My health coaching clients often ask where to find clean, organic vegetables Ho Chi Minh. The early emergence of organic markets and consumer interest in organic food in the Global North were often related to broader environmental movements concerned with eco-central societal transformations towards sustainability and systemic change (Barendregt and Jaffe 2014 , 5). For instance, the USA of the 1960s witnessed an organic food movement striving for small-scale food production, ecological responsibility and community engagement (Johnston et al. 2009 , 510).
Generally, the interviews coincide with existing research stating an increasing demand for organic produce in Vietnam, especially for health reasons and among people with higher incomes (Moustier et al. 2006 ; Thien T. Truong et al. 2012 ). The centrality of the health factor in organic consumption in turn must be put in relation to the overall food safety situation in current Vietnam in which the fear of unsafe, health-damaging substances in food is very prevalent.



Focusing on organic baby food products and formula, Bellamy's Organic is trusted by consumers because its products are manufactured and packaged in Australia, which means that they meet the strict requirements of the food safety that is higher than anywhere else in the world.
This farm has started in 2014, using NFT ( Nutrient Film Technique ) system to grow and now developed in a 2000 square meter facility that mainly grows lettuce with seeds imported from Holland; green oak, red oak, butter head, freckle ice berg, romaine and red coral are some of the vegetables you can find.
Even though the Government has said they would provide favorable conditions for developing organic and high-tech farming, banks' requirements are too hard to satisfy - they always ask for collateral, which is always tough for us. I've tried and never been able to borrow from banks,” Hong said.

Thus newly ‘discovered' consumers now find themselves in the position to choose from diversified markets with the corporate promotion of modern consumption (Ehlert 2016 ). The notion of consumer choice in turn also includes a moral imperative of making the ‘right' choice (Parsons 2015 ). Thus as responsible neoliberal nước ép trái cây citizen, the individual is expected to be in charge of his or her well-being and health, a discourse referred to as ‘responsible individualism' (Parsons 2015 , 1). This is of particular interest for this chapter in the field of food and questions of the responsibility of healthy and safe food choices.
The emergence of organic sectors in the Global North—where the majority of research on organic consumption has been focused (Grosglik 2016 )—has often been associated with wider societal movements for the environment (Johnston et al. 2009 ; Barendregt and Jaffe 2014 ; Poulain 2017 ). Yet while the organic niche in Vietnam could at first sight look like yet another local manifestation of a global trend towards ‘green' ethical consumption, it has to be contextualised locally and historically in order to comprehend the underlying societal processes and drivers.