Like many metropolises worldwide, Hanoi has long sourced its vegetables mainly from a peripheral green belt close to the city. Soil and water pollution, plus land conversion for infrastructure, industrial parks and housing development, have impaired this potential. Meanwhile, new production areas are emerging to supply the city's rising demand for fresh and safe vegetables. While new areas have greater access to available labour and land, they face the challenges of limited know-how, poor infrastructure and lack of an enabling environment. This article reports first achievements of a new methodological approach involving value-chain research-andintervention aimed to strengthen the emergence of a new vegetables cluster in Moc Chau, 150 km north-west of Hanoi. In 2013, producers from three villages delivered 230 tons of vegetables to Hanoi supermarkets and specialized safe-vegetable shops. The clustering process included the implementation of a multi-stakeholder vegetables interest group, experience-sharing trips and the setting up of a logo and certification trademark linked to the territory. The process also generated intense coordination, both horizontally within the territory and vertically along the value chain. Several challenges remain, such as upscaling this approach to a larger and ethnically more diverse beneficiary group, and promoting self-sustained local services. Moc Chau vegetable cluster is emerging rapidly and has the capacity to meet new urban demands. The clustering process was boosted by the identification of common interests, improved coordination among players and the implementation of place-based labelling. Family farm clusters, under an enabling environment, can be responsive and efficient suppliers for the urban vegetable market.