The ministry of Agriculture and Rural Development has submitted a plan to the government that seeks to develop a Vietnamese rice brand name by 2020. Vietnam has been one of the top three rice-exporting-nations but it lacks brand names that are known in the global market, the ministry said in its proposal. Around 90% of the country’s rice exports comes from the Mekong Delta. Last year, delta provinces exported 3.2 million tons of high-quality rice, accounting for 52% of total exports, and 44% higher than in 2013. Customers in the Europe, North America, Asia, and Africa have increased import of Vietnamese rice thanks to good marketing. But the ministry points out that Vietnamese rice varieties face challenges when trying to enter quality-conscious markets.