Lam Dong Farm Produce Takes Off with Vietnam Airlines
Lam Dong has partnered with Vietnam Airlines under the “Four-Season Fruit and Agricultural Produce Route” program, bringing high-quality local specialties to passengers on Vietnam Airlines flights and opening a new channel for promoting the province's agricultural products in domestic and international markets.
Building a bridge between local authorities and airlines
On August 23 and 26, 2026, 800 kg of dragon fruit and 700 kg of melons from Lam Dong were served as desserts in business-class meals on Vietnam Airlines flights.
The products met Vietnam Airlines' requirements for commercial eligibility, food safety and relevant quality standards, including food safety certification, VietGAP and GlobalGAP certifications, and traceability records.
The products were served on major domestic routes from Ho Chi Minh City to Hanoi and Hai Phong, as well as on more than 70 international routes from Ho Chi Minh City to destinations in Europe, the United States, Australia, Japan and South Korea.
The initiative is part of a cooperation agreement between Lam Dong Province and Vietnam Airlines. Under the agreement, the Lam Dong Investment, Trade and Tourism Promotion Center was assigned to lead the program in coordination with relevant departments and agencies.
The program aims to promote Lam Dong dragon fruit and melons on Vietnam Airlines' domestic and international flights, while using the airline's communications platforms and activities to promote investment, trade and tourism in the province.
Four agricultural enterprises and cooperatives from Lam Dong participated in the first promotional phase.
They include Hoa Le Clean Dragon Fruit Cooperative in Na Boi Village, Ham Thuan Commune, and Son Tra Co., Ltd. in Nam Thanh Village, Ham Thuan Nam Commune, which supply dragon fruit.
Melon suppliers include Binh An High-Tech Agriculture Co., Ltd. in Thuan Minh Village, Tan Thanh Commune, and Chau Giang One Member Co., Ltd. in Group 8, Nam Gia Nghia Ward, Lam Dong Province.
The program is expected to expand beyond dragon fruit and melons. Other Lam Dong specialties, including artichokes, chocolate and macadamia nuts, as well as seasonal products, are expected to be regularly introduced as part of passenger meals.
Participating businesses must comply with Vietnamese regulations and meet Vietnam Airlines' quality requirements.
Product samples are sent to Vietnam Airlines' receiving center in Ho Chi Minh City for microbiological testing, pesticide residue testing, assessment of product loss during storage and quality evaluation before being served on flights.
Approved samples are then handed over to Vietnam Air Catering One Member Co., Ltd. at Tan Son Nhat International Airport.
Businesses whose products are selected will receive promotional support from Vietnam Airlines.
Their business information tags and the promotion center's logo will be displayed directly on passenger meal trays in Vietnamese and English.
Their agricultural products will also be featured in articles and photographs in Heritage, Vietnam Airlines' inflight magazine for domestic and international routes.
In addition, products will be promoted through Vietnam Airlines' digital and social media channels, including Facebook, TikTok and its website, which reach millions of users.
The promotional program is scheduled to run from August through October 2026.
Opening new opportunities through air connectivity
Lam Dong's participation in Vietnam Airlines' “Four-Season Fruit and Agricultural Produce Route” program in August carries additional significance as Lien Khuong International Airport resumed operations after more than five months of closure for repairs to its runway, taxiways and lighting systems.
Business-class passengers on Vietnam Airlines flights include a large number of businesspeople, investors, importers, trade partners and tourists.
These groups represent potential customers, business partners and market connections that could help Lam Dong's agricultural products reach consumers, companies, importers and international partners.
The initiative could also create new opportunities to explore markets, increase the value of agricultural products and strengthen the Lam Dong agricultural brand internationally.
This is the first time that distinctive agricultural products from Lam Dong have been directly promoted on Vietnam Airlines' domestic and international flights.
The initiative introduces a new approach to trade promotion by linking agricultural products with tourism and air travel, helping improve the visibility, brand image and market value of Lam Dong's agricultural products both domestically and internationally.
Direct promotion to air travelers also provides a practical way to introduce local products to millions of domestic and international passengers.
It can help Lam Dong promote tourism and agricultural products while expanding market access through air connectivity.
According to Huynh Canh, Chairman of the Binh Thuan Dragon Fruit Association in Lam Dong Province, the first supply was provided by participating Lam Dong businesses as a contribution to the “Four-Season Fruit and Agricultural Produce Route” program.
Therefore, the businesses provided the initial supply without charging for it and have not yet discussed a long-term cooperation arrangement with Vietnam Airlines.
However, Huynh Canh said Lam Dong's dragon fruit producers and traders have the capacity to meet Vietnam Airlines' requirements in both quality and volume.
A representative of the Lam Dong Investment, Trade and Tourism Promotion Center said the objective goes beyond putting a certain volume of agricultural products on flights.
More importantly, the program is expected to create an additional trade promotion channel linked to brand building, market expansion, investment attraction and tourism promotion in Lam Dong.
The center expects promotion through a national carrier such as Vietnam Airlines to raise awareness of Lam Dong agricultural products, particularly products that meet quality standards and are capable of satisfying market requirements.
With broader customer reach, passengers can directly taste the products and learn about their origins.
This provides a more engaging form of promotion and a real consumer experience, moving beyond traditional product exhibitions and promotional events.
The initiative is expected to provide Lam Dong with a new avenue to connect its agricultural products with consumers and international markets while strengthening the province's image as a destination for high-quality agricultural production, investment and tourism.