The province currently has about 5,500 hectares of passion fruit under cultivation, with around 4,455 hectares integrated into 13 production linkage chains involving eight enterprises and five cooperatives. Concentrated in areas including Chu Prong, Mang Yang, Chu Pah, and Ia Grai, the linked production zones generate more than 160,000 metric tons of fruit annually.
The integrated model covers the entire production process, from seed supply and technical support to purchasing, processing, and export, creating standardized raw material areas capable of meeting growing market demands for quality and traceability.
Among the established models is the Hung Thom Gia Lai Agricultural and Service Cooperative in Hra commune, which works with 187 farming households cultivating 205 hectares of passion fruit across Hra, Ayun, Chu Prong, and neighboring communes. The cooperative has obtained seven planting area codes for export markets.
According to Director Do Thi My Thom, the cooperative organizes production, provides technical guidance and agricultural inputs, and guarantees product purchases under the linkage model. Standardized cultivation has helped raise average yields to about 36 metric tons per hectare, producing more than 7,380 metric tons of passion fruit each year.
Around 40% of the cooperative's output meets European export standards. Fruit shipped to France, Russia, and Switzerland sells for approximately 42,000 Vietnamese dong (about $1.60) per kilogram, compared with an average of 22,000 dong (about $0.84) per kilogram in other markets. The remaining production is processed into value-added products, reducing reliance on fresh fruit sales.
Gia Lai plans to expand its passion fruit cultivation area to about 10,000 hectares by 2030, with projected annual output reaching 389,500 metric tons. Land under production linkage models is expected to increase to 4,956 hectares, up by 500 hectares from current levels.
Provincial authorities have identified seed quality as a key factor in ensuring the long-term success of the value chain.
To strengthen domestic seed production, Naseeds High-Tech Plant Breeding Joint Stock Company, a member of Nafoods Group, has collaborated with research institutes and international experts while applying technology from Taiwan to develop high-quality breeding materials.
Associate Professor Dr. Nguyen Van Viet, Director of the Nafoods High-Tech Plant Breeding Research Institute, said the company's recently introduced King Dai Nong 1 passion fruit variety offers significant improvements over older varieties. With a fruit-setting rate exceeding 80%, the variety produces yields of 45 to 50 metric tons per hectare while delivering consistent fruit quality suited to processing facilities and export markets.
Businesses are also investing in downstream improvements to meet increasingly demanding international requirements.
Luu Quoc Thanh, General Director of Quicornac Co., Ltd., said the company is expanding its presence in North American, European, and Asian markets while investing in raw material areas, strengthening traceability systems, and maintaining partnerships with farmers to ensure stable supplies.
The province has identified passion fruit as one of three priority agricultural sectors for developing standardized raw material zones linked to processing and exports during the 2026-2030 period.
As part of that strategy, Gia Lai plans to establish an additional 500 hectares of passion fruit under production linkage models involving major companies, including Nafoods Tay Nguyen JSC, Dong Giao Export Food JSC's Gia Lai branch, Sesan Gia Lai Agriculture One Member Co., Ltd., and Quicornac Co., Ltd.
The province is also prioritizing two dedicated value chains: one focused on fresh fruit that meets export standards and another supplying processing facilities with raw materials for products such as frozen passion fruit pulp, concentrated juice, and passion fruit flavorings.
Gia Lai's strategy is built around enterprises driving investment, cooperatives organizing farmers, standardized production areas providing the foundation, and linkage contracts supported by traceability systems to manage the supply chain.
Provincial authorities expect the approach to strengthen the long-term competitiveness of the passion fruit sector, increase added value, expand export opportunities, and deliver higher returns for growers.
