The article outlines the opportunities and challenges for Vietnamese fruit and vegetable exports to the European Union (EU), as discussed in an online seminar by officials and industry leaders. The EU market is receptive to these products without specific negotiation requirements, but strict adherence to food safety and environmental regulations is necessary. Ambassadors highlighted the need for Vietnam to reduce pesticide use and promote non-chemical farming methods. Exporting companies also pointed out logistical challenges and suggested increasing exports of frozen produce and improving marketing efforts in the EU. Vietnamese Ambassador to Italy suggested the need for increased promotion and coordination among relevant Vietnamese authorities and businesses to boost fruit exports to Italy and the EU.