Most tourists who come to Binh Thuan for sightseeing and vacation, when returning, choose Phan Thiet fish sauce as a gift for relatives and friends. Over time, traditional fish sauce production facilities have invested in technology, labels, bottle designs, marketing, etc., so the bottles of fish sauce that reach consumers are not only of good quality, but also carry many messages promoting local tourism.
Just hearing it makes me want to… try it.
On the Facebook page of Nuoc Mam Tron, reading the very simple, rustic but meaningful lines containing many messages for anyone who accidentally visits the wall. I immediately felt the full love of a traditional coastal family. “The barrel of “delicious” fish sauce that Mom salted for them to sell has ripened, now Tron comes back to sell fish sauce for Mom. With more than 30 years of experience in salting anchovy fish sauce and with a professional conscience, Mom makes liters of delicious and healthy fish sauce, only from fresh anchovies and pure sea salt, completely naturally fermented, no preservatives, the flavor is true to traditional fish sauce. Mom is old and only has a little salt left to keep the profession, Mom keeps a separate large and fresh barrel of anchovy fish sauce, producing quality fish sauce in both taste and aroma, for me to introduce to customers far away, with the hope that many people can experience the true flavor of traditional fish sauce - the national soul of Vietnam but is being crushed by the wave of industrial “dipping sauce”. The fish sauce is carefully packaged in a glass bottle to help the fish sauce retain its flavor and color long after opening, keeping its full aroma, full flavor, and full love.
The owner of the Tron Fish Sauce facility skillfully tells a story to promote Phan Thiet fish sauce so well and so delicately that even people born from the sea like me want to buy it right away to enjoy the "love" of a round mother in every drop of fish sauce. It can be seen that over time, traditional fish sauce production facilities have gradually changed their way of thinking, working, and unique ways of promoting to enhance the value of local products. Currently, in the province, there are a number of fish sauce production facilities with OCOP products that have developed into tourist destinations. Groups of visitors coming to shop here, if they have a need, will be taken by the facilities to experience the tents or the stages of fish sauce production if it is the right time for the fish sauce season. Currently, in Phan Thiet city, there is the Black Fish Fish Sauce Company Limited, the Old Fishing Village Fish Sauce Museum of Seagull Company Limited, the Hai Nam Foods Store of Hai Nam Company Limited, Con Ca Vang Fish Sauce, Ba Hai Fish Sauce...
With the enthusiasm of a son far from home, Lang Chai Xua was born and is considered the first Fish Sauce Museum in Vietnam in Phan Thiet, aiming to recreate the long history of the traditional craft village, as once again affirming that Phan Thiet fish sauce has a strong cultural identity that few places have. Tin fish sauce with the characteristics of shimmering fish sauce drops, cockroach brown color, delicious and savory flavor has been recognized as a 4-star OCOP product. Inheriting and developing the quintessence of traditional craft, Tin fish sauce products with luxurious and unique designs are sold at the Fish Sauce Museum, contributing to attracting tourists to the museum to visit and shop.
Linked to local tourism
According to the provincial Department of Agriculture and Rural Development, based on the local potential and strengths, the OCOP program was started in 2019. Although later than many localities in the country, with the motto of not developing widely but focusing on and choosing truly outstanding products, Binh Thuan has now had many products awarded the OCOP star, bearing the mark of the land and people in the South Central Coast region. In particular, Phan Thiet fish sauce products are quite diverse with different levels of protein and each fish sauce brand is a story associated with the ups and downs of the traditional craft village for more than 300 years. Many people say that the fish sauce market is a "gold mine" if exploited in the right direction. In recent years, many Phan Thiet fish sauce brands have become familiar to domestic and foreign consumers and have been recognized as typical rural industrial products, products meeting OCOP 3-star and 4-star standards.
According to the leaders of the Provincial People's Committee, in the period of 2020 - 2025, Binh Thuan identified 3 key economic sectors including industry, tourism and agriculture. Therefore, developing OCOP products associated with tourism is one of the important solutions. Thereby, the subjects of OCOP products can access consumers more conveniently through quality products, specialties, and souvenirs, bearing the imprint of each locality of the province. The People's Committee of Binh Thuan province has issued a Plan to implement the OCOP Program in the province for the period of 2021 - 2025, including solutions to focus on market development through linking with tourism; strengthening promotion, bringing OCOP products to key tourist markets, tourist destinations inside and outside the province...
If this can be done, Phan Thiet fish sauce in particular and the province's typical products in general that meet OCOP standards will truly become specialties that not only have consumer value but also represent cultural identity, attracting more tourists to know more about Binh Thuan.
As of December 5, the whole province has 118 OCOP products, including 82 3-star products, 34 4-star products, 2 potential 5-star products with 74 entities (including: 22 cooperatives, 3 cooperative groups, 25 enterprises, 24 production establishments and business households). By 2025, Binh Thuan strives to have at least 80 - 130 more OCOP products with 3 stars or more.
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