TIN FISH SAUCE NOW AVAILABLE AT COSTCO
A PROUD VIETNAMESE CULINARY MILESTONE
Lee Bros. Foodservice, Inc. proudly announces the successful introduction of Tĩn Fish Sauce, a premium Vietnamese fish sauce brand rooted in traditional craftsmanship, to Costco Wholesale USA. This milestone is achieved through the close collaboration between Lee Bros. Foodservice, TJJ Vietnam, and the Tĩn brand, marking a significant advancement for Vietnamese culinary heritage in the global retail market.
Securing placement at Costco—one of the world’s most selective and influential retail chains—requires meeting rigorous standards across product quality, food safety, regulatory compliance, and supply chain consistency. The presence of Tĩn Fish Sauce on Costco shelves reflects its ability to satisfy these demanding requirements while preserving the authentic taste and cultural essence of Vietnamese fish sauce.
With over 40 years of experience in the North American market, Lee Bros. Foodservice serves as the strategic distribution partner, leveraging its established retail network and deep market expertise to bring Vietnamese products into mainstream channels. Alongside this effort, TJJ Vietnam, the export, consolidation, and market access arm of Lee Bros. Foodservice, plays a critical role in supporting export readiness, regulatory alignment, and cross-border supply chain coordination.
“This milestone represents more than a successful product launch,” said Mr. Le Van Chieu, CEO of Lee Bros. Foodservice. “It demonstrates the growing recognition of Vietnamese products on the global stage and highlights the importance of strong partnerships in bringing authentic Vietnamese flavors to the world.”
The launch of Tĩn Fish Sauce at Costco reinforces consumer confidence in high-quality Vietnamese products and underscores the expanding presence of Vietnam’s culinary identity within top-tier international retail systems.
Lee Bros. Foodservice and TJJ Vietnam remain committed to supporting Vietnamese manufacturers in their journey to global markets, contributing to the sustainable growth and international recognition of Vietnamese food brands.
About Lee Bros. Foodservice, Inc. (LBF)
Founded in 1981, Lee Bros. Foodservice, Inc. (LBF) is a leading Vietnamese-American food manufacturer and distributor with a strong and established distribution network across North America, including the United States and Canada, alongside expanding operations in Asia.
With over four decades of industry experience, LBF partners with major global retailers, foodservice chains, and wholesale distributors to bring authentic Vietnamese and Asian flavors into the mainstream market. The company is widely recognized for its deep market access, long-standing retail relationships, and robust, end-to-end supply chain capabilities throughout North America.
About TJJ Vietnam
TJJ Vietnam is the Vietnam-based export, consolidation, and market access arm of Lee Bros. Foodservice. The company specializes in export documentation and international regulatory compliance, product sourcing and consolidation, and cross-border supply chain coordination between Vietnam and North America.
In addition, TJJ Vietnam manages the official importation and distribution of authorized U.S. products into the Vietnamese market. Serving as a strategic bridge between Vietnamese manufacturers and global distribution systems, TJJ Vietnam enables compliant, efficient, and scalable international trade.