HCM CITY — After more than a decade of establishing its position in the fresh fruit export sector, Vina T&T Group has launched TiTi Food, a processed fruit line serving both domestic and international markets, marking its strategic shift toward building a high value-added agricultural ecosystem.

Explaining the decision to invest in deep processing, Nguyễn Đình Tùng, vice chairman of the Việt Nam Fruit and Vegetable Association and CEO of Vina T&T Group, said that through years of working with farmers, the company has seen significant volumes of fruit fail to meet size standards for fresh export or suffer damage during transportation from orchards to packing facilities, resulting in considerable waste.

“From that reality, we asked ourselves why we shouldn’t produce high-quality processed products, especially when Thailand has been doing this very successfully for years. After almost every trip to Thailand, visitors bring home processed fruit products. That made me realise we must find a way to increase the value of fruits that would otherwise be discarded,” Tùng said.

The TiTi Food processed fruit range included freeze-dried durian, freeze-dried mangosteen, coconut crackers and soft-dried mango, made from premium agriculture produce such as mango, coconut, mangosteen, durian, and more. Advanced drying technologies, including freeze-drying, are applied to preserve the fruit’s natural flavour, colour and nutritional value.

Aligned with global trends toward convenient, healthy, and safe consumption, TiTi Food represents a strategic step in enhancing the value of Vietnamese agricultural products and promoting sustainable growth in international markets, the company said.

Vietnamese cultural elements are also incorporated into product packaging and labelling to convey cultural values to global consumers.

According to Tùng, Vina T&T currently exports fruit to more than 15 countries, including demanding markets such as the US, Australia, Japan and the EU. In 2025, the company successfully exported two containers of processed fruit – one to the US and one to Australia – receiving very positive feedback from partners and consumers.

The official launch of TiTi Food aims to supply the domestic market with high-quality products, while accelerating exports, standardising Vietnamese processed fruits in line with international standards and building a strong global brand for Vietnamese processed fruits, Tùng added.

Alongside the product launch, the company also introduced the TiTi Mascot, a symbol of a new generation of Vietnamese agriculture that embodies youthfulness, dynamism, trustworthiness and sustainability. — VNS