As part of the 30th anniversary celebration of Vietnam–U.S. diplomatic relations, the U.S. Agricultural Discovery 2025 event—organized by the Foreign Agricultural Service (FAS) under the U.S. Department of Agriculture (USDA)—officially took place at the Youth Cultural House in Ho Chi Minh City. The event was not only a large-scale American cultural and culinary festival, but also served as a bridge connecting Vietnamese consumers with the sustainable values of U.S. agriculture.

As an official importer of U.S. meat, New Viet Dairy and the U.S. Meat Export Federation (USMEF) proudly joined the event, bringing the spirit of “From U.S. Farm to Vietnamese Table” to life through a series of rich, flavorful culinary experiences.

The booth of Dai Tan Viet Joint Stock Company at the U.S. Agricultural Discovery 2025 event

Vietnamese Consumers Eagerly Explore the Best of U.S. Agriculture

Held over two days from July 19–20, 2025, the event attracted thousands of enthusiastic visitors. It offered a valuable opportunity for leading U.S. brands to connect with Vietnamese consumers, understand their needs, and present practical, modern product solutions.

Visitors were able to taste and experience a wide range of premium U.S. agricultural products—from meat, dairy, and fruits to wine—as well as shop for diverse imported items including pet food and American cotton-based fashion products.

Vietnamese consumers experience U.S. agricultural products.

During the opening ceremony, Acting U.S. Consul General Carolee Williamson emphasized that the event honored the long-standing history and strong ties between the food, beverage, and agriculture sectors of both countries. She encouraged everyone to come, connect, and enjoy high-quality U.S. agricultural products now available in Vietnam.

Acting U.S. Consul General – Ms. Carolee Williamson delivered the opening speech at the event

New Viet Dairy Booth – A Culinary Highlight at U.S. Agricultural Discovery 2025

New Viet Dairy (Booth #15) at U.S. Agricultural Discovery 2025

Among the many attractions, booth #15 by New Viet Dairy stood out as a culinary hotspot, offering bold American flavors. Thousands of visitors were impressed by:

• The distinctive taste of U.S. beef cuts prepared on-site.

Customers savor the authentic flavors of U.S. meat on site

• One-on-one product consultation from New Viet Dairy’s expert team—helping customers choose the right cuts and suggesting preparation methods for home cooking or BBQs.

On-site consultation from New Viet Dairy’s team of specialists

• Special giveaways for shoppers, including raincoats, ceramic mugs, compact umbrellas, and exclusive souvenirs from USMEF.

Attractive gifts for customers with purchases

The U.S. beef and pork products brought by New Viet Dairy at the event were USDA Prime/Choice certified, and well-loved for their:

• Natural marbling that enhances tenderness and flavor.

• Balanced fat-to-lean ratio, ideal for a variety of cooking methods.

• Food safety assurance and full traceability from farm to table.

U.S. meat with natural marbling – a perfect balance of lean and fat

All products were legally imported, carefully preserved under strict standards to maintain freshness and nutritional integrity. The convenient packaging made them suitable for both home use and professional kitchens or restaurants.

Event Success – A Sustainable Commercial Impact

After two days of exciting activity, New Viet Dairy’s booth recorded impressive numbers:

• Approx. 2,000 visitors stopped by to explore and sample products.

• Nearly 300 orders were completed, with over 300kg of U.S. meat sold.

• More than 400 new customer leads were added via Zalo—creating a solid foundation for expanding online customer engagement.

Positive feedback from valued guests attending the event

Notably, the average consumption reached nearly 1kg of meat per visitor, highlighting both customer satisfaction and strong purchase intent after on-site tasting. In addition to commercial results, the event helped strengthen brand awareness and consumer trust.

New Viet Dairy & USMEF – Strategic Partnership for Market Development

As a trusted USMEF import partner in Vietnam, New Viet Dairy regularly receives market insights—from livestock production and pricing trends to supply chains and consumer behavior. This information empowers New Viet Dairy to design effective distribution, pricing, and promotional strategies tailored to Vietnamese preferences.

Connecting with our valued customers at the event

Through initiatives like U.S. Agricultural Discovery, USMEF and New Viet Dairy continue to collaborate on diverse engagement efforts—offline events, in-store tastings, online promotions, and market communications—to make U.S. meat a familiar choice in Vietnamese kitchens.

Sales Team – Dai Tan Viet Joint Stock Company

Conclusion – A Memorable Milestone, A Journey Continued

The U.S. Agricultural Discovery 2025 wrapped up on a high note, leaving behind meaningful impressions—from immersive culinary experiences to tangible brand connections and real market outcomes. For New Viet Dairy, it reaffirmed the company’s vision: delivering premium, transparent, and officially imported U.S. meat products to Vietnamese consumers.

Explore our full range of certified U.S. meats from New Viet Dairy HERE!