With 508 OCOP products of 3 stars or higher, Thanh Hoa has become one of the localities with the largest number of recognized products in the Central region and is among the leading groups in the country. However, besides the products that are widely consumed in the market and highly appreciated by consumers, there are still some products that are “struggling” with the problem of conquering and expanding the consumption market for their products.
Yen Lac Agricultural Service Cooperative (Nhu Thanh) has developed a raw material area for arrowroot to solve difficulties in developing product consumption markets.
Although it is considered to be of good quality and suitable for consumers' tastes, the 3-star OCOP product Yen Lac vermicelli of Yen Lac Agricultural Service Cooperative (Nhu Thanh) is still mainly consumed in the domestic market of the province, through regular customers and contacts. On average, the Cooperative supplies the market with about 10 - 12 tons of products/year.
Director of the Cooperative Pham Cong Bao said: Although the product is considered to be of good quality, the production capacity of the Cooperative is still limited, lacking raw materials, not proactive in the market, so it only produces seasonally and when there is an order.
To support the cooperative in overcoming the above difficulties, the People's Committee of Yen Lac commune has supported people to develop large-scale cassia as raw materials for production. With a support level of 2 million VND/ha of cassia, Yen Lac commune has developed nearly 20ha in villages with basalt red soil such as Dong Yen, Dong Trung, Ao Me, Ba Don...
Nhu Thanh District also coordinated with relevant departments and branches to allow the cooperative to participate in training on packaging design, building product labels, machinery, and technological equipment; building product quality standards; promoting trade, connecting product consumption. Thanks to that, Yen Lac cassava vermicelli products have been present in many stores, supermarkets, and businesses in the province and participated in connecting and promoting in many trade promotion programs across the country.
The situation is similar for some other OCOP products developed on local, unique products. While market demand is high, production capacity and limitations of raw material areas have become barriers to development. Ms. Bui Thi Tam, a member of Ban Cong Agricultural Tourism Cooperative - the producer of Cu Mac Cai sticky rice in Ban Cong Commune (Ba Thuoc), said: Recognized as a 3-star OCOP product in 2023 thanks to the delicious, sticky, and unique flavor of local sticky rice, the market demand for the product is high, especially in community tourism areas and spots. However, because the raw material area of the cooperative is only 20 hectares, the output is low and cannot meet large-scale orders. Therefore, if we can expand the raw material production area, we will have the conditions to widely develop the product in the market.
According to the assessment of the Provincial New Rural Development Program Coordination Office, the development of OCOP products in Thanh Hoa province still has many limitations and shortcomings. In particular, the majority of production and business households registered to participate in the OCOP Program have small-scale production capacity, limited management skills and knowledge, and difficulty adapting to the market mechanism. Many entities have not applied science and technology to the production process, mainly semi-manual and manual production. Along with that, there has been no planning to build raw material areas to ensure proactive service for commodity production; there is no creativity to have new OCOP products, many products are highly similar, packaging and designs lack creativity, and have not attracted customers. For the above reasons, OCOP products with the Thanh Hoa brand find it difficult to enter large markets or have had a consumer market but are still struggling to affirm their position, quality and competitiveness with similar products.
Faced with that reality, to support businesses, relevant departments, branches and units of the province have organized and coordinated to participate in many promotional conferences so that OCOP products have more opportunities to connect and exchange with potential partners. From there, not only improving product quality, innovating design, packaging, building product labels... but also finding reputable product consumption units in the national market. Therefore, the province's OCOP products have been introduced to the market through many different channels such as retail, online, stores, supermarkets... bringing in quite high revenue.
To enhance the marketability of OCOP products, the provincial departments, branches and localities have integrated and considered funding sources to support entities to invest in machinery, technology, innovate packaging designs, register quality standards... to develop highly competitive OCOP products. Along with that, besides displaying and selling OCOP products at 22 points of sale, introducing OCOP products and potential products, every year, the departments, branches and localities have organized many fairs and trade promotions to help entities trade and promote products to consumers and the market. However, to effectively market OCOP products, relevant units of the province need to select typical OCOP products to start with focus, using funding sources from trade promotion activities, brand building, quality certification... with the aim of promoting strong development in the market, avoiding spreading across many products and many fields.
Article and photos: Le Hoa
Source: https://baothanhhoa.vn/nhieu-san-pham-ocop-kho-phat-trien-thi-truong-220479.htm
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