Inspiring Vietnam's next generation of agri-food innovators

“I knew very little about the agri-food sector beyond what I had read in the news or discussed in class. I certainly didn't imagine it would influence my career as someone studying communications,” says Pham Thi Kieu Oanh, a Public Relations & Communications graduate from Greenwich University Vietnam.

Oanh’s experience reflects a broader challenge facing the agri-food sector worldwide. Climate change, growing populations, and disruptions to global supply chains are driving demand for more sustainable and resilient food production. At the same time, digitalization, artificial intelligence, and circular production are creating entirely new career opportunities.

Yet attracting young talent remains a challenge. Many young people still see the sector as outdated and lacking opportunities for a rewarding career.

It was the reason that inspired the launch of Empower Youth4Food (EY4F) - Vietnam Chapter during the Netherlands Economic Mission to Vietnam in 2024, witnessed by the Ministers of Agriculture of both countries. Funded by the Dutch Enterprise Agency (RVO) and implemented by Nuffic Southeast Asia, the initiative aims to connect young people with sustainable food systems through storytelling, industry engagement and innovation.

Two years later, the campaign has shown that changing perceptions can be just as important as developing new technologies.

From curiosity to engagement

"When I first joined the campaign, I was struck by a statistic showing that only a very small proportion of Vietnamese university students choose to study agriculture, despite agriculture remaining one of Vietnam's most important economic sectors and a major contributor to exports. That contrast stayed with me throughout my journey," Oanh shares.

From 3rd prize winner of a EY4F competition, Kieu Oanh became one of the campaign's Youth Ambassadors. She participated in ESG training, attended Vietnam–Netherlands high-level aquaculture business forums and policy workshops, visited shrimp laboratories and farming communities, and met researchers, entrepreneurs, government representatives and Dutch companies working in Vietnam's agri-food sector.

"EY4F opened the door to an entire ecosystem that I had never imagined myself becoming part of", said Oanh.

One lesson stood out. I realized agriculture is not the work of farmers alone. Every product on our dining plate results from the collective effort of people working across disciplines, sectors, and even countries."

For Vo Thi Giau, agriculture was close to home. "My family comes from an agricultural background, growing oranges, so my love for this field has been with me since I was young," she says. But despite her interest in agriculture, she did not initially pursue an agricultural degree. Instead, she chose to study Business Administration.

Learning from industry

Stories like those of Kieu Oanh and Giau illustrate the importance of one of the campaign's core principles: learning and drawing inspiration from direct interaction with industry.

Over the past two years, EY4F established partnerships with over 14 companies across Vietnam's horticulture and aquaculture sectors, alongside universities, research institutes and youth organizations. Company visits offer students a rare opportunity to look behind the scenes of modern agri-food businesses.

At De Heus Animal Nutrition Vietnam, for example, participants learned about the research systems used for various aquaculture species and what sustainable practices are applied in feed production. Similar visits introduced students to greenhouse horticulture, aquaculture technologies, and food processing companies.

To further connect young talent with employers, the campaign promoted nearly 100 internships and job vacancies through its website, social media channels, and community platforms.

Beyond company visits, EY4F also challenges youth to become agri-food innovators. During the annual Changemaker Challenge, multidisciplinary teams work on real business cases provided by companies in Vietnam's horticulture and aquaculture sectors. The strongest ideas receive seed funding to further develop their solutions and present them during the annual Food Systems Innovation Challenge in the Netherlands, giving students first-hand experience in solving real food system challenges.

One of the campaign's visible outcomes has been the creation of a nationwide network of more than 20 Youth Ambassadors. These students and young professionals with a passion for agri-food have organized local events, shared their experiences online, and encouraged peers to discover opportunities within sustainable food systems.

Looking ahead

The first phase of Empower Youth4Food has demonstrated that changing perceptions is possible. Building on the foundations of the past two years, EY4F aims to evolve from an awareness campaign into a structured public-private platform connecting students, companies and knowledge institutions. The focus will shift towards developing clear pathways from education to employment, strengthening industry engagement, and supporting youth-led innovation across Southeast Asia.

The programme also seeks to deepen regional cooperation between Southeast Asia and the Netherlands, embedding partnerships within broader food systems initiatives and encouraging companies to invest in talent development.

Achieving this vision requires active participation from the agri-food sector itself. Companies play a crucial role not only as future employers, but also as mentors, innovators and partners in shaping the next generation of professionals.

Contact information

Organisations interested in becoming part of the next phase can explore the available partnership packages or contact Nuffic Southeast Asia at ctroost@nuffic.nl to discuss how they can contribute to inspiring and developing the next generation of agri-food professionals.