"Golden key" to keep the brand

Achieving OCOP standards is a long journey, maintaining the brand is a more difficult problem. Improving quality is the golden key to maintaining the brand.

According to the assessment of the leaders of the Department of Industry and Trade of Vinh Phuc province: "In recent times, the "One Commune One Product" (OCOP) Program implemented in Vinh Phuc province has contributed to economic development, helping craft villages and businesses have the opportunity to promote products, promote investment, and trade opportunities. However, there are still some OCOP products of low quality, and the subjects and businesses have not invested properly and focused on the products...".

Through fairs and exhibitions, many entities and businesses have the opportunity to connect, trade and promote their products. Photo: Thu Thuy

In February 2025, Vinh Phuc province removed from the list of provincial-level OCOP products 9 products of 7 entities including: Mota honey - Fermented honey, Royal beauty of Tam Dao Bee Joint Stock Company, Dao Duc town (Binh Xuyen);

Polyscias fruticosa - Solanum procumbens tea of ​​Truong Anh Tuan business household, Ho Son commune (Tam Dao); Seedless black grapes of Chan Chinh Clean Agriculture Company Limited, Green Garden melon of Green Garden Clean Agriculture Company Limited, Thanh Xuan melon of Thanh Xuan Agriculture & Trading Services Company Limited (Yen Lac); 94 sticky rice wine and 94 yellow flower sticky rice wine of Le Minh Huan business household, Tien Sy traditional snake glue of Nguyen Tien Sy business household (Vinh Tuong).

It is known that the reason is that these products have been evaluated and classified as meeting OCOP quality standards in 2021, but their certification has now expired and they have not participated in re-evaluation and re-classification according to regulations.

In addition, the inspection and supervision of OCOP products after being recognized in the province have not received much attention and focus; many products have expired but have not participated in re-evaluation and re-classification. Some products still use OCOP labels and star rankings on packaging that are not in accordance with regulations; the registration, evaluation and recognition of OCOP products in some localities still follow achievements; some products are of low quality...

In fact, in recent times, the Department of Industry and Trade and the Department of Agriculture and Rural Development of Vinh Phuc have issued many documents guiding the People's Committees of districts and cities to evaluate, classify and recognize OCOP program products, including regulations on re-evaluating and re-classifying products after the expiration date.

However, due to many difficulties and limitations such as time-consuming and costly document preparation and procedures, especially, most of the entities have small, household production scales and narrow consumption markets, leading to a lack of boldness in investing capital to meet the star-raising criteria or not being interested in participating in the assessment and re-classification. Moreover, the Department of Industry and Trade has paid attention to and promoted trade promotion programs, creating conditions for entities and businesses to have the opportunity to promote and recognize, focusing on investing in improving product quality, but the inspection and supervision of OCOP products after being recognized have not received due attention and attention; some products are not of high quality...

Production entities need to be more proactive and bold in investment.

The leader of Vinh Phuc Department of Industry and Trade said : Recognition of products meeting OCOP standards is the first step for entities and enterprises to affirm their brands. However, the next step is for enterprises to focus on and improve product quality, not being subjective with the title they have achieved. With the function of state management, the Department of Industry and Trade has had many activities to support entities and enterprises, especially, regularly coordinating with relevant units to regularly inspect and monitor the quality of OCOP products circulating on the market, strictly handling violations of counterfeit goods, poor quality goods, and violations of OCOP trademark management according to regulations".

Many famous OCOP products of Vinh Phuc are displayed at Tay Thien Souvenirs, attracting many tourists to visit and shop. Photo: Thu Thuy

Along with that, districts and cities have promoted support activities and guidance for OCOP entities to improve their capacity in production management, processing, and market expansion; improve product quality in line with regulations, standards, and food safety; build brands, intellectual property; protect the environment, etc., contributing to improving the quality and upgrading the star rating of OCOP products that have been evaluated and classified by competent authorities.

At the same time, improve the quality of OCOP product evaluation and classification, do not chase after achievements and affect the reputation and trust of consumers in OCOP products, strengthen inspection and supervision activities for OCOP products that have been evaluated and recognized.

To improve the quality of OCOP products, not only must there be active participation from all levels and sectors, but production establishments and entities need to be more proactive and bold in investing resources to be evaluated and recognized again as well as improve the quality, design and packaging of products. Thereby, gaining the sustainable trust of consumers helps to spread strongly, arouse the potential, advantages and characteristics of localities as well as the "golden key" for businesses to open up potential, opportunities for cooperation and healthy competition in domestic and foreign markets.

Director of Tan Dai Duong Vinh Phuc Co., Ltd. Nguyen Tung Duong shared: “As one of the first enterprises in Vinh Phuc province to have OCOP products “present” abroad, we always focus on exploiting the strengths of local raw materials, producing many attractive, rich and quality products from Golden Flower Tea. Currently, the company has many products that are popular with consumers such as: Golden Flower Tea bags, Freeze-dried Golden Flower Tea, Golden Flower Tea Organic Brown Rice Milk Powder...

As of February 2025, Vinh Phuc province has 178 OCOP products meeting provincial 3-star standards or higher, including 41 products meeting 4-star standards and 137 products meeting provincial 3-star standards of 80 entities (cooperatives, enterprises and business households). In order for OCOP products to always maintain their brand, reach far in the market and gain consumer trust, entities and enterprises need to focus on investing in equipment, machinery, science and technology, innovation, etc.

Source: https://congthuong.vn/chat-luong-san-pham-ocop-chia-khoa-vang-giu-thuong-hieu-376009.html