Ha Anh Truong, 38, from Vinh Thuan Dong Commune in Can Tho, studied computer science abroad before starting an e-commerce business selling products on Amazon.
His experience in exports convinced him that Vietnamese products could compete in demanding overseas markets by capitalising on local strengths.
He later turned his attention to water hyacinth, which grows abundantly in rivers and canals across the Mekong Delta. Once dried, its stems are flexible and durable, making them suitable for weaving baskets, bags and other handicrafts.
In 2018, after visiting craft villages across Vietnam in search of products with export potential, Truong saw strong opportunities for handicrafts made from natural materials in European and North American markets.
He initially sourced products from local manufacturers to test demand. After orders became more stable, he opened a workshop in the Mekong Delta, close to supplies of raw materials.
In 2022, Truong established his own brand producing and exporting products made from water hyacinth, sedge, bamboo and rattan.
His business has since expanded to a workshop covering more than 7,000 square metres and offering over 300 designs. Its products include laundry baskets, storage baskets, coasters, placemats, pet houses and handbags.
Truong said meeting export requirements has been one of the biggest challenges. Products shipped to markets including the US, UK and Canada must meet strict requirements on quality, traceability, emissions and social responsibility.
International customers also demand supply-chain transparency and compliance with environmental, safety and biodegradability standards, he said.
The business uses a solar-powered drying system adapted from models in Israel and Sweden to control moisture and reduce electricity use.
Truong said the technology has helped cut energy costs and move the business closer to international environmental, social and governance standards.
The company has also developed a system to measure carbon absorption associated with individual products, providing the data to overseas partners.
It now works with more than 1,000 households and over 10 craft villages and cooperatives across Vietnam, creating an integrated supply chain.
To secure raw materials, the company has developed a water hyacinth growing area stretching about eight kilometres along local waterways and covering nearly 300 hectares of water surface.
The business also provides additional income for rural workers, who can take materials home to make products and earn an extra VND4-6 million per month.
Thousands of water hyacinth products are now exported to nine countries each month, generating annual revenue of more than VND30 billion, according to Truong.
Despite room for further expansion, he said the company would pursue gradual growth to protect sustainable livelihoods for local workers rather than rapidly increasing orders.
Local authorities said water hyacinth proliferates during the flood season, often obstructing waterways, while Truong's business turns the plant into higher-value products and creates local jobs.
