His mother’s dishes were delicious, but no one knew about them. The flavors of his homeland remained hidden. A young man named Thuan, determined to change that, embarked on a journey to bring his mother’s cooking beyond their village.
Eight Years of Perseverance Despite Obstacles
On the morning of June 13, Nguyen Duc Nhat Thuan (32 years old) officially exported his banh canh ca loc (snakehead fish porridge) to the U.S. market. This milestone marks a persistent eight-year journey of sweat and tears since he started his business.
Thuan recalls his childhood in the rural commune of Hai Hung, Hai Lang district, Quang Tri, where he would carry a lunch box to the fields for his parents. This lunch box, or “ca men,” became a symbol of his homeland and a cherished memory of his youth. “Ca Men” is also the name of Thuan’s culinary brand, which he founded in 2015 when he was just 24, shortly after graduating from the Ho Chi Minh City University of Industry.
“Years ago, a friend asked me if Quang Tri was part of Hue. I felt sad because my homeland was so unfamiliar to many. Traveling to various places, I saw Hue beef noodle soup, Hanoi pho, Nghe An eel porridge… but rarely any Quang Tri specialties. With the passion of youth, I dreamed of starting a business with products that embody the flavors of my homeland,” Thuan shared.
Earning around 23 million VND monthly when he first graduated, Thuan’s income was not insignificant. However, he decided to quit his job to pursue his dream.
From a novice in the culinary world, Thuan learned from his mother how to perfect the banh canh recipe. He understood that the perfect ratio of flour for the noodles, the way the fish is filleted and seasoned to taste, and even the addition of just a bit of scallion could determine the quality of the dish. His goal was to make his food as delicious as his mother’s cooking.
“Traveling to various places, I saw Hue beef noodle soup, Hanoi pho, Nghe An eel porridge… but rarely any Quang Tri specialties. With the passion of youth, I dreamed of starting a business with products that embody the flavors of my homeland.” – Nguyen Duc Nhat Thuan
But reality was harsh. After the first month of the restaurant’s opening, it began to lose customers due to limited funds, lack of marketing, insufficient manpower, and a hidden location. Thuan had to handle everything himself, from cooking and bookkeeping to serving and delivering orders.
Later, Thuan tried to connect with the Quang Tri community in Ho Chi Minh City to attract more customers. Encouraged by his family, he persisted for three years, eventually turning a profit and opening additional branches.
A Turning Point in the Business
In 2018, Thuan faced a major career setback and encountered significant difficulties. One day, just before Tet, after covering all expenses for three stores, he and his newlywed wife were left with only 500,000 VND. The couple was at a loss and could only cry. The situation worsened when debt collectors came, forcing them to sell his wife’s last asset, a laptop, for 5 million VND.
“At that time, I didn’t know much about management, but I wanted to open multiple branches, which led to financial and personnel gaps. It was extremely painful—people often see their husbands as their emotional support, but I even had to sell my wife’s laptop,” Thuan recalled tearfully.
Determined to Share the Flavors of His Homeland with the World
Thanks to his wife’s love and support, Thuan did not give up. He downsized the staff and closed two branches to reduce costs. His wife, after her office job, would help him with everything from serving to dishwashing. Thuan also learned more about financial management, focusing on perfecting one branch before expanding further. Within six months, he had recovered and earned a substantial profit, enough to take care of his family.
Continuing with his aspirations, Thuan decided to promote Quang Tri specialties by officially exporting Ca Men’s products overseas. To ensure the health of his customers, he now uses organic rice, suitable for all body types. Ca Men’s banh canh ca loc product has also been certified by the U.S. Food and Drug Administration (FDA). By 2026, it is projected that 5 million products will be distributed in the U.S.
Nguyen Thi Kim Huyen, Chairwoman of LNS, the company responsible for exporting Thuan’s products to the U.S. market, shared: “In recent months, Thuan’s products have become very popular in the U.S., so I decided to try them myself. This is the first time I’ve seen a packaged product with such a large and appealing piece of snakehead fish, with a rich flavor that’s no different from a homemade meal.”
