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As part of the Green Export Training Program under the GEVA project, the fourth session took place with a particularly practical focus, centered on the critical stage of the export journey: when businesses are ready with their products and begin to enter international markets.

While the first three sessions focused on foundational topics — building business models, analyzing market data, and complying with sustainable standards (VSS) — the fourth session marked the point where businesses start to engage with the realities of exporting: when products are ready, and the challenge lies in getting them across borders to reach the global market.

Valuable real-world insights from insiders

The session became even more engaging thanks to a presentation by lecturer Lê Sài Gòn — an expert with many years of hands-on experience in the agricultural export industry.

He not only provided technical knowledge but also shared numerous real-life stories from his own professional journey: instances of financial losses caused by choosing the wrong partners, poorly drafted contracts, lack of understanding of logistics, or the technical barriers of export markets.

Each story served as a cautionary tale, helping businesses clearly identify risks before paying the price in money or reputation.

A dynamic and open learning atmosphere

The session went beyond simply acquiring knowledge — it also saw the active participation of businesses. Many participants openly shared the challenges and mistakes they had encountered in their export journeys — from approaching international customers to difficulties in meeting standards and conducting cross-border transactions.

This created a dynamic, insightful, and highly connected learning environment, where participants learned from each other's experiences and collectively built more practical export capabilities.

Preparing for the Final Step: A Complete Green Export Strategy

The fourth training session was seen as an “eye-opening” experience — helping businesses gain a clearer understanding of what awaits them beyond the doors of the international market.

The program will conclude with the fifth and final session taking place tomorrow, aimed at consolidating all the knowledge gained and guiding businesses in developing a comprehensive, well-structured Green Export Strategy aligned with their actual capabilities.

The GEVA Project — Green Export Incubation and Acceleration through Voluntary Sustainability Standards (VSS) — is an initiative funded by the Swiss Government, managed by the International Trade Centre (ITC), and operated by KisStartup JSC during the period from April 2025 to April 2026. The project aims to support Vietnamese businesses in enhancing their green export capabilities through training, consulting, incubation and acceleration, and international market connections.

Register to participate in the GEVA Project and its training programs at LINK

In the context of shifting global consumer trends and increasingly stringent trade regulations toward sustainability, green export is no longer a temporary choice—it has become a mandatory requirement for Vietnamese businesses seeking access to and sustainable development in international markets.

However, achieving this goal involves more than simply offering a “green” product. It requires a well-structured strategy, a flexible business model, and strong internal capacity.

To accompany businesses on this journey, a 5-session training series on Green Export was held in Hanoi—from May to early June 2025—as part of the GEVA project (Green Exports Incubation and Acceleration through Voluntary Sustainability Standards - VSS).

The program attracted over 50 small and medium-sized enterprises (SMEs) from sectors such as agriculture, food, natural ingredients, and handicrafts, who joined with a serious learning attitude and a strong aspiration to go global.

Green Thinking Starts with the Business Model

Many businesses joined the program seeking answers to the question: “Is my product ready for export?” But from the very first session, a deeper and more strategic question was posed: “Is your current business model ready for the long haul in a world that is rapidly going green?”

Under the guidance of expert Nguyễn Đặng Tuấn Minh, participants thoroughly reviewed their business models, identified strengths and weaknesses, and explored a readiness assessment tool for green export developed by the project.

The underlying message was clear: green transformation does not begin with packaging or certification—it starts with mindset and business model design. Changes in markets, consumer behavior, and international policy directly affect a business model. Without timely adaptation, opportunities can quickly be lost.

As such, the initial stage of the program focused on inward reflection—helping businesses identify key shifts needed in their structure and operations, and to allocate resources accordingly for sustainable development.

Mastering Sustainability Standards: Not Just for Compliance, But for Value Creation

The next step introduced businesses to Voluntary Sustainability Standards (VSS)—often perceived as barriers, yet in fact powerful tools to enhance international competitiveness.

With guidance from experienced experts—Ms. Ngô Minh Hương (Director of CDI), Mr. Nguyễn Hoàng Phương (NetZero.VN), and Mr. Bùi Khánh Tùng (Deputy Technical Director, CODAS)—businesses not only understood the core concepts of VSS, but also learned how to build sector-specific implementation roadmaps (e.g., Rainforest Alliance for coffee, USDA Organic for nuts, EU Organic for spices).

What set the program apart was its integration of standards with real business operations. Participants were consistently asked: “What changes does this standard require in your business model? What additional resources are needed? What strengths can be leveraged?”

This approach helped enterprises realize that VSS is not just a hurdle to overcome, but a catalyst to restructure for greater efficiency and long-term sustainability.

Real-World Lessons That Resonate

While the first three sessions focused on building internal foundations, the fourth session exposed participants to real-world market dynamics.

Veteran export consultant Lê Sài Gòn shared hard-hitting, practical insights drawn from decades in agricultural export—covering topics such as poor partner selection, weak contracts, logistics missteps, and international payment pitfalls.

More than technical tips, the session expanded understanding of what green export truly entails: it’s not just about offering a green product, but ensuring a sustainable system throughout—production, packaging, transportation, transaction processes, logistics, and transparency.

It is a fully integrated ecosystem where every link—no matter how small—must be designed with environmental responsibility and aligned with rising international expectations.

From Knowledge to Strategic Action

The final session was dedicated to translating accumulated knowledge into actionable strategies.

Each business was guided to redefine its Core Value Proposition—not just to answer “Who am I?”, but to clarify their place in the global value chain and articulate why international buyers should choose their product over countless alternatives.

Businesses also practiced delivering a sales pitch—a concise, compelling presentation of their product, business model, and sustainability strategy. This was a practical exercise to help them approach buyers, investors, or global partners with confidence and professionalism.

The End of a Training – The Start of a Journey

The 5-session training program concluded, but for participating businesses, it marked only the beginning of a long, challenging, and necessary journey toward green export.

With a clear plan, a well-developed strategy, and sustainability as a guiding mindset, Vietnamese enterprises are well-positioned not only to export—but to export responsibly, competitively, and with vision.

The program will continue in Ho Chi Minh City in the near future, creating further opportunities for the business community to embark on a structured and impactful green export journey.