Helping Dien Bien agricultural products reach further markets.

To help Dien Bien's agricultural products reach a wider market, it is necessary to plan concentrated growing areas, apply scientific and technical methods towards green and clean production, and businesses and cooperatives need to "join hands" with farmers in connecting and consuming agricultural products.

In 2023, Dien Bien actively participated in promoting and introducing OCOP products and specialty agricultural products to many localities and events, hoping to raise awareness of Dien Bien's agricultural products. This also serves as a channel for consumption and market access for agricultural products. However, to fully exploit the strengths of its agricultural products, Dien Bien needs long-term, sustainable solutions, from establishing production areas and establishing planting, cultivation, and processing processes to consumption.

Possessing the largest rice fields in the Northwest region, Dien Bien rice is renowned for its delicious aroma and taste, reaching many provinces and cities. Many tourists visiting Dien Bien choose rice as a gift for family and friends. During the Dien Bien - Northwest Culture and Tourism Week held in Ho Chi Minh City in early December, the exhibition area showcasing Dien Bien's agricultural products and OCOP (One Commune One Product) products attracted a large number of visitors. Some agricultural products such as fragrant tám rice, Trường Hương Séng Cù rice, Mường Ảng coffee, Hồng Kỳ coffee, dried bamboo shoots, vermicelli, etc., were inquired about and purchased by many tourists. In particular, the fragrant tám rice and Séng Cù rice from Trường Hương Agricultural Seed Joint Stock Company sold out by the third day of the week and had to be urgently transported from Dien Bien for display and introduction. People in Ho Chi Minh City were delighted with the rice brought from Dien Bien and wanted to learn more about and try this "pure," unmixed rice. In reality, Dien Bien rice has been adulterated and mixed with other varieties in some localities, causing many consumers to doubt the quality of Dien Bien rice. Besides rice, Arabica coffee from Muong Ang, grown in the Muong Khoe valley, a place covered in fog year-round, has a unique flavor not found everywhere. Muong Ang coffee has been introduced and promoted at the Buon Ma Thuot Coffee Festival (Dak Lak province), the Son La Coffee Festival, and served to National Assembly delegates at the 5th session. Many people are surprised by the special flavor of Muong Ang coffee, with its deep sweetness and mild acidity. Participating in these festivals and events is a good opportunity for Muong Ang coffee to establish its brand and help consumers learn more about this coffee from Muong Khoe. According to agricultural experts, to increase the value of Muong Ang coffee, in addition to planting good varieties, proper care, and harvesting techniques, proper processing is also necessary. However, the "barriers" preventing Muong Ang coffee from reaching further are the lack of a well-established brand and incomplete geographical indication registration. Furthermore, coffee processing is primarily rudimentary, lacking diverse products to meet consumer demand.

It can be affirmed that Dien Bien's agricultural products are not limited to rice and coffee; Shan Tuyet tea from Tua Chua, macadamia nuts from Tuan Giao, and various green vegetables from the basin are also well-known and of high quality. However, the formation of concentrated production areas, connection to consumption, and brand building remain weak and challenging aspects for Dien Bien's agricultural products. These limitations have been identified and solutions proposed during the implementation of the agricultural restructuring plan towards sustainable commodity production. Nevertheless, limitations in support policies, difficulties in product transportation, and farmers' failure to ensure proper technical procedures for crop care and processing have prevented Dien Bien's agricultural products from reaching wider markets and achieving sustainable development.

To capitalize on its agricultural strengths, Dien Bien needs to plan cultivation areas that are suitable to the soil and climate conditions of each crop, such as Muong Thanh rice, Muong Ang coffee, Tuan Giao macadamia nuts, and Tua Chua tea. This includes building brands and registering geographical indications for each agricultural product; farmers participating in training and adhering to proper crop care procedures; and businesses and cooperatives closely linking with farmers in supplying seeds, supervising cultivation, processing, and connecting agricultural product consumption. When all these elements come together to create a harmonious production system, Dien Bien's agricultural products will affirm their quality, confidently reach consumers nationwide, and expand their reach.

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