Among the criteria of OCOP products, “product story” is considered an important criterion, a cultural feature of each locality, a message that the OCOP subject wants to convey to the community and consumers. This is also an important factor to promote and attract customers to the product.
Introducing products of Truong Son Medicinal Cooperative - Photo: LA
“Since ancient times, hair has always been a symbol of the gentle beauty of Asian women. The fragrant scent of grandmothers and mothers’ long, soft hair washed with a handful of soapberry, a little grapefruit peel, or a bit of lemongrass, basil... will surely remain forever in the memories of children at that time.
Nowadays, in the fast-paced, bustling life like today, sometimes, people want to find the familiar scents of their mother's hair, grandmother's hair, the hair of the women they love...
Understanding those deep desires, with the concerns and aspirations to continue writing stories about products that are beneficial to the health of users and beneficial to the surrounding living environment, while solving employment for the people in the highlands who are facing many difficulties, Nhien Thao has launched a product line that is both traditional, retaining all traditional values and providing a convenient time-saving solution for women and mothers. Especially with 100% natural ingredients, the product is absolutely safe for skin and hair"...
This is the story of the 4-star OCOP product of herbal soapberry extract of Nhien Thao Quang Tri Company Limited. Ms. Tran My Dung, representative of Nhien Thao Quang Tri Company Limited, said that when the company's herbal soapberry extract product participated in promotional events and was sold on e-commerce platforms, many consumers were interested and convinced by the product story. Thanks to that, from 2021 to now, the product market has been expanded nationwide. Consumption reaches about 10,000 products/year.
As for the Truong Son Medicinal Herbs Cooperative, the story of the cooperative's products is closely associated with the majestic Truong Son mountain range and the stories of precious medicinal recipes of the Pa Ko and Van Kieu ethnic groups. Director of the Truong Son Medicinal Herbs Cooperative Le Thanh Hue said that based on existing experience and research from village elders and village chiefs, the cooperative has created product lines of natural origin, free of toxic chemicals, and environmentally friendly to serve the needs of human health care.
Among them, the main products of the cooperative such as Moc San cajuput essential oil, Peamom skin care essence for mothers and babies, and Moc San cajuput essential oil soaked in cajuput roots have been recognized as 4-star OCOP products. This uniqueness has been introduced to customers through product stories, making a deep impression on customers and becoming part of the reason they buy. "With OCOP certified products, on average, the cooperative supplies the market with more than 10,000 products of each type each year," said Mr. Hue.
In the National Criteria for OCOP Product Evaluation and Classification, the product story accounts for 10/100 points in the OCOP product evaluation and classification scale. Therefore, building an interesting and attractive product story plays an important role in enhancing the value and expanding the OCOP product consumption market.
According to the Director of the Department of Rural Development (DARD), Hoang Minh Tri, one of the outstanding results of the OCOP program is to preserve, maintain and spread the unique cultural values of each locality. To date, the province has 141 OCOP products, including 43 4-star products and 98 3-star products. Each product has a separate story associated with many factors such as: traditional production methods of the people, local characteristics; historical and cultural factors related to the product; outstanding and unique uses of the product...
Mr. Tri added that every year, the Department of Rural Development coordinates with localities to propagate and guide subjects and communities to join hands in preserving and developing typical products. Strengthen training and capacity building, develop lecture series for target groups, product groups, and each stage in the OCOP value chain.
At the same time, focus on guiding and supporting the subjects to build unique product stories, imbued with cultural values, containing the pride, imprint, and traditional values of each product, each land, introducing the quintessence and sophistication in the way of making. The content of the story must exude the soul, essence of the product and the pride of that homeland, thereby creating the product brand. Continue to carefully assess the "product story" criteria when evaluating and classifying OCOP products.
“Product stories are messages with intangible values. Unique, meaningful stories imbued with local cultural identity can touch the emotions and change consumer behavior. This is the key factor for OCOP products to have an advantage when competing in the market,” Mr. Tri affirmed.
Le An
Source: https://baoquangtri.vn/tang-suc-hut-cho-san-pham-ocop-188726.htm
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