Hoang Phu cashew: A symbol of Vietnam’s exemplary rural industrial products

Hoang Phu’s salted roasted cashew nuts were named among Vietnam’s National Outstanding Rural Industrial Products 2025, marking a milestone of national pride.

According to Director Hoang Chuan of Hoang Phu Co., Ltd., the recognition is more than an honor, it serves as a powerful motivation to promote Vietnamese craftsmanship, strengthen brand value, and improve local livelihoods.

Hoang Chuan, Director of Hoang Phu Cashew Co., Ltd.

Hoang Chuan, Director of Hoang Phu Cashew Co., Ltd.

As one of 108 products honored at the 2025 national selection, how do you feel about this recognition?

Hoang Chuan: For us, salted roasted cashews are more than a product, they represent the essence of our land, our people, and the deep-rooted traditions of the former Binh Phuoc region, now part of Dong Nai Province. Being recognized as a National Outstanding Rural Industrial Product for the third consecutive time is a tremendous honor for Hoang Phu.

We truly appreciate the acknowledgment from the Ministry of Industry and Trade and relevant authorities. More importantly, it strengthens our resolve to stay true to our founding principle: using only 100% locally sourced Binh Phuoc cashews, never imported materials. This consistency not only preserves the authentic identity of Vietnamese cashews but also builds enduring trust among consumers for over 15 years. Whether purchased domestically or overseas, every Hoang Phu cashew assures customers they are holding an authentic, unblended product from Dong Nai. That is the promise we have steadfastly upheld.

Could you share more about the development journey of Hoang Phu’s roasted cashews, from raw material sourcing to processing? What sets the brand apart?

Hoang Chuan: The first distinction lies in our raw material zone. Dong Nai has long been regarded as the “capital of cashews,” where ethnic S’tiêng and Khmer communities have cultivated the crop for generations as a key means of livelihood. Cashew trees are well-suited to local soil and climate, requiring little fertilizer or pesticides.

Hoang Phu Co., Ltd. works closely with local farmers, guiding them through proper harvesting and preliminary processing to ensure the best quality nuts. Although we cultivate more than four hectares of our own cashew trees, the majority of raw materials come directly from local growers.

When market prices fall, many farmers are tempted to cut down their cashew trees to switch crops. To counter this, the company commits to buying at higher prices, helping farmers maintain their income and long-term attachment to cashew cultivation. In this sense, Hoang Phu’s cashews are not merely a commercial product, they also carry social value by sustaining the livelihoods of ethnic and rural communities.

Another distinctive factor lies in our roasting technique. Early in my career, I realized that roasting cashews is an exceptionally delicate process. The shell contains strong acids that can cause burns if handled incorrectly. Through years of experimentation, I developed specialized wood- and gas-fueled roasting machines that distribute heat evenly from inside out. This ensures perfectly crisp, aromatic cashews that remain dry and mold-free.

This proprietary technology gives Hoang Phu Co., Ltd. cashews their signature deep, rich flavor, unlike any other on the market. Today, our brand extends its influence through a franchise model, deploying our roasting machines in 34 provinces for on-site production and direct distribution to consumers, including exports.

In short, quality and integrity are the cornerstones of our brand. We refuse to chase volume at the expense of authenticity, that is the philosophy that defines Hoang Phu Co., Ltd.

In such a competitive market, how has Hoang Phu Co., Ltd. promoted and distributed its products? Which sales channels have proven most effective?

Hoang Chuan: In the past, we relied mainly on traditional agents and retailers, supplying goods on consignment. But now, we have shifted to a full-purchase model, retailers buy outright, ensuring freshness and product rotation. Alongside this, we have strongly expanded our online channels.

Our products are now sold via multiple e-commerce platforms such as TikTok Shop, Facebook, Zalo, and YouTube. We even run digital ads targeting customers in the United States, Japan and the Republic of Korea. Online sales are an inevitable trend, wherever customers are, Hoang Phu Co., Ltd. aims to be present. Both young and elderly consumers are active online, and this approach allows our brand to spread rapidly.

Hoang Phu salted roasted cashews are among Vietnam’s National Outstanding Rural Industrial Products 2025.

Hoang Phu salted roasted cashews are among Vietnam’s National Outstanding Rural Industrial Products 2025.

Currently, most of our international orders are hand-carried through travelers, but recently a Japanese company expressed interest in direct imports, a highly promising sign for market expansion.

We process around 500 - 600 tons of raw cashews annually, and with online growth, we expect to double that to 1,000 - 1,500 tons in the near future. Clearly, a dual distribution strategy, combining traditional and modern channels, is creating strong momentum for Hoang Phu Co., Ltd.’s growth.

Thanks to the support of the Ministry and local Departments of Industry and Trade, we have also participated in numerous trade fairs and promotion events. These platforms have helped Hoang Phu Co., Ltd. cashews “go further”, elevating our visibility both domestically and internationally.

As someone deeply attached to cashew cultivation and rural communities, what are your recommendations to ensure the sustainable development of Vietnam’s cashew industry?

Hoang Chuan: First, I would like to express my sincere gratitude to the Ministry of Industry and Trade and provincial departments for their continued support in promoting our products. However, to make cashews a truly strategic crop that improves rural livelihoods, long-term policies are essential.

In difficult years when prices fall, many farmers cut down their cashew trees, this is a great loss, as cashews hold not only economic but also nutritional and cultural value. The government should introduce timely assistance mechanisms to help farmers overcome hardship and remain committed to cashew cultivation.

At Hoang Phu, we provide farmers with price support, partial financial aid, and technical training to maintain nut quality. Yet, comprehensive support for all growers is beyond our capacity, we need strong coordination from state agencies. With consistent policies, I believe the cashew tree can become a pillar of economic resilience for ethnic S’tiêng and Khmer communities, while enhancing the global standing of Vietnamese cashews.

In its long-term strategy, Hoang Phu Co., Ltd. is committed to investing in advanced processing technologies, expanding its distribution network, and boosting exports. With continued institutional support, the company believes that Hoang Phu’s roasted cashews will reach more demanding global markets while preserving their authentic flavor and the heartfelt craftsmanship behind every nut.

Thank you for your time and insights!

Hai Linh - Le Van
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