The OCOP product portfolio of Thanh Hoa province has an increasingly large number of young people. Why is the OCOP program so attractive to young people? The answer does not stop at the economic value, the aura of the owner... The important thing that the OCOP program brings is the opportunity, the support to nurture and conquer dreams, passion for what is familiar, close, typical, and most advantageous of one's hometown. That is also the reason why the coastal boy Nguyen Tien Phuc (Sam Son City) and his colleagues are determined to participate, step by step developing with the OCOP program.
From the first OCOP product of the coastal city...
The day Nguyen Tien Phuc and his friends gathered together and decided to establish Phuong Cuong Phuc Company Limited, building the first processing factory with an area of nearly 500m2 in Quang Dai ward (Sam Son city), everyone considered it an experience: "Youth is dreams, youth is passion", we just live it to the fullest so that we won't have regrets in the future". They themselves were not sure how long or how far they would go, but the important thing was that they determined the core goal they were pursuing, which was to inherit and develop the traditional fish sauce making profession in the coastal land of Sam Son.
The love and concern for the traditional fish sauce making profession of his hometown has urged Mr. Phuc and his colleagues to join the OCOP program. Mr. Nguyen Tien Phuc - Director of Phuong Cuong Phuc Company Limited shared: “Actually, when we decided to join OCOP, we were a bit confused, even quite vague about where to start. Then, with the attention, facilitation, and enthusiastic guidance of the local government, along with efforts to find information, learn, and connect, we gradually got into the "orbit". And the Bong Sen herring fish sauce product of Phuong Cuong Phuc Company Limited was recognized as a 3-star OCOP after a short time of effort to complete it. At that time, Bong Sen herring fish sauce was the first OCOP product of Sam Son City.
The company is producing and trading 3 main products: pure fish sauce priced at 220,000 VND/liter, concentrated fish sauce priced at 550,000 VND/liter, 5-liter jars of whole fish sauce priced at 750,000 VND/liter... It can be said that this is a dream price for traditional fish sauce products. Mr. Phuc said: “We price our products based on the differences and advantages we bring to customers through product quality. Fresh, clean ingredients are purchased from fishermen in Quang Dai and neighboring waters, ensuring that the time from when the boat docks to when the ingredients are put into processing is no more than 2 hours. The fermentation tools are made of unburnt earthenware jars purchased in Bat Trang. Before participating in OCOP, we already had a loyal customer base, who were willing to spend money to experience Bong Sen herring fish sauce products from the beginning and have maintained that choice until today”.
Then Mr. Phuc poured some fish sauce from the original jar, inviting the guests to watch and taste. The fish sauce shimmered with a beautiful straw-yellow color, with a mild aroma, not too strong or harsh. The rich flavor of the fish sauce permeated the tip of the tongue, then smacking the lips, one could feel the sweet taste. Due to ensuring the input materials and boldly innovating in the processing process, Bong Sen herring fish sauce has a shorter fermentation time than other traditional fish sauce products but still ensures the aroma, deliciousness, output and safety indicators for consumers' health. Bong Sen herring fish sauce is proud to be a traditional fish sauce brand that meets the histamine content standards lower than the level prescribed by the Codex - WHO, rich in OMEGA-3.
...to quality and brand on the "OCOP product map" of Thanh Hoa province
After the success of Bong Sen herring fish sauce, Mr. Phuc and his colleagues understand and appreciate more the values that the OCOP program brings. Mr. Phuc shared: "Coming to the OCOP program, we received a lot of attention and support from all levels, sectors, and local authorities through specific and practical activities". These are activities such as participating in safe food markets; conferences connecting supply and demand and displaying and introducing products in general, OCOP products in particular, inside and outside the province; participating in training courses on management, digital transformation application, value chain linkage, brand building and promotion... From there, the community of OCOP people constantly improves, enhances capacity and qualifications; at the same time, increases the ability to connect, bring OCOP products and the stories behind the product development process of the subjects closer to customers; create connections in the community of OCOP people to exchange, learn, and support each other...
The affirmation of the brand has contributed to promoting the ability to reach customers, thereby making business more favorable and having a high growth direction. In 2023, the company's output reached 60 tons of fish sauce; revenue reached more than 2 billion VND. To expand production scale and improve product quality, Mr. Phuc and his colleagues boldly invested in building more factories, purchasing equipment, perfecting product designs and packaging, and registering for brand and trademark protection with the Vietnam Intellectual Property Office; diversifying product lines; increasing production scale by 5 times.
In May 2024, Bong Sen anchovy fish sauce product of Phuong Cuong Phuc Company Limited was recognized by Sam Son City as a 3-star OCOP, continuing to establish another beautiful milestone on the journey of building OCOP products. Mr. Phuc confided: “Like the New Rural Development movement, we believe that, with the messages and values it brings, the OCOP program needs to be spread more widely and responded to more enthusiastically. We have been making every effort to be able to build many quality products that are recognized, contributing to enriching the OCOP product portfolio of Sam Son City in particular and Thanh Hoa province in general. When coming to the coastal city of Sam Son, visitors will have more gift options and experience more unique and attractive features of the cuisine here.”
Starting a business has never been a smooth and easy road. Starting a business with OCOP products, in the field of traditional fish sauce processing, is even more challenging and thorny. Even how to "preserve oneself", to keep tradition truly traditional in the face of market demands, competition, pressure, the allure of revenue, profit... is an extremely difficult proposition. The choice depends on the mind and scope of the subject.
Preserving and developing traditional crafts, for young people, is sometimes an obsession - an obsession with love for the homeland, respect for the values that their ancestors have worked hard to cultivate and pass on, and with the goals and values that they set and pursue. When Mr. Phuc and his colleagues participated in the OCOP program, they faced many challenges. In 2021 and 2022, the COVID-19 pandemic broke out, affecting all aspects of life, followed by market fluctuations, economic recession... Currently, they are also facing difficulties in terms of capital, factory construction sites, and expanding sales points... However, they still encourage each other not to give up, synchronously implementing solutions to maintain and promote the company's production and business activities, and gradually planning for the next goals. Mr. Phuc confided: “In the coming time, we will continue to make efforts to “upgrade” the 4-star OCOP for Bong Sen herring fish sauce products; build more workshops, expand production scale, move towards exporting products and form the first sightseeing and experience area for traditional fish sauce making in Sam Son City”.
Mr. Phuc and his colleagues have been gradually realizing their dream, initially reaping the expected results. On this journey of "having a starting point but no ending point", the attention, facilitation, and support of all levels and sectors are of special importance, helping to increase resources, encourage and motivate young people like Mr. Phuc and his colleagues to boldly commit, continue to affirm and spread the quality and brand of traditional Sam Son fish sauce - the crystallization of the passion, intelligence, and humanity here.
Article and photos: Dang Khoa
Source: https://baothanhhoa.vn/hanh-trinh-co-diem-khoi-dau-nhung-khong-co-diem-ket-tec-cua-chang-trai-pho-bien-226830.htm
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