The RMIT MBA was a valuable gateway that enabled my transition from an IT background into the world of strategy consulting. That degree paved the way for formative roles at Dream Incubator, Deloitte Consulting, and KPMG, helping me build the commercial and analytical toolkit I needed when the time came to step into the family business. It allowed me to bring top-tier corporate strategy directly into the heart of a traditional agricultural enterprise.
For nearly 40 years, from 1990 to 2026, Mr. Ho Quang Cua poured his heart into the soil, using complex crossbreeding methods to create the ST25 rice variety. He is a scientist at heart. But when ST25 won “World’s Best Rice,” his biological masterpiece faced a modern corporate challenge: global intellectual property theft. The friction between the “old” and the “new” lay in bridging his humble, traditional agricultural mindset with the assertive commercial defense required today. We had to apply our combined business backgrounds to transform the enterprise into a fortified global brand—battling counterfeiters, defending trademarks across continents, and navigating international retail standards. The triumph is seeing his agricultural genius protected by our strategic vision.
Our dream is simple but deeply personal. We are not just trying to increase sales volume or meet export quotas. We want to defend, build, and sustain Gạo Ông Cua, ensuring that Mr. Cua’s image proudly remains the face of the brand. We want his legacy to live forever—not only in the history books of Vietnamese agriculture, but also on supermarket shelves from Vietnam to the U.S., Canada, and Australia.
Ultimately, we are doing this so that one day, our children can walk into a store anywhere in the world, look at that bag of rice, see their grandfather’s face, and feel an immense sense of pride in what their family built together.
For nearly 40 years, from 1990 to 2026, Mr. Ho Quang Cua poured his heart into the soil, using complex crossbreeding methods to create the ST25 rice variety. He is a scientist at heart. But when ST25 won “World’s Best Rice,” his biological masterpiece faced a modern corporate challenge: global intellectual property theft. The friction between the “old” and the “new” lay in bridging his humble, traditional agricultural mindset with the assertive commercial defense required today. We had to apply our combined business backgrounds to transform the enterprise into a fortified global brand—battling counterfeiters, defending trademarks across continents, and navigating international retail standards. The triumph is seeing his agricultural genius protected by our strategic vision.
Our dream is simple but deeply personal. We are not just trying to increase sales volume or meet export quotas. We want to defend, build, and sustain Gạo Ông Cua, ensuring that Mr. Cua’s image proudly remains the face of the brand. We want his legacy to live forever—not only in the history books of Vietnamese agriculture, but also on supermarket shelves from Vietnam to the U.S., Canada, and Australia.
Ultimately, we are doing this so that one day, our children can walk into a store anywhere in the world, look at that bag of rice, see their grandfather’s face, and feel an immense sense of pride in what their family built together.
