(Center: Phuong Nguyen Thi Truc)
I have always believed that innovation is only as powerful as its accessibility. In agribusiness, a scientific breakthrough in a laboratory only has an impact when it reaches customers at the right time and improves their lives for the better.
As a Product Marketing Manager at Aboitiz Foods, I step into the role of a market strategist every day to navigate the distance between scientific precision and real-world application, ensuring that our technical breakthroughs don’t just stay on paper—they land on the ground.
Crossing the invisible borders
My journey into Product Marketing was fueled by a background in aquatic animal diseases. I’ve always been fascinated by the “what” of science, but I eventually realized I wanted to be part of the “so what?”—the moment where science meets the customer. This path led me to Aboitiz Foods, where we have a vast scope of impact across the food value chain.
However, the most challenging part of my role isn’t the data; it’s the differences and the distance. Navigating different markets means facing significant cultural and language barriers. I’ve learned that a “successful” product in one market might be misunderstood in another if you don’t account for local food cultures and species-specific traditions. To overcome this, I move beyond translation to immersion. I work to understand the local context so that our innovation feels like a partner, not a stranger.
Leading by actively listening
In the field, you often encounter skepticism. I remember dealing with a particularly difficult customer who was frustrated and resistant to new methods. In these moments, my most important tool isn’t a sales pitch—it’s active listening.
In product marketing, feedback is a gift, even when it’s negative. By genuinely listening to a customer’s fears and frustrations, I can pinpoint the specific pain points—like a recurring disease or a dip in yield—that our innovation aims to address. I convey that feedback to our teams, translating field-level insights into scientific adjustments.
Active listening leads to the right timing. In agribusiness, introducing a solution too early can lead to confusion, while being too late can result in missed opportunities for the aquafarmer. By understanding their immediate needs, I can introduce the right product at the moment that will provide the most relief and value.
This cycle of listening and adapting is how we translate complex science into field success. When a customer feels that a product addresses their specific struggle at the exact time they need it, they don’t just see an innovation—they see a partner they can trust.
The advantage of the “fine print”
Being a woman in the food and agribusiness industry has a distinct strategic advantage. We have a natural inclination toward the “fine print”—the subtle nuances in a conversation or the small details in a customer’s operation that others might overlook.
This attention to detail is the secret ingredient in storytelling that answers why a certain product matters. By communicating the “why” with empathy and clarity, I help bridge the gap between our mills and an aquafarmer’s livelihood, and ultimately, to a family’s meal.
I believe that the strongest link between a laboratory and a pond is a conversation held with respect and a commitment to shared growth. This isn’t just marketing; it is the heartbeat of our purpose: sustainably feeding Asia’s growth from mill to meal.
I am Phuong Nguyen Thi Truc, and I make innovation accessible by translating scientific breakthroughs into sustainable livelihoods.
