Embedding OCOP Star in the hearts of consumers

Brand Affirmation

Many OCOP products from An Giang province have affirmed their position and standing in the market, securing various contracts and signed agreements for product consumption. Particularly, with continuous efforts to enhance quality, numerous OCOP products have delivered value and earned the trust of domestic and international consumers. Notable examples include two 5-star OCOP products at the national level from Thoai Son Foodstuff Limited Company (Thien Vuong Specialty Fragrant Rice and Tien Vu Tien Nu Premium Rice) and three 4-star OCOP products from An Giang Fruits and Vegetables Joint Stock Company (Antesco):Braised Snakehead Fish with Sugarcane (Ca linh kho mia), fermented snakehead fish sauce (Mam ca linh chung) , and canned baby corn (Bap non dong hop),…

The General Director of Antesco Company, Nguyen Hoang Minh, shares: “ OCOP is a very unique program that brings consumers to region-specific products. The company has three 4-star-rated fish sauce products. In Antesco’s exhibition room, the company not only showcases its own products but also displays all products from An Giang province and the Mekong Delta region.”

In response to the customer’s question about why Antesco, despite focusing on exports, is also involved in producing some OCOP products, Mr. Nguyen Hoang Minh explains: “We are currently producing two products with a 4-star standard to participate in the OCOP program. When these two products are introduced globally, they are associated with Antesco, namely canned baby corn and soybean sprouts. If the world can use them, we want to bring these quality products to Vietnamese consumers.”

Awakening Rural Advantages

Nguyễn Sĩ Lâm, Head of the Provincial New Rural Development Coordination Office and Director of the Department of Agriculture and Rural Development (DARD) in An Giang, stated that the OCOP Program in An Giang has had positive and significant impacts on the development of the rural economy. It contributes to the transformation from small-scale agricultural production to value chain-linked, standardized, and traceable production according to market demand. The program has awakened the potential of land, resources, and cultural values, especially in integrating “multi-valued” OCOP products. It establishes a connection between agricultural development and services, tourism in the region.

Through the OCOP Program, many localities have successfully planned special areas for unique product raw materials, developed rural industries, particularly preserving and developing numerous traditional craft villages. The program has led to the creation of many OCOP products that serve as “ambassadors,” conveying the humanistic stories of the region. These OCOP products meet quality standards, adhere to food safety regulations, feature diverse designs and environmentally friendly packaging, and are suitable for market demands.

The distinct difference, elevating the value of OCOP products compared to other products, lies in the fact that each product tells a compelling and interesting story about the efforts and determination of Party committees, authorities, and entities at all levels in exploiting and promoting the potential and strengths of agricultural production at the local level. OCOP products also encapsulate cultural and humanitarian values, deeply imbued with innovation and creativity in thinking, production methods, and product consumption by the entities involved.

Doctor Vu Minh Tu, Director of Thai Minh Nguyen Trading and Service Limited Liability Company in Chợ Mới district, shared: “Our company specializes in cultivating and producing Kim Ngan Hoa tea. To earn recognition in the hearts of the people, we have invested significantly. Our products have made remarkable progress, with improved packaging designs and product quality meeting certifications for food safety, OCOP, ISO, and FDA. Our product is recognized as a typical rural industrial product in the Southern region, enhancing consumer confidence.”

However, according to Dr. Tu, consumers still lack understanding about the quality of OCOP products, leading to some reservations. On the other hand, Kim Ngan Hoa is a traditional medicinal product with a long history of use. Although it is a new product in the proactive health care field, it requires investment in promoting its image, features, especially the need for scientific evidence proving that Kim Ngan Hoa grown in An Giang has therapeutic properties.

With passion, the promotion of OCOP products is actively supported by businesses such as Tứ Sơn Supermarket (Châu Đốc City), the safe agricultural products store Phan Nam operated by Phan Nam Trading and Services Limited Liability Company (Long Xuyên City), stores under Antesco Company, and stores under the Youth Startup Support Center of the province.

Overcome limitations

In addition to the achieved results, Director of the Department of Agriculture and Rural Development of An Giang Province, Nguyen Si Lam, believes that it is necessary to openly acknowledge the challenges, existing issues, and propose solutions to develop sustainable OCOP products. The reality shows that the implementation of OCOP cannot be rushed; it requires persistence and continuous implementation according to the cycle to stimulate the continuous innovation of the people.

To continue improving the effectiveness of the OCOP program, according to Mr. Nguyen Si Lam, there is a need to enhance communication, transform thinking, and build capacity for OCOP participants. Support the development of OCOP products based on local advantages and market demand. Focus on products that are the strengths and advantages of the locality, especially those with strengths in terms of raw materials, culture, and indigenous knowledge. Implement effective models, enhance trade promotion, improve the quality of evaluation, grading, and testing, and monitor OCOP products. This will contribute to improving the quality of products, unlocking potential, leveraging the advantages of rural areas, and restructuring the agricultural sector, integrating with handicrafts, professions, and rural tourism…

Source: HẠNH CHÂU

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