Over the last three decades Viet Nam has lost most of its mangroves, primarily due to the expansion of shrimp farming, a major contributor to its economy.

To help the Vietnamese government address the issue, IUCN and Dutch NGO SNV Netherlands Development Organisation implemented the Mangroves and Markets project (funded by the International Climate Initiative) in Cà Mau, to help shrimp farmers get organic certification under the Naturland, EU Organic, and other organic labels. 

The certifications require at least 50% mangrove cover per farm. Farmers can then sell certified shrimp to the Minh Phu Seafood Corporation at a premium price. The project also supported Cà Mau in piloting a Payment for Ecosystem Services system and policy, requiring seafood companies to pay farmers an incentive of VND 500,000 (£17.77) for mangrove conservation and restoration per hectare for providing ecosystem services.

The success of the project has led to its replication in Ben Tre and Tra Vinh provinces.