model with the system
of markets, street vendors or toad markets
where have many worries about quality, food
hygiene and safety, prices, beliefs, etc. This
4. Hanoi Department of Agriculture and Rural
Development (2018), Midterm Report on the
implementation of the 02-CTr/TU program on
agricultural development, new rural construction, and
improvement of the lives of farmers in the 2016-2020
period, Hanoi.
5. Hanoi Department of Agriculture and Rural
Development (2016), Report on the implementation
results of the project on the production and consumption
of safe vegetables in Hanoi for the period 2009-2016,
Hanoi.
6. Hanoi Department of Agriculture and Rural
Development (2018), Hanoi Department of Industry and
Trade, Conference on reviewing the program on
coordinated development of the supply chain of safe
vegetables, meat, agricultural products and the
management of food safety and quality, agriculture,
forestry and fisheries Hanoi city 2018, Hanoi.
7. Hanoi Statistical Office (2014-2018), Hanoi
Statistical Yearbook 2014-2018, Hanoi.
8. Hugos Michael H. (2010), Essential of Supply
Chain Management, (2nd ed.), Statistics Publishing
House, Ho Chi Minh.
9. Hoang Phe (2018), Vietnamese Dictionary, Hong
Duc Publishing House, Hanoi.
10. Sharefarm shared farm joint stock company
(2018), Hat Mon Sharefarm shared farm project, Hanoi.
11. VinEco Agricultural Production Development
Investment Limited Company (2018), Clean Journey -
Green Future Project.
requires
a
change about orientation,
reorganization, strengthening of stringent
monitoring mechanisms to suit new living
conditions and requirements of quality
standards.
REFERENCES
1. Alam M C and Supriana T (2015), “Analysis of
supply chain management of shallots in Medan”,
International Conference on Agriculture, Environment,
and Food Security, IOP Publishing Ltd, IOP Conf. Series:
Earth and Environmental Science 12132425 (627081980)
012015 doi:10.1088/1755-1315/122/1/012015.
2. Chopra S. and Meindl P. (2009), Supply Chain
Management: Strategy, Planning & Operation, (4th ed.),
Prentice Hall.
3. Dinh Van Thanh (2010), Strengthening the
participation capacity of agricultural products in the
global value chain under current conditions in Vietnam,
TỔNG QUAN VỀ CÁC MÔ HÌNH CHUỖI CUNG ỨNG RAU QUẢ HÀ NỘI
Nguyễn Thị Thanh Huyền1, Nguyễn Thị Ánh Vân1
1Trường Đại học Lâm nghiệp
TÓM TẮT
Tại Hà Nội hiện có các mô hình chuỗi cung ứng rau quả: Chuỗi truyền thống, chuỗi của nhà bán buôn Mega
Market, chuỗi của nhà bán lẻ, chuỗi khép kín Vineco và chuỗi nông trại chia sẻ Sharefarm. Mô hình chuỗi cung
ứng rau quả truyền thống (chuỗi không có thành viên lãnh đạo) có nhiều ưu thế: đáp ứng tới 90% sản lượng tiêu
thụ toàn thị trường, chủng loại rau quả phong phú, kênh phân phối rộng khắp, giá cả phải chăng… nhưng chất
lượng, ATTP còn nhiều bất cập. Các mô hình chuỗi còn lại ưu có ưu điểm: chất lượng sản phẩm và ATTP bước
đầu được quan tâm nhưng giá cao, chủng loại ít, kênh phân phối chủ yếu ở khu vực đô thị… Trong quá trình vận
hành, các mô hình chuỗi cung ứng rau quả Hà Nội cũng gặp nhiều khó khăn nhất định: (1) Việc tuân thủ các cam
kết về chất lượng và ATTP chưa nghiêm túc; (2) Hệ thống chợ truyền thống nhiều yếu kém trong quản lý; (3)
Các chuỗi thiếu các cơ chế giám sát; (4) Việc phổ biến và ứng dụng hệ thống mã truy xuất nguồn gốc (QR) còn
quá chậm...
Từ khóa: Cấu trúc, mô hình chuỗi cung ứng, rau quả, tổ chức vận hành.
Received
Revised
Accepted
: 12/4/2020
: 07/8/2020
: 11/8/2020
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