QR Code Traceability Transforms Vietnamese Pomelo & Durian Business: What Does It Take to Meet Export Standards?
- Gusi Ayu Putri Chandrika Sari
- 2 days ago
- 8 min read
Editor’s note:
With stricter traceability regulations across China, the EU, and the US, QR codes have become more than marketing tools—they’re gateways and serve as critical entry points to global trade. This article looks at Vietnam’s digital transformation in tropical fruit exports and Koltiva’s pivotal role in enabling end-to-end compliance through real-time data systems. Insights on the benefits of traceability technology are shared by Haris Yunanto, our Senior Product Manager, and Olivier Barents, our Senior Head of Markets for the Asia Pacific (APAC) region.
Executive Summaries:
Vietnam is a major tropical fruit exporter, with pomelo and durian among its key commodities. In 2022, the country produced over 905,000 tonnes of pomelos across 105,400 hectares, exporting a substantial portion to markets such as the USA, Chile, Europe, the Middle East, and across Asia. Durian has emerged as the top export fruit, generating US$3.3 billion in export revenue by 2024.
Vietnam is undergoing a major shift in agricultural transparency. Fresh produce is now equipped with QR codes that act as digital gateways, providing consumers with complete visibility into a product’s journey—from its source and farming practices to post-harvest handling and distribution.
We’ve supported a leading Vietnamese pomelo and durian export agribusiness in digitizing the traceability of tropical fruit like pomelo and durian for export. From geolocating farm boundaries to tracking harvest volumes and verifying sourcing records, the platform provides a comprehensive digital infrastructure to ensure data accuracy and traceability. It also offers traceable information through a QR code embedded in the product’s packaging.
Entering global markets like China, the US, or Europe today requires far more than delivering high-quality produce. Exporters must align with an increasingly complex landscape of regulatory and voluntary standards—rooted not only in food safety and traceability but also in sustainability and ethical practices.
Vietnam is rapidly emerging as a regional leader in sustainable agriculture, leveraging digital innovations to future-proof its food systems—one QR code at a time. As highlighted by UNDP, a significant transformation is taking place across supermarkets and traditional markets throughout the country. Fresh produce now features QR codes that serve as digital gateways, offering consumers full transparency into the product’s journey—from its origin and cultivation methods to post-harvest handling and transportation (UNDP: 2023). By embedding QR codes, the country is creating digital identities for its agricultural products—unlocking end-to-end visibility from farm to shelf. These scannable codes grant consumers instant access to critical data, including origin, cultivation methods, production unit codes, and post-harvest handling.
These QR codes are more than just a nod to digital convenience, they reflect a deeper commitment to building an ethical, transparent, and resilient food supply chain, part of a broader shift toward responsible sourcing, ethical supply chains, and climate-conscious farming. With one quick scan, consumers can verify the production unit code, learn about farming conditions, and gain insights into post-harvest handling—turning everyday shopping into a vote for sustainability.
The Importance of Tropical Fruits in Vietnam’s Export Economy
Vietnam is one of Southeast Asia’s top tropical fruit exporters. The country produces a wide range of fruits including mango, longan, lychee, banana, pomelo, and durian. In 2022, Vietnam produced over 905,000 tonnes of pomelos across 105,400 hectares. While much of this is consumed domestically, a significant volume is exported to the USA, Chile, Europe, the Middle East, and other parts of Asia (Australian Government Department of Agriculture, Fisheries & Forestry, n.d.).
Meanwhile, durian—known as the “king of fruits”—has become Vietnam’s top fruit export, with export revenues surging to US$3.3 billion in 2024 (The Straits Times, 2025).
Export markets are growing, but so are expectations. Importing countries now require traceable documentation about where and how fruits are grown. Non-compliance can mean shipment rejections, import bans, or loss of market access.
Table of Index:
What Standards Must Tropical Fruits Meet to Enter Global Markets?
To successfully export tropical fruits particularly to high-demand regions like Europe, US, China, Australia, Vietnamese producers must comply with a rigorous set of international standards and regulations. Market entry requires a strong focus on quality assurance, food safety, and traceability. Key requirements include:
Undergo strict quality and safety inspections
All exports must pass quality and safety inspections. For example, to export to the European market, producers are advised to consult the EU Pesticide Database to ensure that only approved plant protection products (PPPs) are used. The use of unauthorized inputs or PPPs designated for other crops may result in shipment rejections at the border (CBI, 2025).
Obtain Good Agricultural Practices (GAP) certification
This certification is increasingly essential for market access in Europe. The widely recognized private standard emphasizes sustainable farming, responsible pesticide use, worker welfare, and environmental protection.
Adhere to phytosanitary and food safety regulations
Tropical fruits must meet the EU’s strict phytosanitary requirements, ensuring that products are free from harmful pests and contaminants. Compliance with food safety standards—from handling to hygiene—is non-negotiable (WTO Center, 2025).
Maintain cold-chain logistics and preservation systems
Proper cold-chain logistics are critical for maintaining fruit quality during international transit. Exporters must invest in temperature-controlled storage and transport systems to preserve freshness and shelf life.
Comply with country-specific traceability mandates
Traceability is increasingly becoming a legal and commercial requirement. Exporters must label all products with a traceability code, maintain full documentation on sourcing, and be able to provide verifiable proof of origin for each shipment (Vietnam Plus, 2024).
Meeting these requirements ensures compliance and builds trust with global buyers. In today’s market—where sustainability, transparency, and safety are paramount—Vietnam’s ability to meet these standards is key to expanding its tropical fruit exports.
Why Traceability and QR Codes are Now Mandatory for Export?
As global markets tighten import regulations, traceability has become a non-negotiable requirement—particularly for fresh produce exports. China, which accounts for 55–65% of Vietnam’s total fruit export value has led the charge by implementing stringent traceability standards (VietNamnet Global, 2025). In response, Vietnam introduced a nationwide mandates that all agricultural exports (especially fresh fruits) include QR codes that allow consumers and regulatory authorities to verify a product’s origin, production methods, and supply chain records (Viet Nam News, 2019). This marked the beginning of mandatory QR codes for all fruits and vegetables in Vietnam intended for export. This shift not only ensures compliance with China’s regulations but also strengthens transparency and credibility in other key global markets.
This regulatory shift marked the beginning of mandatory digital traceability for Vietnamese fresh produce. Today, QR codes serve as critical tools that enable both consumers and authorities to instantly verify supply chain transparency and product authenticity. While designed to meet China’s import requirements, this move also positions Vietnam to comply with traceability expectations from other high-value markets, including the EU and the United States—enhancing the credibility, competitiveness, and sustainability of its agricultural exports.
A traceability-enabled QR code typically contains:
Farm origin – including GPS coordinates and farmer identification
Harvest details – date and harvesting methods
Agrochemical use – pesticide and fertilizer application records
Certifications – such as organic and other sustainability standards
How QR codes benefit the supply chains:
For Buyers: Ensure compliance with stringent EU, U.S., and Chinese traceability regulations
For Consumers: Build trust in food safety, origin, and ethical sourcing practices
For Exporters: Demonstrate transparency, accountability, and readiness for high-standard markets
The Role of QR Codes in Fruit Packaging: Explained by Our Product Manager
QR codes are a vital tool in the push for traceable and sustainable agriculture. As our Senior Product Manager, Haris Yunanto, explains, it offer multiple benefits that go beyond simple labeling:
Boosting consumer trust through product transparency.
Scanning a QR code reveals details about the product’s origin, cultivation practices, and handling—helping customers make informed choices and building confidence in sustainable sourcing.
Meeting international compliance and export requirements.
QR codes link products to verified documentation, such as land legality and farmer certifications, helping producers meet regulatory requirements in the EU, US, China, and beyond.
Ensuring quality assurance from farm to shelf.
Traceability systems allow real-time tracking of data throughout the supply chain, ensuring consistent quality and early detection of issues.
Koltiva’s Role in Supporting Traceable Exports from Vietnam
At Koltiva, we’re proud to be at the forefront of building traceable, transparent, and sustainable agricultural supply chains across Southeast Asia and other region like America, to the Europe and Middle East and Africa. As a Swiss-Indonesian AgriTech company, we’ve developed KoltiTrace, our integrated platform that digitizes every stage of production—from farm to shelf.
In Vietnam, we’ve supported a leading Vietnam agribusiness to digitize the traceability of tropical fruit like pomelo and durian exports. Through KoltiTrace, we provide end-to-end visibility and real-time access to accurate supply chain data, helping our partners meet global market requirements and strengthen their export competitiveness—especially in high-demand markets like the EU, U.S., and China. From geolocating farm boundaries to tracking harvest volumes and verifying sourcing records, the platform provides a comprehensive digital infrastructure to ensure data accuracy and traceability. It also offers traceable information through a QR code embedded in the product’s packaging.
Field agents can now digitally map farms, record transactions, and log harvesting data directly into the system. Cooperatives use the platform to track products sourced from producers. This real-time data collection provides buyers and regulatory bodies with verifiable proof of compliance and allows producers to showcase their sustainability efforts effectively.
Beyond compliance, this system empowers producers and cooperatives through training and access to digital tools aligned with global sustainability expectations.
Case in Point: Vietnamese Pomelo and Durian Export
Koltiva is working with leading Vietnamese agribusinesses in one of the country’s key pomelo and durian-growing regions. Using KoltiTrace, these exporters:
Onboard hundreds of registered producers from several cooperatives in the area.
Digitally map farms for EUDR-aligned land verification.
Collect transaction and harvest data to meet compliance standards.
Offer QR-coded packaging for international buyers.
Geolocation Mapping: Every farm is digitally mapped using satellite GPS.
Real-Time Harvest Data: Volumes, quality, and dates are logged on mobile devices.
Digital Transactions: Producers and cooperatives log product flows directly in the system.
QR Code Integration: Packaging includes scannable codes linking to full traceability records.
“Traceability is no longer nice-to-have, it is a must-have for market entry and traction. At Koltiva, we help Vietnamese producers turn compliance into a competitive advantage. With KoltiTrace, companies gain real-time supply chain insights and a reliable digital infrastructure that meets global standards while building trust with buyers. At the same time, it makes the dedication of producers and supply chain actors visible and recognized. As markets demand greater transparency, we are proud to support the Vietnamese agricultural sector in scaling responsible exports of high quality produce across the region and beyond,” said Olivier Barents, our Senior Head of Markets for the Asia Pacific region.
Koltiva is here to help you meet evolving global standards with cutting-edge traceability solutions. Talk to our experts today and take the first step toward a more transparent and sustainable supply chain.
Resources:
United Nations Development Programme. (2023, August 17). E-traceability: A transformative step towards climate-responsible agriculture. UNDP Vietnam. https://www.undp.org/vietnam/news/e-traceability-transformative-step-towards-climate-responsible-agriculture
Australian Government Department of Agriculture, Fisheries and Forestry. (n.d.). Pomelo from Vietnam. https://www.agriculture.gov.au/biosecurity-trade/policy/risk-analysis/plant/pomelo-from-vietnam
The Straits Times. (2024, March 5). Vietnam emerges as global durian powerhouse with export value reaching $4.5 billion. https://www.straitstimes.com/asia/se-asia/vietnam-emerges-as-global-durian-powerhouse-with-export-value-reaching-4-5-billion
Centre for the Promotion of Imports from developing countries (CBI). (2025, June 16). What requirements should fresh fruit or vegetables comply with to be allowed on the European market? https://www.cbi.eu/market-information/fresh-fruit-vegetables/buyer-requirements
WTO Center. (2025, January 10). Complying with regulations of each market for smooth fruit and vegetable exports. https://wtocenter.vn/an-pham/26899-complying-with-regulations-of-each-market-for-smooth-fruit-and-vegetable-exports
VietnamPlus. (2024, June 8). Compliance with import markets’ requirement a must to bolster fruit exports. https://en.vietnamplus.vn/compliance-with-import-markets-requirement-a-must-to-bolster-fruit-exports-post288269.vnp
VietnamNet. (2025, March 25). Vietnam loses $205 million in fruit exports as China tightens controls. https://vietnamnet.vn/en/vietnam-loses-205-million-in-fruit-exports-as-china-tightens-controls-2384278.html
Vietnam News. (2019, August 22). Quality management and traceability to increase fruit exports. https://vietnamnews.vn/economy/talking-shop/524366/quality-management-and-traceability-to-increase-fruit-exports.html
Author: Gusi Ayu Putri Chandrika Sari, Social Media Officer at KOLTIVA
Subject Matter Experts: Olivier Barents, Senior Head of Markets Asia Pacific (APAC) & Haris Yunanto, Senior Product Manager at KOLTIVA
Olivier Barents is the Senior Head of Market for Asia Pacific at KOLTIVA, leading strategic partnerships and business development across the region. With a strong background in sustainable agriculture and international trade, he supports agribusinesses in building fully traceable and responsible supply chains. Olivier works closely with clients to implement digital traceability, compliance with global regulations, and producer engagement strategies—empowering businesses to achieve transparency from origin to export. His leadership is key in expanding KOLTIVA’s impact across diverse agricultural landscapes in Asia Pacific.
Haris Yunanto blends six years of tech-driven product experience with a passion for solving real user problems, building B2B, B2C, and payment solutions across e-commerce and AgriTech.
Great article! 👍 A fantastic deep dive into how QR code traceability is transforming tropical fruit exports. Vietnam’s durian and pomelo journey shows what’s possible when tech meets transparency.