Farmers Market

What Farmers Market does

Farmers Market, legally registered as Công Ty TNHH Thương Mại Laria, is a Vietnamese specialty grocery chain headquartered in Ho Chi Minh City at 496–496B Nguyễn Thị Minh Khai, District 3. The company was officially registered on September 17, 2013 (with a newer founding-year reference of 2017 in some materials) and operates 8+ physical retail stores across premium and high-traffic districts of HCMC — including District 1 (Hai Bà Trưng), District 3 (Nguyễn Thị Minh Khai), District 7 (Nguyễn Thị Thập), Bình Thạnh (Hoàng Hoa Thám), Tân Bình, Gò Vấp, Phú Nhuận (Phan Xích Long), and Thủ Đức (Lumier Quận 2). Stores operate from 6:30 AM to 10:30 PM daily. The company's core positioning is clean food and imported fresh produce, with an explicit focus on premium imported fruits sourced from the US, Canada, Korea, Australia, New Zealand, South Africa, and China, alongside organic and health-forward SKUs.

The product catalog spans 15+ categories: imported fruits, domestic Vietnamese fruits, organic foods (rice, spices, seeds, beverages, candy), fresh vegetables and mushrooms, fresh and frozen meat/seafood/eggs, dairy and plant-based alternatives, frozen and chilled prepared foods, dry goods and staples, confectionery and beverages, health foods (ginseng, bird's nest, cordyceps, supplements), flowers and plants, household and personal care, ceremonial/religious offerings, and curated gift baskets. The e-commerce storefront at farmersmarket.vn is built on the Haravan commerce platform and supports same-day delivery within HCMC plus nationwide delivery for dry goods; a separate B2B microsite at quatangfarmers.vn handles corporate gifting. Customer service is delivered through hotline (1800 6930), Messenger, and a Zalo Official Account, with marketing concentrated on Facebook, Zalo, and an editorial blog covering seasonal produce and gifting guides.

The revenue model combines three streams: in-store retail, online e-commerce, and B2B corporate gifting. Pricing is in Vietnamese Dong using unit, weight-based, and bulk formats — ranging from roughly 12,900 VND (coconut) to 4,999,000 VND (premium ginseng) — with regular percentage-off promotions. The business is privately held, structured as a Vietnamese limited liability company (TNHH), with no disclosed parent company, no external investors, and no public listing. The most recent regulatory action is a business registration amendment filed on November 14, 2025.

Name

Farmers Market

Legal name

Công Ty TNHH Thương Mại Laria

Website

https://farmersmarket.vn

Company type

Private

Founded year

2013

Operating status

Operating

Short description

Farmers Market is a Vietnamese specialty grocery chain operating 8+ retail stores across Ho Chi Minh City plus an e-commerce platform, selling imported fruits, organic foods, fresh produce, household items, and curated gift hampers to individual consumers and corporate clients.

Ownership category

akta.pro rank

Product category

Specialty Grocery Retail

NAICS

Specialty Food Retailers (4452), Fruit and Vegetable Retailers (44523), Food and Beverage Retailers (445)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400)

akta.pro primary industry

Organic Produce & Farm Market Retail (CRAHAEAD)

Keywords

• Imported grocery retail
• Fresh produce supermarket
• Organic food store
• Fruit import distribution
• Gift hamper services

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Retail Sales (In-Store): Physical retail store sales across 8+ locations in Ho Chi Minh City. Customers purchase products directly at store locations.
2. E-commerce / Online Sales: Online ordering through farmersmarket.vn with delivery services including same-day delivery within Ho Chi Minh City and nationwide delivery for dry goods.
3. Corporate Gift Services: B2B corporate gift services for businesses including seasonal gifts (Mid-Autumn Festival), business gifting, and customized gift solutions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Farmers Market operates a premium grocery retail chain and e-commerce store in Vietnam, selling imported and domestic fresh fruits, organic and clean foods, vegetables, meat/seafood/dairy, frozen and dry goods, confectionery, health foods, household and personal care items, and curated gift hampers. Customers can purchase through 8+ physical stores in Ho Chi Minh City, the farmersmarket.vn website with delivery options, and the corporate gifting portal quatangfarmers.vn.

Product overview

Farmers Market is a Vietnamese supermarket chain specializing in clean food and imported fruits. The business operates as a multi-category retail platform offering fresh produce (imported and domestic fruits, vegetables, mushrooms), organic foods, meat and seafood, dairy products, frozen foods, dry goods, confectionery, health foods, personal care, household items, and religious offerings. The company also provides gift basket services for both retail and corporate customers, featuring fruit arrangements and specialty food gift sets. The retail chain is powered by Haravan e-commerce platform and operates multiple physical store locations across Ho Chi Minh City.

Differentiator

Problem solved

Functional benefit

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves3 records

Expansion highlights5 records

Emerging players

• Organica Vietnam: Vietnamese organic and clean-food retail chain with stores and online delivery. Directly overlaps with Farmers Market's organic produce and clean-food positioning, though smaller in store count and assortment breadth.
• Green Grocer Vietnam: Online-focused fresh-produce and grocery delivery startup operating in HCMC. Directly competes with Farmers Market's e-commerce and same-day delivery offering, particularly in fruits and vegetables.

Broad incumbents

• AEON Vietnam: Japanese retail group operating AEON MaxValu and AEON Mall hypermarkets in Vietnam. Competes on multi-category grocery and imported Japanese SKUs, with significantly larger footprint and capital base.
• Emart Vietnam: Korean hypermarket operator in Vietnam with HCMC and other-city stores. Competes on imported Korean SKUs and overall grocery breadth, complementing rather than fully overlapping Farmers Market's premium neighborhood format.
• Lotte Mart Vietnam: Korean-backed hypermarket chain with HCMC locations selling imported and domestic groceries. Competes on imported assortment and scale, though with a hypermarket (vs. neighborhood grocery) format.
• Saigon Co.op / Co.opmart: Largest Vietnamese retail cooperative with extensive Co.opmart, Co.opXtra, and Co.op Food store network. Overlaps broadly with Farmers Market's multi-category grocery offering, but at much lower price points and with mass-market positioning.

Direct peers

• Annam Gourmet: Premium imported and gourmet food retailer in Vietnam with physical stores in HCMC and Hanoi. Closest competitor on the 'imported premium' positioning Farmers Market pursues, especially in fruits, organic, and health-food categories.
• WinMart / WinCommerce: Masan Group's national supermarket and convenience-store chain with deep HCMC presence. Competes directly on multi-category grocery assortment and increasingly on premium/imported SKUs, but with substantially greater scale and capital backing.
• Bach Hoa Xanh: Vietnamese grocery chain (part of Mobile World Investment Corporation) operating hundreds of stores selling fresh produce, packaged goods, and household items. Most direct head-to-head competitor to Farmers Market in HCMC, with comparable neighborhood grocery format and fresh-produce focus.

Others

• Tiki / Shopee Fresh: Major Vietnamese e-commerce platforms (Tiki owned by VNG, Shopee by Sea Group) that now sell fresh produce and groceries online. Indirectly compete for the same HCMC consumer wallet, particularly in delivery-led purchases, though they lack a dedicated premium-fruit positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/farmersmarket.vn
• LinkedInlinkedin.com/company/farmers-market-vn

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Farmers Market