Vo Dang Ai Khang
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Quang Ngai Agricultural Products and Foodstuff Joint Stock Company (APFCO) was established on December 25, 2003, through the equitization of a state-owned enterprise. With 12 dependent units, 8 subsidiaries, and 1 associate company, APFCO specializes in manufacturing and exporting tapioca starch, with a daily capacity of 4,000 MT and an annual output of 600,000–650,000 MT, including 100,000 MT of modified starch. Additionally, we operate a food-grade alcohol plant producing 30,000 m³ annually. As one of Vietnam’s leading cassava enterprises, APFCO takes pride in being recognized among the top exporters of tapioca starch in Southeast Asia.
There is a kind of happiness in the effort to give and contribute.
Khang’s motivation stems from a deeply personal mission: to elevate the status of Vietnam’s cassava industry - an often overlooked yet economically crucial agricultural sector. Witnessing her father's decades-long dedication to APFCO inspired her to combine her academic background in communication and international business to build a more professional and recognizable industry identity.
While cassava is Vietnam’s second most important export crop, its presence in global B2B markets remains underdeveloped, with minimal brand recognition or value-added positioning. Khang identified this branding gap and set out to modernize how cassava and Vietnamese agribusinesses are perceived. She hopes to reposition cassava not just as a commodity, but as a symbol of Vietnam’s agricultural strength - on par with rice or coffee.
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One of her proudest achievements was leading a comprehensive rebranding project for APFCO, which included the creation of a new logo based on the cassava leaf. This was not just a design exercise - it became the first trademarked logo in Vietnam’s entire cassava industry, marking a significant milestone. The rebranding extended across 17 factories and APFCO's headquarters, offering the company a unified, modern visual identity that reflects both tradition and innovation.
This initiative represented more than corporate branding; it was a pioneering move that set a new standard for the industry. For Khang, the success of this project affirmed the power of strategic communication and design in transforming agricultural value chains, giving her confidence to continue expanding into product development and international market growth. It was also a meaningful tribute to her father’s lifelong work, blending legacy with innovation in a way that few have attempted in the field.