Building brands for OCOP products

3TFarm Cooperative (Cao Phong district) focuses on building a brand of organically produced oranges.

Branding is a way to help products in general and OCOP products in particular become competitive in the market. Thereby, producers can improve their knowledge about the process of selecting raw materials, production techniques, preservation, and product marketing. At the same time, carry out the work of registering intellectual property rights for trademarks, collective trademarks, geographical indications to avoid infringement... This is also the basis for protecting, developing and promoting products in the market.

While other products, despite being "starred" by OCOP, are still struggling to assert their position in the market, with the available foundation, the OCOP orange products of 3T Farm Agricultural Cooperative have developed steadily and become a prominent brand in the market. Ms. Vu Thi Le Thuy, Director of 3T Farm Agricultural Cooperative, said: As soon as the 3T Farm gift orange product was developed, the Cooperative registered with the Department of Intellectual Property about the orange production process according to VietGAP standards and in the organic direction. Along with that, the Cooperative pays attention to building labels, packaging boxes, and providing product quality standards to build the brand. In addition, the fact that Cao Phong oranges have been certified for geographical indications is a favorable condition for the Cooperative's orange products to be consumed stably.

In addition to orange products, medicinal products and medicinal processing products are also highly competitive compared to similar OCOP products on the market. These include 4-star OCOP products such as Solanum procumbens medicinal extract and Xạ đen medicinal extract of Tuyet Nhi Cooperative (Dong Bon village, Cao Duong commune, Luong Son); black turmeric medicinal extract of Ngoc Sang Cooperative (Bac Phong commune, Cao Phong)... Ms. Nguyen Thi Tuyet, Director of Tuyet Nhi Cooperative, said: Hoa Binh has many advantages to build a brand for OCOP products from medicinal herbs. Because Hoa Binh has long been known as a land with many precious herbs and has passed down a lot of folk knowledge about traditional medicine. Abundant raw materials and a long-standing traditional medicine profession are two factors that I always focus on to build a brand for my products.

For OCOP products, product stories that reach consumers are also a positive and effective way to build a brand. Mr. Do Hung, the owner of two 3-star OCOP products, namely fermented sticky rice wine and Yen Thuong fermented sticky rice wine, has successfully built the Thuy Thuong brand in Muong by promoting the unique cultural values ​​of the nation to build product stories. Mr. Hung said: We built the Thuy Thuong brand in Muong based on the inspiration from the Muong Epic of De Dat De Nuoc, which is the traditional distillation method of the ancient Muong people combined with fermented sticky rice and natural spring water. At the same time, I have coordinated with the people of Thach Yen (Cao Phong) to restore the typical product of fermented sticky rice, known as a long-standing specialty here, transforming and combining to promote its value in the market. By collaborating with households growing the specialty sticky rice variety of Muong Thanh region to have a stable source of raw materials, using technology in the production of long-term wine and having a meaningful product story, Thuy Thuong wine products of Muong region have been ranked 4-star OCOP by the provincial council, and are highly appreciated and welcomed by consumers.

Currently, in the province, there are 121 products with OCOP certification of 3 stars or higher, including more than 40 OCOP 4-star products and 1 OCOP 5-star product. The subjects have innovated their thinking and production methods, boldly invested in machinery, and applied science and technology to create quality products with high added value. At the same time, they have improved packaging, labels, logos, traceability stamps, etc. so that the products can gradually build their brands.

In particular, to build brands for OCOP products, in recent years, the agricultural sector has coordinated with relevant units to actively support entities with OCOP products to have their intellectual property rights protected, identify and promote their brands (support brand management, printing stamps and labels of OCOP products; maintain electronic information systems using QR Codes for traceability...). The province has promoted trade promotion activities, promoted, introduced and sold OCOP products, creating conditions for entities to build OCOP product brands, bringing products closer to consumers. Efforts have been made to build strong brands for the province's OCOP products so that domestic and foreign consumers can recognize and consume them.

Phuong Linh

Source: https://baohoabinh.com.vn/319/199838/Xay-dung-thuong-hieu-cho-cac-san-pham-OCOP.htm