From a Bag of Rice to a Movement: 43 Ford Vietnam Dealers Turn September into 21+ Tons of Care

How much can one dealership give? Last year, Ford Vietnam's dealer network answered that question with a promise kept: every dealer took part in. This September, in the second year of the campaign, together, they answered it again.

Across the country, 43 dealerships, 100% of the network's target, turned their showrooms and service bays into collection points. Together with Ford Vietnam, they mobilized 19,525 kg of food and about USD 3,400 (VND 88.7 million) in cash. The cash was converted into another 1,774 kg of food. The total comes to 21.3 tons, or about 40,600 meals.

None of it required a grand campaign. It took one dealership, then another, then another, each adding what it could.

More Than a Meal

In Vietnam, "lá lành đùm lá rách" (the intact leaves protect the torn ones) is a way of life. Many dealers took the Food Drive as a chance to give in more ways than one.

• Back to school: Some dealers helped children start the new school year with the supplies they needed.

• Mid-Autumn Festival: Others brought festive meals to families who might otherwise have gone without.

• Health care: Others funded health insurance for children, a gift that lasts well beyond a single month.

Rice fills a table for a few days. A school bag, a festival meal and a health card each give a child a little more than that.

Making Every Kilogram Visible

Ford Vietnam and its partner Food Bank Vietnam also built the Food Drive Campaign Map (fooddrivevietnam.com). It shows what each dealer did, where, when and how, with stories, photos and the people who received the help.

Across 18 delivery events, the donations reached about 1,700 people directly. That figure does not count those who will be reached as Food Bank stretches the donations further.

A Story That Travelled

The campaign did not stay inside the dealer network. Local and national media picked up the story. That brought wider attention to the Food Drive and showed how Ford dealers are present in their communities.

The Power of Many Small Gifts

No single contribution here was the whole story. A few sacks of rice, a customer's donation at a service visit or a dealer team packing boxes after work might each look small. Together they came to 21.3 tons. As the Vietnamese saying goes, "Một cây làm chẳng nên non, ba cây chụm lại nên hòn núi cao" (one tree cannot make a mountain, but three together can).

For the people who work at Ford dealerships, the Food Drive was a chance to connect with the communities they serve every day, and with the Ford spirit they bring to work.

Building Together

“Ford Building Together” spirit reaches beyond the dealership floor. Antony Kurian, Marketing & Sales Director, Ford Vietnam, put it this way:

"For us, ‘Ready. Set. Ford.' is not just a promise we make on every journey behind the wheel – it is also our commitment that whenever communities are in need, Ford will always be there. These gifts may be small, but they carry a message of connection, care, companionship, and the belief that no one should be left behind. I truly believe that the greatest value this program brings is not measured in kilograms of food, but in the lasting connection between Ford and the communities we are proud to serve."

Thank you to our dealers, their teams, our partners and every customer who gave. Look around your own community. What could you help build next?