From Buon Ma Thuot, Hiromi continues to pursue his dream of bringing Vietnamese 'sea cucumber' to a wider audience.
From Buon Ma Thuot, a place with abundant water resources and many favorable conditions for developing freshwater aquaculture, Hiromi began his journey with a shared aspiration: how to transform Vietnamese eels from mere raw materials into high-value products, creating more outlets for farmers and gradually expanding into the international market.
Local advantages become the starting point for a new value chain.
Buon Ma Thuot is not only a region rich in agricultural potential, but also possesses many suitable natural conditions for developing freshwater aquaculture. Abundant water resources, a stable climate, and a favorable natural environment have opened up opportunities for Mr. Vu Tru and Mr. Son Serepok - one of the CEOs ofHiromiSeeing a new direction from the advantages of their homeland.
Mr. Vu Tru and Mr. Son Serepok at Hiromi eel farm.
For Hiromi, eel is not just a familiar ingredient in Vietnamese cuisine. It also represents the potential of local seafood if properly invested in. From traditional dishes like eel porridge, eel vermicelli, and stir-fried eel, eel has already secured a place in Vietnamese meals. However, for this ingredient to move beyond the realm of fresh dishes, a well-structured, stable production model that meets modern consumer demands is needed.
Based on that idea, Hiromi gradually built an eel farm in Buon Ma Thuot to proactively secure raw materials, control quality from the source, and create a foundation for a closed production chain. Alongside the farming area, Hiromi's factory in Ho Chi Minh City plays a crucial role in transforming raw eel into convenient, easy-to-preserve, and easy-to-use processed products.
Concerns about market outlets for eel farmers and the gaps that need to be addressed.
For many farmers, raising high-quality eels is a laborious process. However, after each breeding season, the bigger worry lies in the market, revolving around questions like: who to sell to, at what price, and whether the market is stable enough to continue breeding.
When purchasing power fluctuates, raw eels easily become unsold, and prices become unstable, making farmers heavily dependent on traders. Not only farmers, but also businesses in the supply chain face pressure as fresh eels are limited by storage time, transportation, quality standards, and distribution scope. If we only focus on raw materials, the true value of eels remains untapped.
Hiromi was created as a solution to that problem. Instead of relying solely on the fresh eel market, Hiromi chose a path of deep processing, transforming raw eels into finished products such aseel pattieseel floss, diced eel, and spicy dried eel. The products are processed, packaged, and preserved according to controlled procedures, which helps extend shelf life, enhance convenience, and expand accessibility for consumers.
Plans to bring Vietnamese "sea cucumber" to the Southeast Asian market.
After completing the entire production chain from farm to factory, Hiromi is gradually bringing Vietnamese eel products closer to consumers. Domestically, its eel floss product is available in many large and small supermarket chains such as AVAKids of Bach Hoa Xanh, a milestone marking an important step before the brand continues to bring Vietnamese eel to trade fairs, exhibitions, and trade activities in Southeast Asia.
This is an opportunity for Hiromi to introduce its products to international partners, distributors, and consumers, while also verifying the potential of Vietnamese eel-based processed foods in a broader market. With a modern production mindset and a well-structured development strategy, Hiromi aims to elevate Vietnamese eel beyond the confines of traditional cuisine, transforming it into a convenient, high-value product that represents the potential of Vietnam's freshwater aquaculture.
