ST25 rice officially distributed through Selgros stores in Germany
On August 18, 2026, the Fourth Session of the Joint Committee on Economic, Trade and Investment Cooperation between Viet Nam and Uruguay was held in Ha Noi, co-chaired by Deputy Minister of Industry and Trade of Viet Nam Phan Thi Thang and Deputy Minister of Foreign Affairs of Uruguay Valeria Csukasi.
The opening ceremony of Vietnamese Goods Week at Selgros Berlin was held on the morning of August 17, attended by Nguyen Dac Thanh, Ambassador of Viet Nam to the Federal Republic of Germany; Mario Berger, Director of Selgros Berlin Lichtenberg; Lam Hien Hoa, Global Business Director of Mova Plus; Dang Thi Thanh Phuong, Commercial Counsellor of Viet Nam in Germany; representatives of Vietnamese and Asian product suppliers to the Selgros system, including Asia Foods Group and K&K Group; as well as customers and consumers in Berlin.
Representatives of the Viet Nam Trade Office and partners perform the opening ceremony.
The event is the result of a process of business matchmaking and exchanges between the two sides, which has been promoted through Vietnamese Goods Days jointly organised by the Trade Office of the Embassy of Viet Nam in Germany and Selgros in June 2025 and February 2026.
Selgros Cash & Carry is one of Germany’s major wholesale food and consumer goods networks and is part of Transgourmet Central & Eastern Europe. The group operates 38 locations across Germany and offers more than 60,000 products across retail areas of up to 11,000 square metres.
The system primarily serves business customers, including restaurants, hotels, retailers, companies and service establishments. With its extensive distribution network and diverse product portfolio, Selgros represents an important channel for international food products to enter the German market.
The official listing of ST25 rice on Selgros shelves demonstrates how trade connections can deliver tangible results when businesses on both sides remain committed, meet market requirements and build long-term partnerships.
Speaking at the event, Ambassador Nguyen Dac Thanh praised Selgros for its cooperation and Mova Plus for its efforts to bring Vietnamese rice products into Germany’s distribution system. The official distribution of ST25 rice through Selgros carries particular significance in efforts to bring high-quality Vietnamese agricultural products directly to German consumers.
It also represents an important step towards increasing the added value of Vietnamese agricultural products, shifting from an export model focused primarily on volume towards greater emphasis on quality, branding, value and direct access to distribution networks in Europe.
Vietnamese Ambassador to the Federal Republic of Germany Nguyen Dac Thanh addresses the event.
The Ambassador stressed that securing shelf space is only the beginning. To establish a lasting presence in the market, Vietnamese businesses need to continue focusing on product quality, food safety standards, packaging, reliable supply capacity, as well as promotional and marketing activities tailored to the German market.
The Ambassador also praised Selgros for its openness and continued support in connecting with Vietnamese businesses, expressing hope that the cooperation would be further expanded in the future.
Sharing his views on cooperation between Selgros and Vietnamese businesses, Mario Berger, Director of Selgros Berlin Lichtenberg, spoke highly of the coordination among Selgros, the Embassy of Viet Nam in Germany and businesses. He noted that German consumers are increasingly fond of Vietnamese products, ranging from tropical fruits and seafood to spices, dried products, and Vietnamese rice noodles and pho.
Looking ahead, he expressed hope that more Vietnamese agricultural products would be available on Selgros shelves.
Vietnamese ST25 rice is introduced at Selgros Berlin.
Lam Hien Hoa, Global Business Director of Mova Plus, said the company was proud to be the first business to become an official supplier of ST25 rice to Selgros.
The official presence of ST25 rice at Selgros carries significance beyond that of a single product. It provides an opportunity for consumers in Germany to directly access and experience a high-quality Vietnamese agricultural product.
This marks the fourth time that the Viet Nam Trade Office in Germany has organised Vietnamese Goods Days at German supermarkets, reaffirming its commitment to accompanying Vietnamese businesses in connecting with German importers, distributors and networks. Through these activities, the Trade Office supports businesses in strengthening their market access cap
