Lasuco and Its Journey to Conquer the Middle Eastern Market: The Dream of “Made in Thanh Hóa” Reaching the World

Over the years, Lam Son Sugar Cane Joint Stock Corporation (Lasuco) has tirelessly strived to establish the Thanh Hóa agricultural brand on the global map. One of its proudest milestones is the successful penetration into some of the world’s most demanding markets, including the Middle East.

Overcoming Barriers to Go Further

With the message “All from nature,” Lasuco’s products have won the hearts of international consumers thanks to their outstanding quality and strict quality control. However, entering the Middle Eastern market—a region with stringent requirements, especially regarding Halal standards—has not been without challenges.

The Halal certification is not just a guarantee for the final product but also requires compliance in the entire process, including production, packaging, transportation, and storage. Mr. Lê Văn Tân, Chairman of the Board of Directors at Lam Son Sugar Joint Stock Company, shared, “Achieving Halal certification not only demands significant investment but also requires a long-term commitment to meet the standards of such demanding markets. But this effort has helped Lasuco solidify its reputation on the international stage.”

Remarkable Achievements in the Middle East

Thanks to well-planned investments and a clear development strategy, Lasuco’s products have officially made their way onto the shelves of many Middle Eastern countries, including Jordan, the United Arab Emirates (UAE), Egypt, and Libya.

– Pure Rock Sugar
– Golden Sugar
– MIATA Lime-Flavored Fresh Sugarcane Juice
These offerings have quickly earned consumer trust and are now a hallmark of Vietnamese quality in the region.

Lasuco’s presence in the Middle East not only generates stable revenue but also stands as a testament to the quality and appeal of Vietnamese agricultural products. It also serves as a stepping stone for the company to further expand into other Islamic countries in the region.

A Sustainable Vision for the Future

Beyond export success, Lasuco is focusing on building sustainable value for its brand by adopting advanced production technologies and meeting international standards. Certifications such as ISO 9001:2008, OHSAS 18001, and Halal have become vital “passports” for Lasuco’s products to go further.

Mr. Trần Xuân Trung, Deputy Director in charge of trade at Lasuco, emphasized, “To maintain our position in demanding markets, Lasuco not only focuses on improving product quality but also strives to understand consumer preferences and continuously innovate. This is the only way to build a sustainable brand.”

Lessons from the Middle Eastern Market

Although Lasuco has achieved significant success, its journey to conquer the Middle Eastern market has not been without valuable lessons. Differences in culture, language, and business practices present considerable challenges. Meeting Halal standards, which involve higher costs compared to regular products, also poses significant pressure on the company.

However, surpassing all these obstacles, Lasuco has proven that Vietnamese agricultural products can compete on the international stage when backed by strategic investment and proper development. The success in the Middle East is not only a source of pride for Lasuco but also an inspiration for other Vietnamese agricultural enterprises to confidently venture into global markets.