On March 25, 2026, Hoang Trung, Deputy Minister of Vietnam's Ministry of Agriculture and Environment, met with Luke J. Lindberg of the USDA (U.S. Department of Agriculture) delegation, and it was formally announced that the United States had completed its technical evaluation of fresh Vietnamese passion fruit. Quarantine procedures are expected to be completed before the 2026 harvest season, opening a new export market worth US$50–100 million a year for Vietnam.
The course of negotiations with the USDA and details of the technical evaluation
Vietnam has been negotiating the opening of passion fruit exports to the United States for several years. In September 2024, USDA-APHIS (Animal and Plant Health Inspection Service) began a risk assessment of imports of fresh passion fruit from Vietnam. At the March 25, 2026 meeting, the USDA delegation led by Lindberg confirmed the completion of the technical evaluation.
At the meeting, Deputy Minister Hoang Trung requested accelerated approval of irradiation facilities and Vapor Heat Treatment. The USDA side indicated it would advance the procedures in time for the 2026 harvest. With this, Vietnam will enter the US market as a major passion fruit exporter alongside Brazil, Colombia, Ecuador and Peru.
Background — the full picture of Vietnam's passion fruit industry
Vietnam is positioned among the world's top 10 passion fruit producers and exporters. Cultivation area expanded to 12,500–15,000 hectares as of early 2025, with main production areas concentrated in the Central Highlands regions of Gia Lai and Dak Lak and the northern mountainous region of Son La.
Conventional cultivation achieves a yield of 35–45 tonnes per hectare, and farms adopting high-tech agriculture reach up to 70 tonnes/ha. Revenue per hectare is VND 250–350 million (about ¥1.5–2.1 million), generating a net profit 3–4 times that of conventional industrial crops such as coffee and rubber.
Passion fruit exports by the numbers
| Indicator | Figure | Notes |
|---|---|---|
| Domestic cultivation area (early 2025) | 12,500〜15,000 ha | Centered on the Central Highlands and northern mountains |
| Annual production | about 190,000 tonnes | For fresh eating + concentrated-juice processing |
| 2023 export value | US$222 million (about ¥33.3 billion) | Up year on year |
| Projected exports to the US (annual) | US$50–100 million (about ¥7.5–15 billion) | Estimate by the Vietnam Fruit and Vegetable Association |
| Conventional yield | 35 to 45 tonnes/ha | Up to 70 tonnes/ha in high-tech agriculture |
| Revenue per hectare | VND 250–350 million (about ¥1.5–2.1 million) | 3–4 times that of industrial crops |
* Converted at approx. US$1 = ¥150, 1 VND = approx. ¥0.006 (as of April 2026)
Voices of local farmers
K'Sor Phuoc of Dak Doa district, Gia Lai Province, said: 'Hearing that passion fruit will enter the US market, the whole settlement is buzzing. Until now it was mainly China-bound with big price swings, but if a stable market like the US opens up, planned investment becomes possible.'
Luong Thi Mai of Son La Province expressed hope: 'Thanks to passion fruit, I've come to earn a stable income. I hope the day comes when it lines US supermarket shelves.'
On the other hand, the head of one Central Highlands agricultural cooperative pointed to a challenge: 'The key is whether the build-out of irradiation facilities keeps up. If the transport distance from facility to farm is long, there is a risk of quality deterioration.'
Impact on Japanese agricultural and food buyers
Vietnamese passion fruit's entry into the US market is a move Japanese buyers should also watch. First, Vietnam's production capacity being directed toward the US could affect the price and volume of supply to Japan. Second, the irradiation and traceability systems that cleared USDA standards raise compatibility with Japan's phytosanitary standards. Vietnam already has a track record of irradiation treatment for Japan in dragon fruit and mango, and transferring the technology to passion fruit is entirely realistic.
In addition, Vietnamese passion fruit is also exported as concentrated juice, widening the options as a raw-material sourcing destination for Japanese beverage and confectionery makers.
Industry ripple effects — the dawn of the US$1 billion fruit-export era
Vietnam's fruit and vegetable exports in January–April 2026 reached US$2.06 billion, running up 22% year on year. The annual target is set at US$10 billion, and passion fruit's entry into the US is a move that supports its achievement.
Tran Thanh Nam, Deputy Minister of the Ministry of Agriculture and Environment, has said that 'passion fruit, banana, pineapple and coconut could be the next US$1 billion export items,' and the government plans to focus on strengthening variety improvement and processing capacity for these four items as strategic crops.
On the quarantine side, Vietnam cooperates with the IAEA (International Atomic Energy Agency) on irradiation technology, and the expansion of treatment facilities will be the key to widening market access to various countries.
Practical information
| Item | Details |
|---|---|
| Timing of export clearance (prospect) | 2026 harvest season (around June–September) |
| Quarantine conditions | Irradiation + Vapor Heat Treatment (VHT), growing-area code registration, compliance with pesticide-residue standards |
| Main growing regions | Gia Lai and Dak Lak provinces (Central Highlands), Son La Province (north) |
| Competitor countries | Brazil, Colombia, Ecuador, Peru |
| Relevant ministries | Vietnam Ministry of Agriculture and Environment (MARD), USDA-APHIS |
| Information source | FreshPlaza、VietnamPlus、USDA FAS |
Summary and next actions
With the USDA's technical evaluation complete, Vietnamese passion fruit's entry into the US market has become certain. The new market of US$50–100 million a year brings price stability and higher earnings to farmers in the Central Highlands and the north. Building out irradiation facilities and registering growing-area codes are the immediate practical tasks.
For Japanese buyers, it is the moment to watch the progress of Vietnam's irradiation systems while considering building sourcing routes for passion fruit (fresh and concentrated juice).
Related Articles
- Vietnam's fruit and vegetable exports at US$2.06 billion in Jan–Apr — progress toward the US$10 billion annual target
- Vietnam's 'green passport' — a new certification system for food exports
- Decree 46 — the latest developments in Vietnam's food-safety regulation
Source: FreshPlaza (April 2026), VietnamPlus, USDA Foreign Agricultural Service, Vietnam Fruit and Vegetable Association
