When you start selling food to Europe for the first time, you don’t have to pick just one direction. Food safety rules, labelling and import paperwork are almost the same whether the buyer is a Vietnamese grocery or a European restaurant. A sensible approach is usually to start with one product that suits both groups, get your documents right for the EU, and then expand step by step. This article helps you weigh each route and choose the starting point that fits your company.
How do the two customer groups differ?
First, a quick look at the differences. This is a general view based on market experience, not hard figures for any specific product.
| Criterion | Vietnamese community | European customers |
|---|---|---|
| Familiarity with the product | High: buyers already know the flavour and how to use it | Varies; needs introduction, samples and recipe ideas |
| Market size | Smaller, concentrated in certain cities | Broader, with many types of buyers |
| Typical buyers | Asian shops, Vietnamese restaurants | Restaurants, caterers, supermarkets, wholesalers |
| Label and certificate requirements | Still must meet EU rules | Still must meet EU rules; buyers often ask more questions |
| Competition | Many established importers already | Competes with many local and international products |
Starting with the Vietnamese community: pros and cons
The biggest advantage is that your product doesn’t need to be explained. Buyers know Vietnamese fish sauce, rice paper or phin coffee, so you spend less effort on introductions. It is a relatively gentle way to test the market.
There are also limits, and it is better to say them plainly:
- The market is smaller, so if your product succeeds you will reach a ceiling sooner.
- Many channels already have regular suppliers, so you compete on price and consistency.
- Starting with a “send a small shipment, keep the paperwork simple” attitude is risky: goods that don’t meet labelling or documentation requirements can still be held at the border.
Aiming at European customers: pros and cons
European customers include restaurants, caterers, shops, supermarkets and wholesalers. This group is much larger, and demand for natural, healthy Asian ingredients is growing. If your product has stable quality and a clear story, the long-term opportunity is often here.
In return, you need more patience. European buyers usually want to try samples, see your certificates, and know that deliveries will be regular. You also need to present your product in a language and style they understand, for example by suggesting how to use it in a European kitchen.
What you must do whichever group you choose
The key point: both routes require you to prepare to EU standards. As a producer, you need to take care of:
- Food-safety certificates, for example HACCP or ISO.
- Labelling and packaging that comply with EU rules.
- An EORI number and a Dutch VAT number.
- Enough shelf life when the goods reach European buyers.
Detailed requirements depend on the type of product. Please confirm them with the competent authority (in the Netherlands, the NVWA) or ask the Miss Linh team before you ship. This article is not legal advice.
Practical steps to get started
- Choose one lead product. Pick the product you make most consistently, for example a dipping sauce, rice paper, coffee, tea or spices.
- Check whether it can be sold in the EU. Ingredients, additives and labelling need careful review before you invest further.
- Complete your documents: certificates, labels, EORI and VAT number.
- Prepare pricing and samples. You need a reasonable price for both Vietnamese-origin and European buyers.
- Test with both groups using the same batch, then see which responds better to decide your next direction.
How can Miss Linh help when you sell food to Europe?
Miss Linh is a B2B platform and service provider. You sell your products in your own name to European businesses such as restaurants, caterers, shops, supermarkets and wholesalers. You remain the owner of your goods until they are sold. The goods are stored in a warehouse in the Netherlands, and Miss Linh delivers them to buyers.
Miss Linh helps from the first step: advice on whether your product can be sold in the EU, pricing advice, setting up VAT and customs, transport and customs clearance to the warehouse, and listing your products on the platform. After that come marketing and sales (newsletters, samples, customer visits, trade fairs), order handling, collecting payment, delivery, and complaints and returns. You still take care of food-safety certificates, labelling, packaging, an EORI number and a Dutch VAT number, but the team helps you with each of these steps. Miss Linh earns a commission on products that are actually sold. It focuses on small and medium-sized producers, especially women-led businesses.
You can read why and how to sell via Miss Linh, look at the producers already on the platform, or browse categories such as sauces and condiments and rice paper and wrappers to see where your product might fit. When you are ready, contact the Miss Linh team. They speak Vietnamese, Dutch and English.
Frequently asked questions
Is it easier to sell to Vietnamese people in Europe?
It is easier in that buyers already know the product, but not in terms of paperwork. EU food safety and labelling rules apply in full, so you need to prepare your documents just as you would for European customers.
Can I sell to both groups at the same time?
Yes. With one product that meets EU standards, you can reach both Asian shops and European restaurants or supermarkets. Just keep in mind that the way you present the product will differ for each group.
What should I prepare before contacting Miss Linh?
It helps to have information about your product, ingredients, shelf life and any certificates you hold, for example HACCP or ISO. If something is missing, don’t worry: the team can help you work out what is still needed, including an EORI number and a Dutch VAT number.
Can a small business sell to Europe?
It can, if the product is suitable and the documents meet the requirements. Miss Linh focuses on small and medium-sized producers, especially women-led businesses. However, results depend on the product and the market, so nothing can be promised in advance.