In today’s era of globalization, more and more Vietnamese brands are striving to reach international markets. But to avoid being overshadowed, every entrepreneur must carve out their own path. For Niick Ruzzo, Chairman of MAHA Trading Co., LLC, that path began with a simple but profound question: “How can Vietnamese products not only be exported, but also recognized as true global brands?”
Guided by the philosophy “Make Asians Healthy Again” - bringing health to Asian communities - Niick approaches business not merely as a pursuit of profit, but as a journey tied to public health, sustainability, and national pride.
How do you view the current global trend of consuming organic and natural products?
This is no longer a passing “trend”; it has become a new standard of consumption. Buyers in Europe, the U.S., and even Asia now care deeply about product origin, production processes, and accompanying certifications. They are willing to pay more for safety and transparency.
This presents a tremendous opportunity for Vietnam. Our country is blessed with natural resources - coffee, rice, mango, herbal teas, essential oils, medicinal herbs - assets that few nations can match. The challenge lies in how we standardize, certify, and tell the story behind each brand.
When establishing MAHA Trading, what long-term strategies did you set to ensure the brand would go beyond the Vietnamese market?
From the very beginning, I envisioned MAHA as an international enterprise. That means every stage - from production to packaging to distribution - must meet global standards. I focused on three pillars: product quality, international certifications, and brand storytelling. Consumers don’t just buy products; they buy the trust and philosophy behind them. If Vietnam wants to secure a global position, we must be able to tell our own story.
In your opinion, what is the biggest difference between building a brand in Vietnam and doing so internationally?
In Vietnam, many companies still follow the mindset of “produce first, sell later.” But in global markets, it’s the opposite: you start with the customer’s needs. Foreign partners always ask, “What problem does this product solve?” before they care about where it’s made.
This is a significant difference in market thinking. That’s why my team thoroughly researches each market: the Japanese value refinement, Americans prioritize convenience, and Europeans care about organic certifications. Every market requires a tailored approach.
Before founding MAHA Trading, did you experience any failures or major challenges? How did those lessons influence your decisions later on?
Absolutely. I once joined several export projects that failed right at the negotiation stage because our products lacked international certifications and transparent documentation. Partners were straightforward: “No certification, no import.”
That costly lesson taught me that trust cannot be built on words alone - it must be backed by concrete evidence. Since then, I’ve been determined to invest in rigorous quality control systems. Although expensive, these measures give Vietnamese products a real voice on the global stage.
In the early stages, how did you convince international partners to trust Vietnamese products?
I presented not just the products, but the entire process. We provided certifications from reputable organizations and invited partners to visit our raw material sources and factories in Vietnam. I wanted them to see firsthand that Vietnam can produce world-class products. Trust is built through transparency and persistence.
If you had to choose one signature Vietnamese product to introduce to the world, what would it be and why?
Vietnamese coffee. Because coffee is not just an agricultural product - it’s a culture. Vietnam is currently the world’s second-largest coffee exporter, yet most of it is still exported as raw beans. I want to change that.
With its rich, bold flavors, Vietnamese coffee can absolutely stand alongside that of Brazil or Colombia. Through MAHA, we bring Vietnamese coffee to the world not just to sell it, but to tell the story of our farmers, the red basalt soil, and the creative spirit of the Vietnamese people.
What is your hope for the young generation of Vietnamese entrepreneurs in carrying forward the “Make Asians Healthy Again” vision?
I hope they see it not merely as a slogan, but as a responsibility. Young entrepreneurs have the advantage of technology, creativity, and international connectivity. If they can combine Vietnam’s natural resources with global intelligence, the message “Make Asians Healthy Again” will spread even more powerfully - throughout Asia and across the world.
The conversation with Niick Ruzzo opens up inspiring perspectives on international trade, where Vietnamese products are not just commodities but cultural and health ambassadors. With his vision and the philosophy “Make Asians Healthy Again,” he continues to prove that true success is not about how much you sell, but about how much sustainable value you create for the community.
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