Quality assurance programs and access to international markets: the case of horticultural processors in Vietnam

Purpose – The purpose of this paper is to seek to show how the implementation of different quality assurance programs (QAPs) affects international market access for horticultural processing firms in developing countries. Design/methodology/approach – A representative survey of 50 registered firms processing horticultural produce in Vietnam was conducted. Logistic regression models are used to analyze the effects of QAPs and other firm level factors on participation in different export supply chains. Findings – QAPs influence firms' participation in export supply chains significantly. While the implementation of internationally recognized QAPs improves access to OECD markets, national QAPs are more important for exports to non‐OECD countries. Practical implications – Horticultural processing firms in developing countries can improve their access to export markets when they implement formal QAPs. There is segmentation between non‐OECD supply chains, for which national QAPs suffice, and OECD supply chains with higher food safety and quality requirements, for which international QAPs are important. Depending on the intended target markets, firms can adjust their strategies accordingly. Originality/value – This study contributes empirically to the literature on private sector food regulations and developing country exports by using a unique set of firm level data from Vietnam. While analyzing the impact of QAPs on export market access, it is differentiated between national and international QAPs. Policy implications are discussed.