OCOP products strive to find consumer markets

Domilk Joint Stock Company participates in finding customers at the 2025 Vietnamese Outstanding Export Goods Fair. Photo: V.Gia

However, currently, the units and organizations producing OCOP products are still uncertain. Production and consumption of some units are still slower than the target, so the facilities must make efforts to find more consumption markets.

Consumption is still difficult

Domilk Joint Stock Company (Long Thanh District) specializes in producing and trading confectionery products made from cow's milk. Currently, the company has a number of products that have achieved certifications such as: high-quality Vietnamese goods, typical rural industrial products; OCOP... These certifications have helped the company access the market over the years, building more than 400 agents and points of sale nationwide.

However, as a specialty product, serving tourists at stops for many years, currently, consumption demand and purchasing power at stops in the area and at tourist destinations are slowing down. Consumption power serving tourists since the Covid-19 pandemic has not yet recovered. This is a barrier for this business to develop its brand as well as that of the locality.

By 2025, Dong Nai strives to have 45 products with 3-star criteria or higher, of which 2 products have the potential to be ranked 5 stars to participate in national assessment and classification.

Meanwhile, for coffee producers, the real difficulty in recent times has been the rising price of raw materials. According to Mr. Le Thanh Cong, owner of Mr. Cong's Coffee Factory (Long Khanh City), for more than 2 years now, the price of raw coffee has increased rapidly, affecting production costs and previously signed orders. Products cannot be adjusted to increase continuously according to raw material prices, because that makes it difficult for customers to access, some customers will prioritize using blended coffees on the market, which are cheaper. "We are trying every way to have specialized, unique coffee products to introduce and attract customers" - Mr. Cong shared.

In fact, OCOP products have encouraged and promoted the development of factories and workshops in rural areas, taking advantage of local advantages in product processing. However, the expansion of OCOP products is facing a number of challenges that need to be resolved to increase value and move towards sustainable development. In particular, for the supermarket distribution channel - an area that can reach customers quickly and widely, some products have not met the criteria for cooperation. Many OCOP products have not maintained stability in the quantity supplied to supermarkets, have not "hit" the psychology of consumers, lack attractive promotional activities, especially during peak shopping seasons... Some products are on the shelves but have low revenue, mainly promoting and introducing.

Efforts to find ways to expand the market

According to Mr. Vo Van Manh Em, Deputy Director of Domilk Joint Stock Company, in order to develop, the company is trying to find ways to promote and introduce products to partners. This April, the company will organize the Dong Nai Product Journey Connection Conference with dozens of partners, including major tourism units, hotels, commercial centers and training facilities to promote, introduce and cooperate to develop Dong Nai branded confectionery products throughout the country.

Similarly, with the brand of dried fish Mrs. Tam in Nhon Trach, in order to exploit the market, Tam Food Company Limited is distributing wholesale to all existing sales channels on the market: high-end restaurant, hotel, bar, beer club... channels), MT channel (modern sales: convenience stores, mini supermarkets, supermarkets), GT channel (grocery stores, traditional markets); at the same time "running" product advertising programs on e-commerce sites, Facebook, websites...

For the locality, to promote the development of OCOP products, the Provincial People's Committee has implemented the Local OCOP Program in 2025. The Provincial People's Committee assigned the Department of Agriculture and Environment to coordinate with relevant units to implement the plan. Focusing on a number of key tasks such as promoting the effectiveness of OCOP product development; encouraging people to use products of local origin; implementing solutions to improve the quality of human resources for product production facilities, especially packaging design and technology sales skills. In addition, supporting the development and upgrading of local OCOP products; at the same time promoting trade, boosting product consumption, supporting businesses and facilities with products to participate in trade promotion programs of the province, region and the whole country to improve recognition and better access to the market.

Van Gia

Source: https://baodongnai.com.vn/kinh-te/202504/san-pham-ocop-no-luc-tim-thi-truong-tieu-thu-28b5de3/