Who we are
A Brand Incubator at Heart
Headquartered in Perth, Western Australia, 4B Plus Pty Ltd operates as a brand incubator, combining Vietnamese heritage with Australian innovation to create authentic, export-ready products for domestic and global markets.
With an extensive distribution network spanning 6,500+ supermarkets and 15,500+ convenience stores and petrol stations across Australia, 4B Plus delivers a source-to-shelf model powered by strong partnerships and scalable infrastructure.
Our operations span Australia and Vietnam, with sales teams in Perth, Melbourne, Sydney, Brisbane, and Adelaide, integrating global capability with local expertise.
Distribution & Partnerships
From Shelf to Every Corner
Expansion Targets
-
Stage 2–3 (Domestic):
Coles, Woolworths, ALDI, Costco -
Stage 4 (Export Markets):
Vietnam, Singapore, Thailand, Malaysia, Korea, Japan, Hong Kong, USA, China, India
These networks provide early proof of market traction and form the foundation for scalable national distribution and export readiness.
Retail partners
Our Retail Partners
Product Portfolio
Our Brand Family
Through the Happy Buddha CSR Program, 4B Plus contributes a portion of proceeds from every bag of Happy Buddha Rice to support education, food security, and sustainable farming initiatives in Vietnam. This initiative reflects the company's commitment to responsible business growth and social impact - ensuring every product contributes to community wellbeing and development.
4B+ Beverages
Core Growth EngineJuices, Sparkling, Coconut Water, Coconut Water - Chocolate, Soy Drink, Cocktails
Happy Buddha Rice
Stable Revenue LinePremium Jasmine Rice (3kg, 10kg, 20kg), Restaurant-grade Fry-rice (20kg), Luxury Edition ST25 Fragrant Rice
Vutti Fresh Fruits
Exotic Tropical Import, Local & ExportFresh Premium Fruits & Ready-to-eat Packs
Vive Fresh Vegetables
Local & Export Supply DevelopmentFresh Premium Vegetables
Taste of Asia
High-margin Convenience RangeReady-to-eat Meals
MẸ Sauces & Condiments
Vietnamese Authentic IngredientsRice Papers, Noodles, Soups, Sauces, Dressings, Marinades
Corporate Social Responsibility
Growing with Purpose
Through the Happy Buddha CSR Program, 4B Plus contributes a portion of proceeds from every bag of Happy Buddha Rice to support education, food security, and sustainable farming initiatives in Vietnam. This initiative reflects the company's commitment to responsible business growth and social impact — ensuring every product contributes to community well-being and development.
The Meaning Behind 4B+
For the Brothers,
and our Partners
For the Brothers
Our founders, shareholders, early team & loyal staff, and the wider Vietnamese community — those who believe early and build our foundation.
And our Partners
Suppliers, manufacturers, retailers, distributors, investors, and strategic collaborators — together they form the ecosystem that drives our growth.
Mission
Delivering Heritage to the World
To deliver the rich flavors and heritage of Vietnamese cuisine to the world through world-class food and beverage brands, transforming cultural identity into global success.
Vision
Globally Recognised. Proudly Vietnamese.
To build globally recognised Vietnamese-origin brands that meet world-class standards of quality and authenticity, proudly carrying the mark "Product of Vietnam."
Core Steategy
Scalable. Profitable. Authentic.
4B Plus builds scalable, profitable brands through strategic manufacturing partnerships, disciplined capital management, and strong cultural storytelling.
The People Behind 4B+
An experienced entrepreneur and investor with over 25 years of leadership in business, finance, and investments across Australia and Southeast Asia. Maintains strong political, business, and financial institutional networks throughout Vietnam and ASEAN.
Over 30 years of leadership in Australia's food and grocery sector. Senior roles at Coles Group and national food agencies. Oversees national sales, retail partnerships, and merchandising operations across the 4B Plus portfolio.
Over 18 years at the Ministry of Public Security of Vietnam, specialising in immigration affairs and foreign enterprise investment regulation. Leads quality control to international standards and oversees the Vietnam production team.
Founder of Vakna Express, Vakna Blossom Garden, and a series of Vietnamese BánhMì stores. Brings deep expertise in brand-building, public relations, and strategic operations to lead 4B+ Melbourne.
Proven record in importing, distribution, and logistics. Founder of Grow Buddies, a horticulture business in Western Australia. Holds a HACCP Australia Certificate in Food Safety — reinforcing 4B+'s commitment to compliance and quality.
Future Growth & Innovation
Looking Forward
4B Plus Pty Ltd is strategically positioned for long-term growth through continued market diversification and product innovation. The company plans to expand distribution into the Food Service, Hospitality, and Asian Grocery segments — complementing its strong retail presence and enabling broader consumer reach across Australia and export markets.
Beyond market expansion, 4B Plus is exploring innovation opportunities across the value chain, including farming, logistics, and manufacturing solutions. By developing sustainable sourcing models, advanced logistics systems, and technology-driven manufacturing partnerships, the company aims to enhance supply efficiency, strengthen traceability, and maintain world-class quality standards.
These initiatives reflect 4B Plus's ongoing commitment to innovation, operational excellence, and sustainability — ensuring continued growth, global competitiveness, and a lasting positive impact on the food and beverage industry.
We are building globally trusted Vietnamese brands that proudly carry the mark Product of Vietnam, transforming national heritage into international success.
Justin H.T. Bui Group CEO, 4B Plus Pty Ltd