The Fourth Industrial Revolution is not only reshaping production methods but also redefining their mindset, skills, and roles. To succeed in this new context, farmers must embody seven core elements, encapsulated in the keyword N.O.N.G.D.A.N: Network, Optimization, New Mindset, Green, Digitalization, Adaptability, and Narrative.
(1) N – Network: The Power of Connectivity
The digital revolution is transforming the entire landscape of Vietnamese agriculture, with networking at the heart of this change. Farmers are no longer solitary workers in the fields but proactive participants in vast, interconnected systems. These networks are not limited to traditional relationships but are empowered and expanded by digital technologies.
The strength of connectivity lies in interaction and sharing. Social media and online forums have become the “meeting rooms” for farmers, where they exchange experiences, seek market information, and collaborate to solve challenges. Cooperatives and production teams are now more efficiently managed through digital communication tools, forging a solid collective strength.
Connectivity in the digital age also extends from farm to table. Through e-commerce platforms and mobile apps, farmers can deliver their produce directly to consumers with transparency and speed. Streamlined supply chains, free of unnecessary intermediaries, have raised both profits and product value. As a result, Vietnamese produce is not only fresher but also more competitive, laying the foundation for a prosperous and sustainable agriculture.
(2) O – Optimization: Precision Agriculture, Maximum Efficiency
In the digital age, optimization has become the guiding principle of agricultural production. Instead of relying solely on experience or intuition, modern farmers are turning to technology to maximize resources and improve efficiency. This marks the shift from traditional agriculture to smart farming, where decisions are made based on data.
Advanced tools such as IoT sensors and drones give farmers a comprehensive view of crop conditions. Underground sensors provide accurate data on moisture and nutrients, while drones capture aerial images to detect pests or weak growth zones. Fertilization and irrigation can thus be applied with precision with right dosage, right time, saving resources, lowering input costs, and boosting both yield and quality.
Equally important, optimization contributes to environmental protection. Controlled use of fertilizers and chemicals reduces soil and water pollution. Thus, optimization is not merely about economic efficiency but also about building a sustainable, eco-friendly agriculture.
(3) N – New Mindset: From Producers to Entrepreneurs
The digital revolution brings not just new technologies but also a fundamental shift in mindset. Farmers are no longer simply “growers or breeders” but are evolving into genuine agricultural entrepreneurs.
By adopting business and marketing thinking, they have moved beyond “seasonal production” toward “market-driven production.” Instead of selling raw produce alone, they are learning to add value through processing, packaging, labeling, and brand development. Each product becomes a story of land, cultivation methods, and the farmer’s dedication.
This entrepreneurial mindset has also given farmers greater independence in finding markets. No longer fully reliant on middlemen, they can connect directly with consumers through online sales channels. A new generation of young, well-trained farmers in both technical and business skills is driving this transformation, creating a dynamic and promising agricultural sector.
(4) G – Green: A Sustainable Path Forward
In the context of climate change and growing consumer awareness, green agriculture is no longer optional but essential. Today’s consumers care not only about product quality but also about the environmental impact of its production. This has accelerated the shift toward organic and circular farming models.
Pursuing green agriculture yields dual benefits. Economically, green products command higher value, boosting farmers’ income and helping them win consumer trust while gaining access to demanding export markets such as Europe and Japan. Environmentally and socially, these practices protect soil, water, biodiversity, and public health.
However, achieving this requires new knowledge and skills. Farmers must embrace advanced biological cultivation techniques and strictly comply with safety and quality standards. Though demanding long-term commitment, this transformation paves the way for a sustainable and prosperous future for Vietnamese agriculture.
(5) D – Digitalization: Embracing Technology, Reaching the World
Digitalization is the most powerful driver propelling Vietnamese agriculture into global integration. Smartphones have become indispensable tools, enabling farmers to monitor market prices, track weather updates, and manage farms remotely.
The impact of digitalization is most visible in distribution and marketing. E-commerce platforms and social media have opened new sales channels, allowing produce from remote areas to reach urban consumers quickly. This reduces intermediary costs while expanding market reach and income opportunities.
Cutting-edge technologies such as blockchain further enhance transparency, enabling consumers to trace product origins with clarity. This transparency builds trust and strengthens the reputation of Vietnamese produce both domestically and internationally.
(6) A – Adaptability: Surviving and Thriving
Amid climate change and shifting markets, adaptability is a survival skill for farmers. They must contend not only with natural disasters like droughts and floods but also with the need to adjust production models to market demands.
Adaptability is not just endurance but proactive transformation. Farmers are experimenting with greenhouse and hydroponic farming to reduce dependence on weather conditions. They stay informed of market trends to adjust crop structures in time, avoiding oversupply and price drops.
This flexibility reduces risks and ensures sustainable income. By staying informed and making timely decisions, farmers are turning challenges into opportunities, asserting control over their livelihoods.
(7) N – Narrative: Storytelling to Enhance Value
In a competitive market, narrative has become a powerful marketing strategy to differentiate products and elevate their value. Agricultural goods are no longer just fruits or vegetables but carry emotional stories of farmers, their land, and clean production methods, creating a deeper bond with consumers.
With the help of social media, farmers have become storytellers. Using high-quality videos and images, they share their daily work, their perseverance, and their values. These authentic stories foster trust and affection, transforming ordinary produce into cultural and human-centered brands.
Story-driven sales not only increase revenue but also add intangible value. Consumers buy not just for quality but to support a story and values they believe in. This empowers Vietnamese farmers to enhance their status, affirm their personal brand, and extend their reach in both domestic and international markets.
Conclusion
The portrait of Vietnamese farmers in the digital era is no longer one of solitary laborers but of proactive, intelligent, and resilient entrepreneurs. By embracing the seven pillars of N.O.N.G.D.A.N: Network, Optimization, New Mindset, Green, Digitalization, Adaptability, and Narrative, they are seizing control, turning challenges into opportunities, leveraging technology to optimize production, build personal brands, and connect directly with global markets.
This transformation not only elevates the value of agricultural products but also redefines the role of farmers in society. It lays a strong foundation for Vietnamese agriculture to advance vigorously, sustainably, and integrate deeply into global value chains.
(Excerpted from the book “Vietnam: Aspiration to Rise” by journalist Vuong Xuan Nguyen)
