GrabConnect: Digitalising Vietnam’s farm-to-door supply chain

Grab collaborated with Cooperative Alliance for Trade Investment to build a B2B connector between rural farm producers and ready 'buyers', build a future-ready online grocery business in Vietnam, and raise awareness.

Campaign details

Brand: GrabAgency: GrabRegion: APAC

Strategy

Objective

Google's latest e-Conomy ranks Vietnam as SEA's fastest-growing digital economy however the digital divide is widening.

  • In big cities, e-commerce is booming, yet 14 million farmers remain digitally excluded.
  • The World Bank scores Vietnam's agriculture supply chains as one of the most wasteful & inefficient - scoring only 48.4 out of 100 (more wasteful than Cambodia and Laos!).
  • A 2021 Ministry of Agriculture and Rural Development study revealed Vietnam's loss rate for perishable fruit & vegetables at a shocking -45%.
  • To build a future-ready online grocery business...

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Insights Team
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