OCOP products consumed are not proportional to the quantity

The OCOP program - One Commune One Product was implemented with the expectation of creating a driving force to promote the rural economy and increase people's income. Up to now, after nearly 6 years of implementation, the program has been creating strong impressions nationwide with more than 14,600 products. The number of star-rated products is increasing, but the consumption market has not increased accordingly.

At a supermarket in Dak Lak, the OCOP booth is located right next to the cashier counter - a prime location in the supermarket for nearly 5 years. The products are full of honey, coffee, macadamia to herbal tea, dried fruit... but the number of customers is quite sparse.

Ms. Chau Thi Hong Nhung - Head of Sales Department of Go Buon Ma Thuot said: "All OCOP products have been available since the first days of opening. But most customers still do not clearly understand what OCOP is and how it is different from other products. Consumption is still very limited".

To date, the country has more than 14,600 OCOP products.

To date, the country has more than 14,600 OCOP products - far exceeding the planned target of 10,000 products. In addition, many OCOP products, although recognized, are not much different from regular products. This affects the brand value of the OCOP program and the uniqueness of the products.

Most of Vietnam's cocoa is exported raw. Some businesses are processing it into cocoa powder and chocolate. However, although it has been recognized as a 4-star OCOP product of the province, market development and brand recognition are still difficult problems.

"There are too many 3-star OCOP products, making 4-star OCOP products overshadowed, there is no novelty in the products. Advertising for OCOP products is also poor...", said Ms. Ho Thi Phuong Hieu - Deputy Director of Nam Truong Son Cacao Company Limited.

To achieve 4-star OCOP at the provincial level or 5-star at the national level requires the subjects to spend many years and incur a lot of costs. But the most important star lies in the trust of consumers. This is something that many OCOP products have not yet reached. When most of the subjects are cooperatives and small businesses, the problem of branding and promotion is even more difficult.

Source: https://vtv.vn/kinh-te/san-pham-ocop-tieu-thu-chua-tuong-xung-so-luong-20250325143122027.htm