To make Seng Cu rice from Dien Bien province strong in the international market, a methodical brand positioning strategy is needed, combined with solutions to improve quality.
Northwest Essence
Séng Cù Rice from Dien Bien, a treasure of the Northwest mountains, has long affirmed its position in the hearts of consumers thanks to its natural aroma, characteristic sweet and sticky taste and the quintessence of heaven and earth converging in each grain of rice. Cultivated on fertile terraced fields, under the dedicated care of ethnic people, Séng Cù rice is not only food but also the pride and traditional cultural value of Dien Bien land.
In Dien Bien province, Seng Cu rice is mainly grown in Muong Thanh fields, with a sowing area of about 4,000 - 4,500 hectares per crop. Communes such as Thanh Yen, Thanh Hung, Thanh An and Thanh Xuong in Dien Bien district are large production areas. The average yield of rice varieties here is from 60 - 64 quintals/ha, of which Vai Gap variety has the highest yield of 66.67 quintals/ha, the lowest is 61.02 quintals/ha for Bac Thom No. 7.
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| Thanks to investment in modern machinery, Tam Thien Cooperative 's rice products are produced to high standards and quality. Photo: NH |
However, in the competitive and ever-changing rice market, Seng Cu rice has yet to truly occupy a worthy position on the trade map. The limitation in production scale, the lack of synchronization in marketing and branding has made this product, despite its superior quality, unable to reach many potential markets, both domestically and internationally.
According to Ms. Tran Thi Huong Que - representative of Tam Thien Rice Cooperative, Tan Bien village, Dien Bien province, each year, her Cooperative purchases over 15 thousand tons of paddy, creating an abundant rice output for the market. However, difficulties in the production and consumption process are also posing many big challenges.
According to Ms. Que, the investment cost for Seng Cu rice is quite high, while the output of the product is still unstable. In addition, the lack of standard storage facilities sometimes affects the quality of rice after harvest. Access to large distribution channels also faces many barriers due to inspection processes and strict standards from partners.
Lack of financial and technical support is also a problem. Most Seng Cu rice farmers still produce using traditional methods, without adequate access to advanced technology or sustainable farming practices. Furthermore, the investment costs for organic fertilizers, quality control procedures, and international standard certification are still quite high, making it difficult for many farmers to maintain stable quality.
Another challenge is market competitiveness. Despite its superior quality, Séng Cù rice still faces fierce competition from other famous Vietnamese rice brands such as ST25 rice, fragrant eight-grain rice or Japanese rice. While these rice brands have professional distribution systems, modern packaging and strong marketing strategies, Séng Cù rice has not yet received adequate investment to build a solid brand image.
M expands potential market
To bring Seng Cu rice to a new level, it is extremely necessary to position the brand professionally and systematically. According to Ms. Chu Thi Thanh Xuan - Deputy Director of the Department of Agriculture and Environment of Dien Bien province, in recent times, Dien Bien has been investing in developing raw material areas and improving the quality of agricultural products for export.
Accordingly, ensuring technical processes, controlling product origin and complying with export standards are key factors to bring rice products in general and Dien Bien Seng Cu rice in particular to high quality, in accordance with international standards.
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| Many sticky rice products of cooperatives in Dien Bien province meet 3-star OCOP standards and are highly appreciated by consumers. Photo: NH |
“ In particular, achieving quality certifications according to international standards is also the key for Sen Cu rice to go further. When the product has full certifications on food safety, organic or geographical indications, consumer confidence will be strengthened, opening the door to access demanding markets such as Europe, Japan or the US, ” Ms. Chu Thi Thanh Xuan shared.
In addition, according to Mr. Nguyen Van Dung - Deputy Director of the Department of Industry and Trade of Dien Bien province, to bring Seng Cu rice to potential markets, it is necessary to focus on promotion strategies. Not only stopping at participating in agricultural fairs and trade exhibitions, Seng Cu rice can also take advantage of the power of digital platforms, bringing products closer to consumers through e-commerce channels, social networks and creative marketing campaigns.
“ The story of the origin, of the farmers who are dedicated to preserving the precious rice variety, of the cultivation process using traditional methods combined with modern technology – all will become valuable factors, creating a rice brand that is not only delicious but also rich in emotions ,” Mr. Nguyen Van Dung emphasized.
Along with that, expanding the market is an indispensable step. Strengthening the distribution system through supermarkets, clean food stores, and establishing professional online sales channels will help Séng Cù rice reach consumers more easily. In particular, aiming for export is a long-term but potential strategy, requiring careful investment from production, processing to quality standards and logistics.
Most importantly, for sustainable development, building standard raw material areas needs to be focused on. Connecting with farmers, guiding them to apply science and technology to farming, ensuring production according to clean and organic standards not only improves rice quality but also helps farmers stabilize their income, thereby creating a solid foundation for brand development.
Dien Bien Seng Cu rice has great potential to become the pride of Vietnam's agricultural industry. By positioning the brand in a methodical way, combined with an effective market expansion strategy and support from the State, this product can completely reach far, conquer the most demanding markets and affirm its worthy position on the map of Vietnamese agricultural products.
Seng Cu rice (also known as Seng Cu) is a famous specialty rice variety of the Northwest region of Vietnam, especially grown in provinces such as Dien Bien and Lai Chau. This is a specialty rice with a natural aroma, soft and sticky texture and rich flavor, very popular. The starch, protein, vitamin and mineral content of Seng Cu Muong Vi rice is many times higher than other types of rice. The results have been recognized by the National Institute for Food Safety and Hygiene and the Center for Technical Standards and Quality Measurement I under the General Department of Standards and Quality Measurement of Vietnam. |
Source: https://congthuong.vn/gao-seng-cu-dien-bien-vien-ngoc-quy-cua-tay-bac-379169.html
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