From drying technology to consumer markets: Vietnamese premium macadamia oil

In Vietnam’s fast-growing macadamia industry, an ambitious company is taking a new step: moving from technology-driven production to a recognisable consumer brand. In collaboration with PUM, Duong Xuan Qua is strengthening its marketing approach to bring its pure macadamia products to both domestic and international markets. In doing so, the company is not only aiming for growth, but also contributing to a stronger value chain and the promotion of eco-friendly products and healing Omega 7 oils.

Based in Bao Loc, Duong Xuan Qua has built a solid reputation over more than 20 years as a leading developer of drying technology. In recent years, the company, locally known as the “King of Drying Ovens”, expanded into processing post-harvest macadamia nuts into consumer products such as cooking and beauty oils, powder, butter and more specifically, premium Omega 7 healing oils for skincare. The quality and innovation within this ambitious enterprise are clearly in place. However, the company lacked marketing capabilities needed to create brand awareness and stimulate demand, especially to support growth on the global stage.

Building a marketing foundation together

During the project on location, Marketing expert Eric van ‘t Hoff worked closely with the team to define a clear marketing direction. Through interactive sessions, they analysed target markets, sharpened the value proposition and identified the unique strengths of the products.

Eric explains: “The training also addressed practical elements such as the company’s value proposition, the unique selling points of the products, logos and slogans, a different route to markets, a new website for the consumer products, and more integrated sales processes. Marketing plays a central role in connecting product quality with customer demand, ensuring that products are not only well made, but also recognised and understood by the market.”

From strategy to implementation

A key outcome of the project was a concrete marketing plan, including actions to create logo contours for the new business line, improve digital presence, develop content and strengthen customer engagement. The company is now working on a more consistent online strategy across platforms such as a new website and social media channels, which previously lacked regular updates and a clear focus on consumers.

In addition, steps are being taken to diversify sales channels, reduce dependency on a single distributor and explore international opportunities, including e-commerce and partnerships abroad, for example by using Amazon as e-commerce platform in the UK.

Growth with impact

With a stronger marketing foundation, the company expects to increase both brand awareness and sales. The ambition is to achieve growth of at least 75% over the coming three years for its consumer products, supported by clearer positioning, new sales channels, a higher level of digitalisation and above all, the recruitment of a dedicated marketing manager.

Beyond business growth, the project contributes to strengthening local value chains. By sourcing from regional farmers and expanding processing activities, the company supports income opportunities in Vietnam’s agricultural sector. At the same time, its focus on natural, chemical-free products responds to growing demand for healthier and more eco-friendly and sustainable alternatives.

With a clear strategy, strong leadership and a new marketing team member, Duong Xuan Qua is now well positioned to translate product quality into consumer market success.