To build and develop brands for rural products, many localities have issued mechanisms and policies to encourage and attract businesses, organizations and individuals to invest in agriculture, closely linking entities in production, processing and consumption of products according to the value chain.
Sao Khue Trading Joint Stock Company, Dong Hoang Commune (Dong Son) has successfully built the first rice product brand, Quy Huong Golden Flower Sticky Rice, in 2019. Up to now, the enterprise has 11 rice products registered for exclusive protection, including 2 products that meet OCOP standards. Currently, each crop, the company cooperates to produce from 800 to 1,000 hectares of raw rice, helping farmers increase the value per unit area by 1.3 times or more. Building a brand for rice products has helped the enterprise increase its market share. Director of Sao Khue Trading Joint Stock Company Do The Anh said: "Rice output has gradually increased over the years from 15 to 20%, expanding to other provinces, aiming for export. This is the right direction, the company will continue to build more brands for Thanh Hoa's rice products".
The fish sauce and seafood processing industry in Quang Nham commune (Quang Xuong) is also developing quite well. One of the characteristics that makes Quang Nham fish sauce famous is that the traditional fish sauce is produced entirely by hand. However, recently, a number of large establishments in the commune have invested in additional facilities, implemented technical processes to ensure food hygiene and safety, announced quality standards, registered product labels, and created consumer confidence in traditional products. Director of Cu Nham Fish Sauce Company Limited, Quang Nham commune, Thach Van Hieu, said: "In 2019, from an individual household, my family established a business. Along with continuing to maintain traditional production methods, the enterprise has expanded its production scale, invested in additional bottling equipment, and completed the dossiers for traditional fish sauce products for the Department of Intellectual Property to recognize geographical indication protection and successfully build OCOP products, creating conditions for the products to go far.
In recent times, Quang Xuong district has oriented and supported localities in building raw material infrastructure, craft village infrastructure, machinery and equipment and technology transfer to improve the quality of craft village products; promote trade promotion, expand consumption markets; and enhance product promotion activities. The district strives to have 100% of craft village products branded and geographically indicated by 2025 and have at least 10 OCOP products as craft village products.
In fact, in the province, there are still many craft villages that have affirmed their everlasting vitality, their products not only affirm their competitiveness in the "home market" but also successfully exported such as sedge handicrafts (Nga Son), wooden products of Hoang Dat and Hoang Ha communes (Hoang Hoa)... Craft village products have created a value of thousands of billions of VND, creating jobs for tens of thousands of workers, contributing to the shift in the rural labor structure.
In recent years, along with implementing solutions to attract investment, improve and develop infrastructure for craft villages, the Department of Science and Technology, the Department of Industry and Trade and localities have guided and supported local production establishments to create and protect intellectual property rights for key and specific products, products of craft villages, small-scale industries and OCOP products; supported products to be put on e-commerce trading floors, built websites to introduce, promote, increase consumption and spread products from craft villages and traditional craft villages.
Brand development and promotion is an important factor in promoting brand value, aiming to gradually stabilize product output. Thanh Hoa currently has nearly 30 traditional products protected by geographical indications and intellectual property rights, 317 OCOP products, most of which are agricultural products. The province has been encouraging organizations and individuals to innovate, improve production processes and product quality, increase the application of digital technology in product management and trade, focus on investing in building brands and agricultural product brands associated with the strengths of each region, thereby expanding the domestic consumption market, aiming at the export market.
Article and photos: Khanh Phuong
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